The role of marketing is fundamentally changing in a world characterized by a whole new series of tools, whether it is blogs, social networking, or user-generated content. Most organizations today are struggling to adapt to a fundamentally new paradigm in managing their brands, product portfolios and customer relationships. The implications on pricing, channels, advertising, measurement, product design, and media mix are undergoing real scrutiny inside modern organizations. The objective of this course is to provide a strategic and analytic toolkit essential to the “new marketer” in managing the complexity created by digital channels. The primary objectives of this course are as follows:
1. Understand the role of social networking channels in influencing consumer behavior.
2. Survey how particular companies are using new social networking technologies in its marketing strategy and tactics.
3. Discuss the future of marketing in light of 24/7 ubiquitous real-time access to customers and the broad strategic implications of multichannel/multi-device customer experiences and services.
4. Apply the concepts to develop potentially new promotional strategies for real world organizations.
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