MKTG629 Marketing in the Digital Age
This course explores how e-business can transform traditional marketing concepts and functions and examines the advantages and disadvantages of digital marketing. It focuses on how businesses are capitalizing on various forms of digital media in order to increase or create their marketing presence. Products, services, and information-based marketing strategies are explored. Topics include ecommerce, brand development, the digital marketing mix, advertising, competition, and pricing implications. Successful strategies for Customer Relationship Management, Customer Experience Management, relationship marketing, and mass customization will be evaluated. It explores the topic of digital marketing using a lens of ethical and cultural competence.
Corequisite
None
Distribution
Business