Digital Marketing Strategy

The objective of this course is to educate students about the strategic issues that Chief Marketing Officers and other senior leaders are grappling with as consumer behavior continues to shift to digital channels. This course focuses on timely and relevant topics in digital marketing. Although time spent with emerging channels is increasing exponentially and the way individuals consume data has evolved, we will explore management considerations as to why marketing investments haven¿t followed as rapidly. Does digital marketing make sense for all lines of business? If so, how much funding should be reallocated from proven traditional media channels. Once CMOs are onboard to embrace digital and to fund it appropriately, they are faced with myriad decisions that they will need to make to set up their organizations for success.This course is an elective choice in the MS in Marketing program and the MBA program.Pre- or Corequisite: MKT 9703.