Global Marketing in the Digital Economy

Catalog description

Marketing leaders shape how organizations respond to disruption in rapidly evolving global markets. This course critically examines contemporary and emerging marketing frameworks, identifying where existing theory holds and where it falls short in addressing AI-mediated consumer behavior, digital disruption, and brand equity in algorithmic landscapes. Drawing on applied research and case studies of global brands navigating digital and AI disruption, students will investigate complex challenges, evaluate the ethical and stakeholder dimensions of high-stakes decisions, and translate findings into both strategic action and contributions to professional practice.