Digital marketing has become an essential component of any firm’s marketing strategy, but managers are still grappling with this medium which is continuously evolving as well. In this course, we will develop a systematic understanding of digital marketing. The starting point will be to understand certain fundamental ideas and concepts applicable to the study of digital marketing. We will then proceed towards obtaining a deep understanding of display advertising, search advertising and social media marketing. We will invest a significant amount of time on outcome and effectiveness measurement methods and campaign evaluation metrics. Towards the end of the course, we will discuss a host of varied topics such as mobile marketing, media planning, privacy issues and digital ad fraud.
The course will be primarily lecture and discussion based, with cases and real-world situations used to anchor class discussions. Throughout the course, we will invoke academic papers that develop relevant theories and subject them to rigorous scientific tests.. Homework assignments will reinforce, and extend, concepts learnt in class. Finally, students will write (in groups) papers on their chosen topics related to digital marketing.
By the end of the course, students will gain solid understanding and industry knowledge to navigate digital marketing topics, and will learn to qualitatively and quantitatively evaluate advertising impact.
Associate Professor of Business
Kinshuk Jerath is Professor of Business in the Marketing Division at Columbia Business School. His research is in the area of technology-enabled marketing, primarily in online advertising, online and offline retailing and customer management, and he focuses on strategy development and measurement with data. His research has appeared in top-tier marketing journals, such as Marketing Science, Management Science, Journal...