Digital Marketing

Catalog description

The purpose of this class is to introduce you to fundamental concepts in digital marketing and prepare you for roles as a marketer, entrepreneur or product manager. Students will be exposed to an overview of the major players in the advertising and digital industries, as well as a variety of tools commonly found in start-ups and technology firms. I will cover this using a mixture of case studies, lectures, and guest speakers. My hope is that you will leave this course with the skills and a plan that you could refer to when you interview for established firms or starting your technology venture. Each year I will also use an emerging digital technology as an anchor for the speakers and the assignments, such as the interaction of AI and digital marketing.