This course focuses on the emerging social, local and mobile marketplaces that are causing fundamental and highly disruptive changes to both the traditional and digital ad markets. The course is designed to help marketers become aware of the evolving options available, evaluate which are relevant to their marketing objectives and create compelling campaigns that take advantage of the power of these new media. The course will emphasize both theory and real life applications with much of the course material derived from real life "digital boot camp" materials used to train leading industry executives.
Prerequisite: B6601 "Marketing Strategy".
W. Edmund Busby
W. Edmund Busby was a Columbia Business School faculty member from 2011 to 2016.