MKTG628 Marketing in the Digital Age
This course explores how e-business is transforming traditional marketing concepts and functions and examines the advantages and disadvantages of digital age marketing. It focuses on how businesses are capitalizing on the convergence of media in order to increase or create their marketing presence. Products, services and information-based marketing strategies are explored. Topics include e-tailers, brand development, marketing mix for the Internet, advertising, competition and pricing implications, consumer behavior and demographic changes, interactive strategies, intelligent information agents, consumer service, implementation, fulfillment, distribution channels and measuring results. Successful business models will be examined.
Prerequisite
Approval
Corequisite
None
Distribution
Business