Digital Marketing in the Age of AI. 3 credits

Catalog description

The course in digital marketing familiarizes students with core tactics used across the customer journey—awareness, intent, conversion, and retention—while emphasizing how AI is reshaping each stage of the journey. Students examine how digital technologies transform firm–customer interactions through online advertising to build awareness, search to capture intent, on-site e-commerce marketing to facilitate conversion, and social media to energize and retain customers.Offered by Marketing. Limited to two attempts.