Digital Marketing

Catalog description

Digital marketing has experienced tremendous growth and attention over the last few years, thanks to technological innovation and rapid changes in online social networks and digital consumer behavior. This course tackles the latest topics in digital marketing (e.g. digital platforms, online reviews, mobile marketing, influencers), through a combination of business case studies reflecting recent frameworks in the field, in-class exercises on metrics and methods for evaluating the success of digital marketing, and coverage of the latest news and innovation in digital marketing. This course also provides in depth exposure to the psychology of virality and social influence in digital contexts, which is critical for understanding both social media marketing and broader cultural trends. Prerequisite: Intro to Marketing ( MKTG-SHU 1 ) Fulfillment: BUSM Marketing Elective; BUSF Non-Finance Elective; Business Marketing track; IMB Business elective.