MBAD692

The topics studied in this course change from semester-to-semester, as well as from instructor-to-instructor. Students should expect to engage in sophisticated discussion, to work independently, and to participate in--and lead--seminar discussions. The course will require students to call on the experience of their previous coursework in the program to produce polished writing informed by research. Students should expect to complete at least one prolonged research assignment and to produce at least 20 pages of polished writing this semester. For this semester's course sections, please contact the MBA Director.
Digital Marketing:
The digital era has created new opportunities for businesses to attract and retain customers, and customer expectations of how brands communicate with them have increased dramatically. Now more than ever, the ability to weave data, technology, and content into a compelling digital marketing strategy – which also integrates with broader marketing efforts –is a critical responsibility. This class provides an overview of how businesses are using key digital channels to drive success, including search engine marketing, email marketing, online advertising, affiliate marketing, social media, online reputation management and web PR, mobile marketing and website development, design, and analytics. In addition, during this class students will look at the convergence of digital and traditional media, and how developments in digital marketing have led to innovations in traditional marketing. We will focus heavily on real-world business cases to explore how actual businesses are taking advantage of the digital landscape and to cultivate ideas on how they might improve upon these efforts.