NYU Stern
Share / Print
Press Releases

NYU Stern Announces MBA Specialization in Digital Marketing

Campus Shot Article Test Image 1

With the convergence of these two important areas of modern-day commerce—Marketing and Information Systems—students will learn from renowned faculty experts in these disciplines about how to transform today’s business challenges into tomorrow’s opportunities.

To more formally prepare MBA students with the strategic and analytical skills to guide organizations navigating a digital world, NYU Stern has launched a Digital Marketing specialization. Starting in spring 2012, students have the opportunity to focus their studies on a mix of marketing and information systems (IS) courses that will equip them with the knowledge to create value in an increasingly complex and changing digital world.

“Technology is both a powerful enabler and disruptor of traditional business models, yet with disruption comes innovation,” said Peter Henry, dean of NYU Stern. “With the convergence of these two important areas of modern-day commerce—Marketing and Information Systems—students will learn from renowned faculty experts in these disciplines about how to transform today’s business challenges into tomorrow’s opportunities.”

“The technology platforms enabled by the Internet, and the explosion of predictive data-driven analytics facilitated as a by-product of digital interactions is transforming how companies and governments interact with individuals and firms,” said Vasant Dhar, head of the IS group in the Information, Operations and Management Sciences department, specialization co-adviser and an expert on predictive analytics, data mining and data governance. “Today, a digital strategy is a cost of entry in business. Data are a valuable asset that must be mined responsibly to create business value, but in a way that preserves the basic rights of those who provide it and the reputations of those who use it.”

Russell Winer, chairman of the marketing department, specialization co-adviser, and CRM and digital marketing expert, added, “Marketers today have a number of ways to distribute their message, many via online and social platforms, and must understand the rules of online engagement and the power of digital to elevate a brand or a reputation.”

MBA courses that count towards the specialization come from the Information, Operations and Management Sciences and Marketing departments, and include Brand Strategy, Data Mining for Business Analytics and Information Privacy Law, which is co-offered with NYU School of Law. Co-curricular activities, such as the Graduate Marketing Association, the Luxury and Retail club and the Technology and New Media club complement the curriculum and provide opportunities to meet industry leaders and practitioners.

Contact:
Rika Nazem, Office of Public Affairs
NYU Stern School of Business
212-998-0678, rnazem@stern.nyu.edu