Digital Marketing

Catalog description

In this course, students work with businesses to help them develop digital marketing strategies for growth. The businesses they work with are successful but have gaps in their digital strategy. This could range from the near absence of a digital presence to gaps in advertising and promotion using digital platforms. The typical business goal is to drive growth through new customer acquisition, serve new markets and customer segments, and develop existing customers. The course focuses on developing entrepreneurial skills in digital marketing and strategy and applying those skills to real-world companies looking to scale. The course is an Action Learning Program (ALP) course with a cadence of in-class meetings, workshops, meetings with clients and project advisors, and team meetings. In this intensive project-based course, you will learn research-validated foundations, tools, and practices and a scientific and data-oriented approach to making business decisions. You will apply these tools and learnings to a real project for an external organization, create value for the organization by providing insights and deliverables, and be an ambassador to the organization by exposing them to the talent, values, and expertise of the GSB. You will also gain practical industry experience and exposure to the organization, its industry, and the space in which it operates, build relationships in the organization and industry, and understand related career paths.