ISL 460E - E-Marketing

Course Objectives

• Understand e-marketing as a systematic, value-driven decision process.
• Apply a Lean Startup and experimental mindset to digital marketing problems.
• Use artificial intelligence as a responsible accelerator in analysis and execution.
• Develop skills in data-driven experimentation and performance evaluation.
• Recognize the strategic and ethical implications of emerging digital technologies.

Course Description

This course introduces students to the principles and practices of e-marketing with an emphasis on experimentation, analytics, and emerging technologies, particularly artificial intelligence.
The course adopts a practical, application-oriented approach grounded in the Lean Startup methodology, a Silicon Valley–originated framework that emphasizes hypothesis-driven learning, rapid experimentation, and evidence-based decision-making under uncertainty. Rather than relying on static plans or intuition, students learn to test assumptions through small-scale experiments and iterate based on measurable behavioral signals.
E-marketing is approached as a decision-making and value-creation system, not as a collection of isolated tools or platforms. Foundational marketing concepts are integrated with contemporary digital practices, Lean Startup principles, and AI-supported workflows.
Artificial intelligence is positioned as a cognitive and operational accelerator that supports ideation, analysis, experimentation, and execution. Students retain full responsibility for assumptions, strategic decisions, and outcomes. Ethical considerations and the societal implications of digital technologies are addressed throughout the course.
A Lean Startup–based term project constitutes a central component of the course. Through this project, students experimentally apply a digital marketing toolbox using real or simulated market signals, supported by structured guidance provided during the semester.