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ISS 564E - Digital Marketing Management

Course Objectives

The objective of this course is
1. In the light of the latest developments and future trends in the digital revolution, to examine the new tools that should be in the tool kit of the marketing experts, and
2. To learn, with an entrepreneurial perspective, that innovative business ideas in the digital world will be implemented in a short time with fast and cheap experiments.

Course Description

Digital Marketing Management is a one-semester course delivered through an integration of lectures, discussions, topic related assignments and group projects. The first half of the course aims at laying out the framework for and strengthening apprehension of latest developments in digital marketing. Towards the end of the course, recent methodologies will be covered for ideation and assessment of scalable and innovative digital products and services. In this regard, tools like business model generation framework, customer development approach and lean startup methodology is discussed.

Course Coordinator
Adnan Veysel Ertemel
Adnan Veysel Ertemel
Course Language
English
 
 
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