Digital Tools and Technologies in Marketing

Introduction

In today's marketing landscape, digitization significantly influences all industries, establishing digital marketing as a crucial element in a company's strategy. However, as technology advances and new privacy rules come into play, managers encounter ongoing challenges in navigating this ever-changing digital world.

This course aims to develop a strategic understanding of digital marketing by exploring tools and technologies with enduring applicability, even as specific technologies and implementation procedures evolve. We will analyze the strategic use of digital tools to cultivate profitable customer relationships, providing students with essential skills to navigate this evolving landscape and empower them to enhance digital marketing in any organization.

The course will primarily consist of lectures and discussions, complemented by industry examples and in-class exercises to anchor class discussions. By the course's conclusion, students will possess a solid understanding of digital tools and technologies used in marketing and the knowledge to navigate this continually evolving industry.

Course content

This course provides a comprehensive exploration of various digital tools and technologies. Topics include website design and conversion, search engine optimization (SEO), digital advertising, social media strategies, e-mail marketing, analytics, and other emerging digital technologies. We will also delve into the impact of GenAI on current practices, illustrating its effects on digital landscapes. Furthermore, ethical considerations surrounding the use of these technologies will be discussed, shedding light on the challenges and responsibilities in the digital realm.