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Major Module Digital Strategy and Marketing


Since the inception of the Internet and the world-wide-web in the late 1990s, we have witnessed dramatic increase in our ability to communicate in new, richer, and flexible ways. The key technological changes associated to the digital transformation are linked to (1) the emergence of the the internet and associated technologies and applications (protocols, infrastructure, media); (2) the development of devices that allow us to communicate with an unprecedented level of richness from anywhere, anytime; (3) the use of new algorithms that can automatize a wide range of tasks, including those that have been traditionally performed by human beings.

These technologies have had a tremendous effect on the way we learn, shop, communicate, play, and generally live our lives and run businesses. Broadly speaking, the digital transformation has
• Radically altered the way people interact with one another.
• Put a world of information at the fingertips of individuals and companies.
• Lowered cost of targeting.
• Enabled the generation and use of large amounts of business and behavioral data.

Learning Objectives

Students who take this course …
… should gain a long-view of the ongoing digital transformation and develop a sense of how the most important trends are enabling new business models and are changing the relationships between companies and its customers
… will be able to use economic intuition to frame platform, advertising, pricing, channel questions.
… will understand the challenges of measuring market outcomes and marketing effectiveness in the online world.
… will develop an understanding of how existing business structures and institutions integrate digital technologies
… gain intuitions of how the digital environment is changing consumers attitudes, behaviors and expectations.
… are expected to take a broad view at the role of digital technology in society