Digital Marketing (MDMK)

A study of markets, institutions and the environment in which business firms operate with attention to the effect these facets, forces and issues have on the firm's overall marketing strategy. Open to students in the Digital Marketing Minos.

An investigation of the decision-making process of consumer and organizational buyers. The course considers the social, cultural, psychological, and economic dimensions of behavior as they apply to the acquisition of goods and services.

A study of the application of scientific method to the definition and solution of marketing problems with attention to research design, sampling theory, methods of data collection and the use of statistical techniques in the data analysis.

Marketing is an increasingly analytical profession driven by the availability of data and analytical techniques to improve decision making. This undergraduate course will introduce decision models that rely on financial data, other marketing metrics including web based key performance indicators, as well as statistical analyses. This course seeks to integrate the various analytical techniques taught in the business school within a marketing context. This course is appropriate for individuals considering careers in brand management, product management, retail management, marketing research, or consulting.

This digital revolution has prompted marketers to rethink their digital strategies and leverage data to optimally 'engage' their audiences on these contemporary platforms. In keeping with this trend, this course will help students build job-ready skills for measuring, evaluating, and responding to digital engagement using mathematical and data-driven methods. Students will learn to frame marketing questions quantitatively and use spreadsheets and Stata to build, estimate, and interpret models that inform marketing strategy. Some math and statistics background (e.g., algebra, calculus, and probability) will be assumed and is essential for the successful completion of this course.

In this course, you will learn how to build a complete, data-driven social media strategy using the most current tactics, tools, and technologies shaping the industry. You’ll gain hands-on experience with AI, simulations, platform certifications, and the SOSTAC framework, the strategic backbone of the course. By the end, you’ll know not only how social media works, but how to make it work for brands, products, and audiences in a rapidly changing environment. You will: -Apply the SOSTAC framework to evaluate the current situation, set objectives, develop strategy, and determine tactics, actions, and controls. -Use generative AI tools to plan content, analyze audiences, and optimize campaigns. -Participate in the MimicSocial simulation, managing the social strategy for Buhi Bags in a real-world scenario. -Earn the LinkedIn Marketing Solutions Fundamentals Certification, strengthening your platform expertise. -Engage with industry readings, trends, and best practices used by top social media marketing teams today. Through a mix of hands-on projects, certifications, peer collaboration, and applied learning, you’ll gain the strategic capability and technical proficiency required to navigate the marketing technology revolution with confidence and creativity. Welcome to the course, let’s build your social media strategy.

Marketing's timeless responsibilities are being augmented by new imperatives, as strong market forces and enhanced customer expectations are requiring firms and institutions to reimagine and transform their customer engagement strategies in entirely new ways. How each of us live, work, interact and buy continue to fundamentally change. Digital Marketing is an essential and powerful component of modern marketing, and a driving force for how firms establish and strengthen customer relationships. This course will introduce Digital Marketing frameworks that enable firms to deeply understand and engage with each of their customers and prospects across their buyer's journey. In this class, we will review and apply digital marketing strategies to build social media eminence, effectively engage customers and prospects, and successfully promote brands, products and services with data driven tools and techniques. Frameworks that enable firms to deploy a digital-first integrated marketing strategy with a measurement system to sense and respond to in-market performance indicators will be examined.

This module will provide you with an understanding of the foundations of consumer behaviour in order to formulate and devise appropriate marketing strategies and plans. As part of this, you will consider, compare and contrast the traditional approaches to customer behaviour as well as more contemporary options. Specifically, you will be introduced to the wide range of individual, social and group influences which impact upon consumer purchase decisions; how different customer behaviour models and theories can be practically applied to understand customer behaviour and to contemporary customer behaviour issues. In addition, we aim to develop an appreciation for the ways in which consumers behave. DU - Dublin City University This module emphasises the centrality and breadth of consumption in contemporary consumers' lives. Students will also be challenged to reflect on their own experience as consumers. Throughout the course, students will be required to examine how facets of consumer behaviour can drive and inform managerial decision-making in the marketplace. The course is delivered primarily through weekly lectures

This course will teach you how marketing managers make decisions about pricing and distribution, using data. We begin with understanding pricing and promoting to an individual customer, and use this foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level and managing category pricing. A key part of the class is understanding the limitations of different types of data and how better planning can both simplify the analysis and increase your confidence in the findings. This class is designed to be very practical and hands-on. A working knowledge of statistics (e.g., t-test and regression analysis) is required and you will learn R for the analysis.

The overarching principles of this course are: 1) estimating customer lifetime value (CLV) and managing customers based on their CLV, 2) deciding which customers to acquire and how to acquire them, 3) clarifying the importance of customer retention and developing ideas to increase retention, 4) expanding existing customer relationships and increasing share of wallet through cross-selling and up-selling, and 5) linking CLV to organizational-level concepts such as firm valuation. The course requirements and format include lectures, case analyses, simulations, student-led discussions, and short papers.

Applied Digital Marketing will provide an experiential learning opportunity for students to elevate the brand equity and enrollment profile of the University of Notre Dame's Mendoza College of Business by blending the theory of digital marketing with the practical demands of managing highly-targeted, data- driven digital marketing campaigns. Students will spearhead the design, build, and execution phases of a digital marketing campaign for COB (or appropriate client), focused on a particular channel (Facebook, Twitter, LinkedIn, etc.), program (Graduate Business, Executive Ed, Non-Profit Admin, etc.), or target audience. Course objectives include developing a deep understanding and application of the art and science of a digital-first demand management system.