Marketing Platforms: AI, Social Media, and Commerce

(3 Credit Hours) · Undergraduate

This course examines how digital platforms are reshaping marketing strategy, customer decision-making, and commerce. Focusing on AI-enabled systems, social media platforms, and digital marketplaces, the course explores how firms create, communicate, and capture value in markets where content, recommendations, and transactions are increasingly mediated by algorithms and intelligent agents. Topics include platform economics, social influence, personalization, AI-driven decision support, agent-assisted shopping, and the evolving customer journey from discovery to purchase. Through cases, applied projects, and current industry examples, students develop a framework for understanding how marketing platforms operate and how organizations can design effective strategies in digitally enabled, data-rich environments.