Digital Marketing Strategy

Catalog description

Three hours lecture per week Prerequisite(s): Admission to the Master of Science Digital Marketing program. Provides students a strategic and managerial perspective on digital marketing. Students will explore the frameworks, leadership skills, and analytical tools required to design, implement, and evaluate digital marketing strategies in complex and data-driven environments. Emphasizing integration across multiple digital channels, students will analyze cases, develop strategic plans, and evaluate emerging technologies’ impact on consumer behavior, market structure, and organizational performance. The course focuses on decision-making, return-on-investment modeling, and cross-functional leadership in digital transformation contexts.