Digital Marketing and Analytics

Catalog description

With the proliferation of the Internet and social networking platforms, organizations are faced with the challenge of deciding how to allocate their advertising and promotional spending between online and offline outlets. Students will learn to how to develop, assess, and refine digital marketing activities ranging from online advertising to social marketing using big data, quantitative analytics including data mining, and qualitative methods. The course will take an integrative approach with an emphasis on how digital marketing and practice can be integrated into organizations’ overall strategy. Limited to students enrolled in the MBA one-year program.