Analytics and AI in Digital Marketing and Social Media

Catalog description

Digital marketing plays a key role in shaping the modern economy, fueling modern business, affecting public policy, and enabling new forms of social communication. The field is also unique in its reliance on data analytics, consumer behavior and behavioral economics theories and advanced experimental technologies. Recently, generative AI and LLMs make it easier to create an abundance of content easily but also make it harder to garner online attention. MKTG 2270 provides a framework-driven and applied approach to understanding digital marketing and electronic commerce. The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points. Guest speakers will participate as well, as appropriate to augment class learning.