MKT-855 Digital Marketing Challenges
The foundational course in the digital marketing track this course focuses on the consumer of digital media and five big picture marketing strategy challenges confronting marketers in the new digital (mobile +social) marketing era. Challenge 1: Marketing to a smarter, more engaged, empowered consumer; Challenge 2: Marketing to a networked, collaborative, and more social consumer; Challenge 3: Marketing to a more distracted and fickle consumer; Challenge 4: Marketing to a unique, individual consumer; and Challenge 5: Marketing to prosumers or producer-consumers. The course takes on these big picture challenges thorough a deep engagement with and critical analysis of readings and cases. Given this focus the course demands thorough preparation for class and active engagement in the class discussion. The evaluation is assignment and project based.
Prerequisite
Student has satisfied all of the following Student has completed or is in process of completing any of the following course(s) MBA 660 - Mkting Challenge of Managing, MBA 661 - Marketing in a Changing World, MKT 815 - Marketing Foundations and Strategy Or Student has satisfied all of the following Institution has received a(n) Graduate Sawyer Business School Waiver Course test result with a(n) MKT 815 score equal to 1.