MBA 541

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Credit: 2 hours.

Explores new digital tools and students will discuss the dynamic of power shifting from firms to consumers. Managers will learn how to use these tools to strengthen their marketing efforts, while consumers will learn how to use these tools to enhance their consumption experience. This course also reviews the foundations of marketing (i.e., product, promotion, placement, and price) and discusses how these foundations are being shifted by the rise of new digital tools. A variety of learning techniques will be used, including video lectures, case studies, and interviews with both digital marketers and digital consumers. The learning approach will be highly interactive; and students will have the opportunity to engage in a variety of hands on activities, such as offering new product ideas to various companies.

2 graduate hours. No professional credit. Credit is not given for both MBA 541 and BADM 590, Marketing in a Digital World.

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