BUKD-M501 Marketing in the Era of Digital Technology

• 12 weeks
• 3.00 credits
• Prerequisite(s): Core 2

This course will help you standout in your company as someone who knows how to leverage technology to attract and retain customers in new ways. We will cover cutting edge topics such as: how to create effective online retailing (or e-tailing) strategies (applicable to B2C and B2B firms); how to create and use data on buyer behavior to better shape your digital strategies; how to create integrated advertising strategies that capitalize on digital capabilities, the pricing function in a digital era, and the role of social networking; and how to take full advantage of the rapid emergence of smart phones and their role in mobile marketing. The course will involve readings, online discussion forums, and a required application project (you may apply the tools and concepts we learn to your organization). Examples of possible projects include the creation of an integrated advertising and promotion campaign, defining strategies for leveraging social networks and related interactions, devising an online retailing site, or designing a customized sales program aimed at key clients. The course is designed to give you an in-depth understanding of a wide range of digital options and to help you become recognized as a leader in your organization in the area of digital marketing.