General MBA / Overview
The emergence of new technologies challenges conventional marketing strategies. These new technologies do not only facilitate data collection, but offer plenty of opportunities to translate this new (and often real-time) customer information into interactive marketing strategies. We will discuss important concepts including interactive advertising, mobile marketing, media multitasking, e-commerce and the online shopping experience, interactive marketing at the point-of-sale, crowdsourcing, toolkits, mass customization, privacy, trust, and ethical issues related to interactive marketing. This course provides a solid knowledge base on the benefits, risks, and opportunities of interactive marketing. Based on relevant theories and concepts, students will work on a case study and develop an interactive marketing strategy for a company.