Digital Marketing: Applications and Analytics

Marketing Strategy for the Digital Age --- The digital revolution of the last twenty years has changed the nature of business in a very fundamental sense. The business function that's been perhaps affected the most by the digital revolution is marketing. The three big areas of marketing where the impact of digitization has been the highest are (a) new ways of interacting with the customer, leading to new business models (b) the change in the "balance of power" between the consumer and the marketer and (c) the emergence of data-driven marketing, including the use of algorithmic methods. The objective of this course is to bring students "up to speed" with respect to "applications" ((a) and (b) above) and (c) in order to enable them to "hit the ground running." Broadly speaking, the first half of the vocabulary and economics underlying digital marketing, the emergence of new marketing and business models and the role of technologies such a mobile and social media. The second of the course will expose students to "big data" and machine learning methods that are the driving the sue of digital marketing.