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.