May 09 - May 13, 2022
The emergence of the Internet has drastically changed various aspects of an organization’s operations. Some traditional marketing strategies are now completely outdated, others have been deeply transformed, and new digital marketing strategies are continuously emerging based on the unprecedented access to vast amounts of information about products, firms, and consumer behavior.
In this program, we will examine best practices related to the business use of social media and digital marketing. While there will be sufficient attention given to top level strategy used by companies adopting social media and digital marketing, the course will also focus on digital analytics oriented tools: how to make organizations more intelligent in how they conduct business in the digital age. Measurement plays a big role in this space. Thriving in such an environment requires the understanding and leveraging of the major mega-trends of today such as digital attribution, social listening, big data and the social graph for external and internal business innovation. In our exploration of these topics, we will also examine how artificial intelligence and machine learning is transforming digital marketing. To close the course, we will discuss how specific firms can create a comprehensive social media and digital marketing plan and execute it.