Digital Marketing

New digital technologies have fundamentally reshaped marketing theory and practice in the last decade alone. This course addresses how technology has changed the modes of communication through which firms engage with consumers. It provides a curated overview of very recent cases and theories related to Big Consumer Data, fine-grained behavioral analytics, new monitoring tools, precise and personalized customer relationship management practices, mobile-first strategies and location-based messaging, content management, social media and its networked based predictive modeling, new forms of targeting and referral strategies, and user generated content. The course uses a Learning-by-Doing pedagogy by having students work with company teams on real-life digital marketing challenges in the 2nd half of the course. The lectures, cases and action-learning are all to understand and practice how to strategize digital marketing.