This course focuses on the challenges and opportunities brands have in connecting with consumers in an increasingly complex and digital world. Students will explore consumer behavior trends that are shaping expectations of brands, how those changes affect digital marketing strategies and the approaches, tools and infrastructure needed to meet consumers where they are. This course will use research, case studies and current real life brand examples to educate students on the paradigm shifts needed to drive participation, loyalty and profit. Students will learn how brands need to connect, learn, segment, target and engage using systems, platforms and technology.
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