DMA 645 - Marketing Technologies

Marketers acknowledge the impact of technologies on marketing performance. They understand the impact that technological advancements have on an organization’s ability to understand customer needs. Technology is relevant at different levels of marketing activities today. Unlike the traditional CRM system, artificial intelligence allows organizations to gather data about customers, competitors, and strategic partners at a rapid pace. In this course, students explore the platforms and technologies (artificial intelligence, Internet of things, augmented reality, virtual reality) that drive modern digital marketing strategies. Students learn specifically how companies rely on artificial intelligence technologies to collect and analyze consumer data to make better strategic decisions. They also explore how to leverage a variety of digital marketing technologies, including content management systems (CMS), customer relationship management (CRM) platforms, analytics tools, email marketing software, SEO tools, augmented/virtual reality, and social media management platforms.

Prerequisite(s): Graduate Level standing
Co-requisite(s):
Credits: 3

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