MarTech Essentials: Navigating the intersection of Marketing, Data and AI (515-0-20)
Instructors
David Shell
Meeting Info
TBA: Mon, Tues, Wed, Thurs, Fri 8:00AM - 6:00PM
Overview of class
MarTech Essentials: Navigating the intersection of Marketing, Data and AI is a week-long intensive, five-day immersion course in Paris is designed to provide students with an in-depth understanding of the opportunities and challenges associated with selecting, implementing, and adopting marketing technologies (MarTech) in organizations. MarTech, responsible for the creation of Integrated Marketing Communications (IMC) in the 1990s, continues to drive its evolution and enhance the sophistication of modern digital marketing practices. Through a combination of engaging lectures, insights from industry guest speakers, visits to local companies, and a hands-on client project, students will explore both the theoretical and practical aspects of managing MarTech projects within organizations. This course advances students' knowledge of IMC topics including digital leadership, the MarTech landscape, customer journey management, marketing processes and workflows, revenue operations, customer data management, personalization, customer engagement, and the impact of Generative AI and Large Language Models (LLMs). This course offers a dynamic opportunity for students to gain practical insights and develop the skills necessary to thrive in the evolving landscape of digital marketing and MarTech.
Class Materials (Required)
TBA
Class Attributes
Attendance at 1st class mandatory
Enrollment Requirements
Enrollment Requirements: Students must receive departmental consent to enroll in this class. Please contact the department for a permission number.