MGMT 523: Digital Marketing Strategy

In light of the surge in digital and social media, today’s consumers are no longer isolated individuals; their behaviors deviate significantly from those of their predecessors. Empowered by digital technologies and artificial intelligence (AI), customers actively generate, curate, and seek digital content and data. As integral parts of the customer network, they consistently respond, connect, and share among themselves and with businesses they hold affinity for. These novel consumer behaviors have given rise to substantial challenges, consequently presenting a plethora of new opportunities for marketers. Marketers find themselves in need of fresh strategies and tactics to optimally harness these emerging media and technologies, enabling more effective creation and marketing of products or services to consumers in the digital and AI age.

The course, Digital Marketing Strategy, presents an array of valuable concepts, strategic frameworks, and insights into techniques and tools, aiding students in gaining a deeper comprehension of contemporary marketing thoughts and media landscapes. The topics covered encompass the connected AIC2 strategic framework, online listening, online advertising, online experimentation, search engine marketing, viral marketing, and digital and social product. Through a blend of lectures, case studies, interactive exercises, and mini-course projects, students will cultivate the abilities to devise, execute, and assess digital marketing strategies.

MGMT 52710: Digital Marketing Application

Companies today expect their marketing professionals to understand what it takes to develop, implement, and evaluate digital marketing strategies and campaigns. The best way for marketing professionals to gain such expertise is for them to actually build and execute specific digital marketing programs/campaigns using various digital platforms for a real-world client. This course offers students a unique hands-on learning opportunity with Google Nonprofit Marketing
Immersion (NMI) (https://www.google.com/grants/get-help/nonprofit-marketing-immersion/). In the project, each student team is matched with a nonprofit organization by Google to promote the organization using Google Ads platform. NMI is a unique opportunity for students to get real-world experience in creating and executing online marketing campaigns for real nonprofits using a monthly budget up to $10,000 USD in-kind Google Ads advertising credit through the Google Ad Grants program.

The class sessions consist of a combination of full-class meetings and individual team meetings. Full-class meetings are designed to prepare students for the online marketing campaign, with a focus on search engine marketing, the Google Ads platform, Google Analytics, and applications of AI in marketing. These sessions also feature guest speakers from a variety of industries, highlighting how digital marketing and AI are applied in real organizational contexts. Full-class meetings are discussion-oriented and do not involve hands-on exercises; however, students are expected to engage analytically and complete short reflections. These sessions also provide opportunities for student teams to present and share their project progress and outcomes.

Individual team meetings, held by appointment, are intended to guide student teams in working with their matched nonprofit organizations, planning their campaigns, setting up and optimizing online marketing initiatives, and writing campaign reports. In addition, all students are expected to pass both the Google Analytics certification and the Google Ads certification.

MKTG 59000 Healthcare Analytics & AI: MKTG

This course examines how digital health technologies, data analytics, and artificial intelligence are transforming healthcare marketing. Building on the foundation of MKTG 59000: Fundamentals of Healthcare Marketing, this course emphasizes advanced applications of data, predictive modeling, and AI in healthcare contexts. Topics include healthcare data sources (claims, surveys, sales, EHRs), patient privacy and regulation, predictive analytics, digital health transformation (telehealth, online reviews, digital platforms), healthcare AI agents, embeddings for text and medical data, and wearable devices. Students will apply data and AI tools to healthcare marketing problems through cases and projects, gaining hands-on experience in designing strategies that balance effectiveness, ethics, and patient welfare.