Digital Marketing and Analytics with AI

Catalog description

This course develops a strategic and analytical understanding of digital marketing, artificial intelligence, and data‑driven decision making, and their implications for organizations and consumers in a dynamic business environment. Students apply contemporary digital marketing tools and analytics to design, integrate, and evaluate marketing strategies across digital channels, including web, search, social media, email, and mobile platforms. The course emphasizes the responsible integration of artificial intelligence—such as large language models, generative engine optimization (GEO), and agentic AI—into marketing planning, execution, and performance measurement, while addressing ethical, legal, and governance considerations essential to building and managing a sustainable digital marketing ecosystem.