BUSM 758T

It has been a quarter century since the commercial use of the Internet and the World Wide Web began and during that time the business landscape has changed at a frenetic pace. Large multinational corporations such as Alphabet/Google, Facebook, Amazon, Alibaba and eBay, unheard of twenty years ago, have emerged as key players in our modern economy. In 2017 holiday season, online sales increased over 16 percent of overall spending online in 2016 with online retail spending in the U.S., the highest percentage since tracking began in 1999. Sales made through mobile devices have increased at a rapid rate to around 22 to 40 percent of all online sales. Corporations now highlight the importance of creating a digital relationship with customers. Moreover, digital technologies and devices such as smartphones, smart products, the Internet of Things, Artificial Intelligence, and deep learning all promise significant transformations of consumers lives in the near future. It is against this backdrop this course seeks to understand how the developments in digital technology are re-shaping the process and the strategy of marketing in the broad space we call digital marketing.