The development of new digital technologies has fundamentally changed how consumers interact with brands and each other. Marketing is no longer about pushing a sales message to a potential buyer. Businesses have to enable conversations with consumers to engage prospects with relevant content that will lead to positive actions for commercial impact.
To be effective, marketers need to employ a rigorous and holistic marketing methodology across both traditional and new-emerging techniques. This course will provide students with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities inherent on digital platforms, including social media and consumer-to-consumer social interactions. The emphasis of this course is on understanding the various digital platforms available, how to build social marketing strategies, and how to track their effectiveness.
The course utilizes applicable theory, empirical analysis, and practical examples to develop the key learning points. The class format will include a combination of lectures, case study discussions, and guest speakers with relevant industry experience.
TBD
