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.