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Practicum (598-0-40)

Topic

Digital Mktg,Media,Innovation

Instructors

Francis Xavier Dudley

Meeting Info

Online: Thurs 6:00PM - 8:00PM

Overview of class

Digital Marketing, Media and Innovation covers how marketing leaders face the daunting challenge of picking the best direction for their company, while dealing with constantly increasing data sources, evolving analytics tools, hyper-segmented consumer insights and channel explosion, all within ever shifting marketing conditions. This course will introduce students to the fundamental considerations for developing a digital marketing and media strategy and facilitating the continuous innovation of products and services, including the organizational, cultural and infrastructural considerations for marketing strategists working in today's digital world. The course will also cover theories related to Marketing and Innovation Management as the cornerstone for developing and implementing strategies that retain existing customers and acquire new ones within an increasingly complex web of marketing communications. In addition, students will also be provided with a more tactical introduction to new and emerging digital channels, platforms and technologies that are driving innovation in virtually every aspect of marketing, including social and mobile. The course will include interactive workshops and guest lectures from digital marketing leaders of global brands and innovative technologies.

Class Attributes

Course Meets Online
Synchronous:Class meets remotely at scheduled time