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.