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 A-E-C-C-C 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.
Qiang Liu 劉強 