The Intersection Of Marketing And Technology
Learn to apply the latest digital marketing strategies. Through a collaborative virtual curriculum, you’ll gain in-demand skills to bridge the gap between marketing and supporting technology with classes in integrated and traditional brand strategy and management, data visualization, social media innovation, user experience, business intelligence and digital media. By equipping yourself with knowledge of the latest trends and strategies in digital marketing, you’ll graduate positioned for career opportunities across many marketing or tech fields.
Timeline & Schedule
This course is designed to provide students with an understanding of how firms develop marketing strategies to create and manage the creation of meaningful offers that are valued by consumers for the purpose of developing and maintaining customer relationships. Initially, we will address the evolution of market systems at the macroeconomic level and the role that marketing plays in bridging the gap between the production and consumption sectors of the economy. Subsequently, we will explore how firms develop strategies to create customer value through product management, pricing, marketing channels, supply chain management, customer relationship management and communications directed to buyers and also develop an understanding of how buyers acquire, consume, and dispose of these goods and services.
This course covers foundational marketing strategy topics within the context of digital marketing innovation. Through the course, we’ll look at market research, segmentation and targeting, value proposition development, branding strategies, product development, communications planning, pricing scenarios, and relationship management. Students will gain deeper knowledge of the what, why, and how of digital marketing including online listening and monitoring, search engine optimization, search ads, online promotions, and email marketing. The identification of critical success factors and best practices are central to the course, as are methods for analyzing marketing effectiveness. The course focuses on both business-to-consumer (B2C) and business-to-business (B2B) markets.
Use of concepts from the behavioral sciences for identifying market segments, predicting customer response to alternative marketing strategies.
Data is a core building block of modern organizations; transforming data into information and knowledge enables firms to compete effectively. In this course, students learn best practices for acquiring, assessing, and analyzing data to solve business problems. Students also learn the technologies that comprise an organization’s information infrastructure. Students gain hands-on experience with these concepts through case studies and exercises utilizing various hands-on access to technology. Students will also gain skills in understanding the principles of transaction-oriented data, and how information is stored and retrieved from a data source, apply data mining and business intelligence techniques to solve specific business problems, communicate analysis results back to management for ongoing quality assurance and process improvement, understand and select appropriate data visualization techniques to effectively communicate results.
Organizations that strategically select, manage, and deploy digital business models prosper in the global economy. Students will use systems and business process thinking to create and analyze strategies for technology-enabled organizational and industry transformation. They will propose innovative solutions for new and existing business initiatives to leverage enterprise, consumer, and social technologies.
Brands are challenged with meeting the demands of a digital consumer. Now more than ever it’s crucial for brands to adapt their current model and embrace marketing through use of data and technology. In this course you will learn how to leverage through the use of data and technology. Topics include developing a brand strategy, the content to support that strategy and how to communicate that content. In this course, students will learn the importance of digital to the overall marketing mix, build a digital brand strategy, develop content that meets the demands of targeted consumers, understand the various distribution platforms for your message and learn how to activate channels into your plans to maximize results.
In Social Media Innovation, students will review concepts and principles related to social and digital media. Through a combination of readings, discussion, presentations, and projects, we examine (i) why social media is often a crucial channel for business success; (ii) how organizations are and should be using social media to achieve their goals; and (iii) the role of centralized, decentralized, and crowd-sourced information online. At the end of the course students will have gained deeper knowledge on understanding the tenants of social business governance, be able to analyze how modern marketers navigate the major platforms, explore social media listening and data management best practices, and identify approaches for successful social media campaign planning and implementation.
Solve a real-world business challenge in the marketplace with a live client. Learn to apply team leadership practices while developing a strategic marketing plan and gaining hands-on experience that can help accelerate a career in digital marketing. Success in this course requires playing an active role through a field research project that facilitates knowledge, skill, and competency in developing a company’s product line and robust communication strategy and plan for implementation.
In this course, students will develop a mobile marketing strategy for different target audiences as well as how to effectively integrate mobile marketing into an overall brand and business strategy. Students will learn how to convert that strategy into an effective campaign using the appropriate mobile tools and finally apply course knowledge to track and measure the effectiveness of digital campaigns. Through a combination of readings, discussion, presentations and projects, students will examine how mobile technologies are changing how we experience media, why a standalone mobile strategy is insufficient, how mobile tools can enhance, expand, and transform existing marketing initiatives, how mobile data can help brands more effectively scale their message to new audiences and the ethical and social considerations inherent when personalizing and measuring the consumer experience.
MKTG 5103. Marketing Research: Techniques and Application. 3 Credit Hours. (Elective)
Basic approaches to planning, collecting, analyzing, and communicating information from the marketplace. Techniques and applications for specific marketing areas.
This course introduces students to methods for analyzing data residing in firms’ customer databases. It covers methods for creating profiles of customer segments based on their profitability to the firm, estimate individual customers’ lifetime values, and demonstrate how this technique has been used by different organizations. The course also reviews statistical concepts and introduces and uses specialized statistical software, which will be used to conduct a variety of marketing analyses using actual customer databases. Students will acquire skills to construct traditional RFM (recency/frequency/monetary) analyses to maximize response to marketing campaigns. Using these traditional techniques as a foundation, students develop/build more sophisticated models to predict customer response, such as predicting whether a customer will respond to a particular marketing offer (e.g. a direct marketing, mobile marketing, direct mail, etc.). In addition, students construct more advanced models (e.g. logit models, CHAID) to maximize response to marketing campaigns and to compare the effectiveness of alternative models.
This course examines the analytical, decision making, and planning concepts and tools available to market, product, and brand managers. Specific decisions to be addressed include: product policy, policy formulation, the selection of product market strategies, new product development, product-line modification, and organizational implications. Emphasis is placed on discussion of cases and relevant readings. Because of the heavy emphasis on interaction, regular and frequent participation will be expected.
An information system is only valuable to an organization when it enables and supports a useful business process. Students learn to assess, design, and analyze processes that foster innovation. Core concepts include designing effective solutions, identifying metrics for assessment, and communicating plans to management. Students apply these skills through analysis of business problems for actual firms. Throughout the course, students will gain a deeper understanding of the role of process in the functioning of an organization and how to innovate around that process by redesigning workflows and matching requirements with organizational systems. Students will also be able to identify key stakeholders and learn the fundamentals of project management.
Today the user experience is the whole system; it is the interface and the experiences that define success, the code and business model are often secondary. Users only bother with activities that are obvious, simple, and pleasing. Perhaps the most challenging and interesting part of digital is the user experience (UX). This course focuses on understanding, evaluating, and designing user experiences. In the context of practical projects, we will learn the human, social, organizational, business model, and technical aspects of UX design. The goals of this course include understanding the role of usability and design principles, evaluating user experiences, and building a complete user experience using innovation to achieve the UX goals.