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 by learning concepts and tools whose applicability will endure even as specific technologies and implementation procedures change. We will conduct an in-depth study of display advertising, search advertising and social media marketing, at both the tactical and strategic levels. 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. Group assignments will reinforce, and extend, concepts learnt in class. Finally, students will conduct (in groups) company analyses for digital marketing companies. We will also hear from a number of industry speakers.
By the end of the course, students will gain a solid understanding of digital marketing topics, and the knowledge to navigate (and “cut through the hyperbole” in) this yet-evolving industry. They will also learn to qualitatively and quantitatively evaluate marketing impact. Many of the learnings will be applicable beyond digital marketing.
Arthur F. Burns Professor of Free and Competitive Enterprise; Chair of the Marketing Division
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...