Analytics and AI in Digital Marketing and Social Media

0.5 Course Units

Digital marketing plays a key role in shaping the modern economy, fueling modern business, affecting public policy, and enabling new forms of social communication. The field is also unique in its reliance on data analytics, consumer behavior and behavioral economics theories and advanced experimental technologies. Recently, generative AI and LLMs make it easier to create an abundance of content easily but also make it harder to garner online attention. MKTG 7270 provides a framework- driven and applied approach to understanding digital marketing and electronic commerce. The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points. Guest speakers will participate as well, as appropriate to augment class learning. Spring Mutually Exclusive: MKTG 2270, MKTG 2700, MKTG 7700 Prerequisite: MKTG 6110 0.5 Course Units