Overview

This hands-on EC course covers the fundamentals of modern digital marketing, including driving traffic, earning conversions, and measuring campaign performance. We’ll explore topics such as SEO, paid and influencer marketing, social media (organic and paid), email/SMS, Amazon, and analytics. Through mini-cases on brands both large and small, we’ll apply industry-leading tools and GenAI workflows to assess market opportunities, design customer-centric campaigns, and analyze data.

Given the rapid evolution of this field, we’ll emphasize adaptable frameworks and timeless strategies alongside best-in-class tools. Guest speakers from companies such as Adobe, HubSpot, Klaviyo, SEMRush, and OpenAI will provide real-world insights to complement the workshop format.

Career Focus

Over the past 25 years, digital marketing and data have transformed how brands are built and scaled. This course equips students with practical, hands-on strategies for growing a digital presence, deploying analytics, and designing high-impact marketing campaigns. With a strong focus on AI-driven marketing efficiency, students will explore how emerging tools can accelerate customer acquisition and retention while optimizing costs.

Ideal for students pursuing careers in consumer marketing, startups, or digital transformation roles, this course provides a strategic and tactical foundation for those looking to drive brand growth—whether at an established company or with just a laptop and a bold vision in today’s AI-powered landscape.

Educational Objectives

This course fosters an experimental, customer-centric approach to digital marketing, equipping students with the skills to design, execute, and measure campaigns that drive financial impact. Students will learn to apply proven frameworks and emerging tools at different stages of a company’s lifecycle, focusing on acquisition, retention, and revenue growth. Core themes include tailoring marketing strategies to business context rather than relying on one-size-fits-all playbooks, effectively integrating paid, owned, and earned media, and leveraging AI for automation, personalization, and creative development. Students will also gain confidence in assessing marketing investments, communicating impact to finance and investor stakeholders, and managing agencies and in-house teams. The course balances strategic decision-making with hands-on execution, ensuring students leave with both high-level frameworks and practical skills to apply in real-world marketing environments.

Grading / Course Administration

Grades will be based on the following components:

• Final Case Analysis (50%)

• Class Participation (30%)

• Mid-Term Exam (20%)

Given the workshop format, class participation will be assessed based on students’ preparation, analysis of mini-cases, and the depth of insights derived from external tool-based exercises.

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