MKT-435 Digital Marketing Challenges
For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a, double edged sword. On the one hand consumers are, empowered, collaboratively producing products and, services (Wikipedia, TripAdvisor), participating, in the sharing economy (Uber, Etsy), and, consuming on-demand media (Netflix). On the other, hand, consumers are stalked and mined, overwhelmed and saturated, and large populations, are left behind. This course examines the highs, and lows for the new digital consumer, organizing, frameworks (collaborative commons), and business, models (sharing economy) through the analysis of, case studies and academic and business articles.