In this course, I introduce students to the fundamental "bridge" between a business and its customers. We look beyond just advertising to explore how organizations create value through strategic product development, pricing, and distribution. My goal is to show students how to analyze the marketplace through a psychological lens, helping them understand not just what people buy, but the underlying needs and motivations that drive those choices.

In my digital marketing course, we explore the rapidly evolving tools used to reach consumers in the digital age. I guide students through the mechanics of search engines, social media algorithms, and email strategy, but with a focus on data-driven decision-making. We move past the "hype" of new platforms to focus on how to use digital analytics to track consumer journeys and create highly personalized experiences that build long-term loyalty.

This class focuses on the art and science of "speaking with one voice." I teach students how to coordinate every touchpoint—from social media and public relations to traditional ads and direct mail—so that a brand delivers a consistent, persuasive message. We dive into how to build a cohesive narrative that cuts through the noise of a crowded media landscape, ensuring that a brand’s identity remains clear and impactful across all platforms.

“Yes, it was a great experience learning all about IMC campaigns and more. You truly get an understanding of the marketing world more than any other class in this college!”

“Justin is a great professor! He answers all your questions professionally and inspires the class to learn more. It really was a fun class and I loved analyzing all the media. Also, having the day where we went over the types of jobs marketers can have was SUPER helpful in my job search!!”

“Absolute favorite marketing class I have had at UNH. Was available to help outside of class on other projects with the same content and always answered any questions.”

“I really liked how our prof made the class slides into the open discussion as points and encouraged us to answer and ask questions. It helped build understanding of the core topics in this course.”

“The projects i [sic] found to be extremely valuable, between the social listening project, digital trends, and final project. All of the projects completed this course gave us real world skills that will be extremely useful in the digital work force.”

“Honestly I am more introverted and usually do not speak up in class, but having the ability to talk with the people around me before we discussed as a class really helped me feel comfortable to speak up in class.”

“[This course] helps you to become a more well rounded student”