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Digital Marketing, Media and Innovation

IMC 498-6 (Elective)

“There is only one valid definition of business purpose: to create a customer. …. Therefore, any business enterprise has two—and only two—basic functions: marketing and innovation.”  -- Peter Drucker (1954), "The Practice of Management"

Digital Marketing, Media and Innovation covers to 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, you will 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.

Advisory note for online students: It is recommended that students complete IMC 452-6 Marketing Management in advance of this class.