| Description |
The world of marketing has transformed significantly over the last few decades. Specifically, digital marketing has completely changed the industry in the 21st century. Digital marketing can be explained as "the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium" ("Digital Marketing"). The numerous advances in digital marketing have considerably impacted the Department of Marketing at the David Eccles School of Business at the University of Utah. Over the past decade, the Marketing Department has been forced to adjust its curriculum, courses, programs, structure, and faculty in order to accommodate for monumental developments in digital marketing. This thesis will explore the history and evolution of the Department of Marketing at the University of Utah in regards to its involvement with various aspects of digital marketing. A combination of both academic research and marketing research will allow for the observation and analysis of the Department of Marketing at the University of Utah, and the direction it is moving in relation to digital marketing. |
