This core course of the Digital Marketing specialization at Stern addresses a fundamental business question of the digital age: how to increase shareholder value...More >>
This core course of the Digital Marketing specialization at Stern addresses a fundamental business question of the digital age: how to increase shareholder value through digital media. This is a question that all firms are currently struggling to answer in an era where they can, for the first time, truly engage in rapid two-way conversations with potential and current customers. If firms ask themselves the question "how do we attract and retain customers?" chances that the answer to this looks very different from what it was a decade ago when the Internet was still in its infancy. At the current time, reputations can be made or destroyed within minutes, presenting great opportunity as well as a high degree of risk. The focus of the course is on how to make firms more intelligent in how they conduct business in the digital age. This requires a fundamental understanding of the technologies and platforms that form the backbone of electronic commerce, the ability to govern and leverage large amounts of data that are generated as a by-product of electronic interactions, and sociological norms and individual preferences. Measurement plays a big role in this space. As a modern-day famously remarked "In God we believe, everyone else please bring data." The course will feature (at least) two instructors who will provide complementary perspectives on branding, analytics, social media, and strategy. There will be several (roughly 6) senior executives from companies providing a detailed look at what their companies are doing in the digital space. There will be several assignments and a term project for this course. The project, done in teams, will involve the assessment of the "Digital IQ" of a firm of your choice and a set of actionable recommendations for the firm based on your audit. Considering the nature of the material there is no textbook for this course. Materials will consist of readings, links to websites, and datasets.