Marketing in the digital economy requires strategic and tactical decisions to be made with a high level of precision, at a more granular level and quicker than ever before. It should come as no surprise then that decisions in various marketing functions (including advertising, promotions, pricing and even product design) are now made based on or with the help of data and analytic algorithms. One could say that these algorithms are the marketer’s new competitive toolkit.
In this class we will explore the use of such algorithmic tools in furthering a firm’s digital (and non-digital) marketing goals. In particular, we will focus on methods to capture a consumer’s digital footprint and the algorithms used to use this data to tailor, improve and optimize the firm’s marketing investments. This course will require students to be conversant with digital technologies and somewhat comfortable with data and analytics although expertise is not required.
In addition to classroom discussions the course will feature speakers from firms engaged in algorithmic and digital marketing as well as project(s) that apply tools learnt in class to real problems.