Digital Transformation of Marketing

In today's fast-evolving business landscape, digital technologies have revolutionized how marketing strategies are developed, implemented, and evaluated. This course provides a thorough understanding of the digital transformation of marketing, extending beyond any one tool or channel to encompass the creation and exchange of value itself. Students will be exposed to digital marketing principles, consumer behavior in the digital age, the role of data-driven decision-making, digital marketing channels and platforms, content creation and distribution and ethical and legal use of technology. Throughout the course, students will examine the key concepts, business models, and strategies to transform value chains into digital value ecosystems and achieve marketing objectives. By the end of the course, students will be able to design digital marketing plans that aid business digital transformations by leveraging search engines, display and native advertising mechanisms, social media, and new-age technologies such as artificial intelligence and blockchain.

Fall, Spring, Summer

038308