Value Creation in MarTech

3 credits · Fuqua School of Business

What is MarTech and Why is it Important? Digital marketing technology (MarTech) is now imperative for demand generation. Hence, Cascadia estimates the MarTech sector is at $1 trillion in revenue and growing at an annual 17.1% CAGR. What Will the Course Cover? On the enterprise side, this course covers the latest advances in digital marketing, e-commerce, AI, privacy, content and customer management tools, and like technologies. On the supplier side, it covers the major vendors, platforms, and industry ecosystems that underpin the MarTech landscape. Who Should Take the Course? The course is targeted to students in marketing, tech, consulting, private/venture capital, and entrepreneurship. This course is for Daytime MBA and Accelerated Daytime MBA students.