Companies - both B2C and B2B – are shifting an increasing portion of their marketing budgets to digital and social media marketing to engage their increasingly digital consumers. Also, with the advent of Generative AI, digital marketing itself is transforming at a rapid pace. All of this has created a significant challenge for the digital marketer: How to keep pace with and stay ahead of the changing digital eco-system.
In DM, students will cultivate a way of thinking that will help them navigate this ever-shifting digital landscape. They will learn how to use various current digital marketing techniques, including: content marketing, search, digital & social media advertising, social advocacy & influencer marketing, mobile apps, personalization & digital loyalty programs, conversational marketing, location-based, and omni-channel marketing. As most of these techniques have been significantly influenced by AI in the last couple of years, I have updated this DM course to incorporate AI-based methods, including tools such as ChatGPT, into these techniques.
By course end, students will have understood: (i) how digital consumers behave and what are the most effective ways to digitally engage with them, (ii) how one creates digital marketing strategies and programs, including how to incorporate AI-based tools and techniques (iii) what frameworks and metrics to apply & when, and (iv) how one seamlessly combines digital with traditional off-line marketing strategies and programs.
In DM we will cover a broad spectrum of very current topics. To fit this course into a 1-quarter syllabus, I have prioritized topics based on currency, relevance and practical utility. Note that we will not have the bandwidth to deep-dive into specific tactical marketing campaign implementations. Students who already have extensive prior experience with DM should consult with me before signing up for this class.
