MKT-225 introduces the different types of digital marketing channels and business functions using digital marketing technology and tools. Topics focus on earned, paid, and owned media and the intersection of the three, along with developing a digital marketing strategy and its impact on the business.
Earned, paid, and owned media
The course establishes this foundational digital marketing framework — media a brand earns through organic engagement, media it pays for through advertising, and media it owns and controls directly — and how these three categories intersect and reinforce each other.
Building a digital marketing strategy
MKT-225 emphasizes developing an actual digital marketing strategy, evaluating and selecting appropriate digital tools, and applying the marketing mix to genuinely target specific markets within digital channels.
Key topics in MKT225
- Earned, paid, and owned media framework
- Digital marketing channel selection
- Evaluating digital marketing tools
- Applying the marketing mix in digital contexts
- Building a digital marketing strategy
- Measuring digital marketing impact on the business
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Worked example: how earned, paid, and owned media intersect
- Owned media: A brand's own website and social accounts
- Paid media: Advertising that drives traffic to that owned media
- Earned media: Organic sharing and word-of-mouth that spreads because the owned content genuinely resonated
- Lesson: MKT-225 teaches that these three media types work together as a system, not as separate, unrelated digital tactics
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Frequently asked questions
Digital channels don't function in isolation — paid advertising often drives traffic to owned properties like a website, and genuinely engaging owned content is what generates earned media through organic sharing — and understanding these three media types as an interconnected system, rather than as separate, unrelated tactics, is what allows a marketer to build a genuinely coherent digital strategy. MKT-225 uses this framework because it reflects how digital marketing actually works in practice, where the three media types reinforce and depend on each other.
The digital marketing landscape includes many different platforms and tools, each with different strengths suited to different objectives, audiences, and budgets, and choosing the wrong tool for a given digital marketing goal can waste resources and fail to reach the intended audience effectively. MKT-225 treats tool evaluation as a genuine skill because a marketer who can thoughtfully match the right digital tool to the right strategic objective produces meaningfully better outcomes than one who applies tools inconsistently or without deliberate evaluation.