MKT628 Marketing in the Digital Age
This course explores the key trends in e-business, e-commerce, and e-marketing—how the traditional marketing concepts and functions are being transformed to adapt to the digital environment. This course also examines the advantages and disadvantages of digital age marketing and focuses on the convergence of media to increase or create businesses' market presence. Products, services, and information-based marketing strategies, including Business to Business, Business to Consumer, Consumer to Consumer, and Consumer to Business models, are also explored. Students will learn the concepts of interactive marketing, dynamic pricing, disintermediation, mass customization, and customerization. Additionally, this course examines successful e-business, e-commerce, and e-marketing models.
Prerequisite
None
Corequisite
None
Distribution
Business
Notes
This course is no longer offered.