MS Digital Marketing

Digital marketing has become indispensable to any firm's marketing strategy, and artificial intelligence is reshaping it: consumers increasingly discover products through AI-generated answers and assistants, and ad platforms automate targeting, bidding, and even creative. In this course, we will develop a comprehensive understanding of digital marketing through concepts and tools that remain relevant as specific technologies change. Using theory, analytical tools, and real-world data, we will examine display advertising, search advertising, and social media marketing, both tactically and strategically, and how AI is changing each channel, from AI search answers and generative engine optimization (GEO) to automated campaigns and AI shopping agents. A significant portion of the course covers measurement methods and campaign evaluation metrics that enable data-driven decisions, skills that become even more valuable in the AI era. We will also address responsible AI use, mobile marketing, media planning, privacy, and digital ad fraud. Throughout, students will use generative AI as a working tool while learning to critically evaluate its output, and will leave equipped to navigate this dynamic landscape. This half-term course offers a distinct perspective on digital marketing compared to the full-term course B8679. Students who have taken B8679 will not receive credit for this course