I teach digital marketing with an empirical bent. Students read the field experiments and quasi-experiments that changed how the industry measures advertising, then plan, run and measure live campaigns of their own.
Students learn to think strategically about digital marketing, from digital business models and channels to social media and mobile marketing, and apply analytics to real digital marketing problems. Each group plans and runs a live campaign with a real budget and is graded on what it measures.
The master's counterpart to MKTG 438, at greater depth. Discussion days are built around empirical papers chosen for surprising findings that overturn how the industry assumed advertising works, alongside case studies and a live campaign.
Research design, data collection and analysis for marketing decisions.
Digital marketing fundamentals with hands-on modules in web analytics.