Digital Marketing Specialization
The internet and advances in digitization and social networking are transforming how companies and governments interact with customers and partners. Virtually every company in every industry is committed to establishing a “digital presence” that enables it to interact with customers and suppliers in new ways. As a result, today’s marketing managers need a deep understanding of how digital tools can be used to develop insights about customers and competitors and make key decisions about price, communications, channels, and products. These tools include the latest developments in areas such as social media, crowdsourcing, data analytics, mobile, and e-commerce. This specialization provides students with the strategic and analytical skills to obtain positions in organizations that are using these digital marketing tools and resources to add value to those organizations. The organizations include the “suppliers” of these new digital tools (e.g., Google, Facebook), consulting firms and advertising agencies, and traditional companies that are routinely using these tools and resources to aid in making everyday decisions.Academic Advisors:
Professor Vasant Dhar, 212-998-0816
Professor Russell Winer, 212-998-0540
Course List
For students beginning the MBA program during or after Summer 2016:
Complete a combination of 9 credits from the two lists below, taking at least 3 credits from each one.
Complete at least 3 credits (and up to 6 credits) from the list below:
| Course Number | Course Title |
| MKTG-GB.2344 | Data Driven Decision Making: Managerial |
| MKTG-GB.2354 | Data-Driven Decision Making: Technical |
| TECH-GB.2336 | Data Science for Business Analytics - Technical |
| TECH-GB.3310 | Social Media and Digital Marketing Analytics |
| TECH-GB.3336 | Data Mining for Business Analytics - Managerial |
| TECH-GB.3383 | Networks, Crowds, and Markets: Reasoning about a Highly Connected World |
Strategic
Complete at least 3 credits (and up to 6 credits) from the list below:
| Course Number | Course Title |
| INTA-GB.2140 | Narrative & Numbers |
| MKTG-GB.2150 | Social Media & Mobile Technologies |
| MKTG-GB.2173 | New Media in Marketing |
| MKTG-GB.2325 | Digital Media Innovation |
| MKTG-GB.3340 | Digitial Marketing Fundementals |
| TECH-GB.2318 | Digital Strategy |
| TECH-GB.3335 | Electronic Communities |
| LAW-LW.11019.001 | Information Privacy Law |
Course List:
For students who began the MBA program prior to Summer 2016:Complete 9 credits from the lists below:
| Course Number | Course Title |
| INTA-GB.3340 | Digital Marketing |
| MKTG-GB.2109 | Advertising 3.0: Communication in the Digital Age |
| MKTG-GB.2150 | Social Media |
| MKTG-GB.2173 | New Media in Marketing |
| MKTG-GB.2309 | Advertising |
| MKTG-GB.2325 | Digital Media Innovation |
| MKTG-GB.2365 | Brand Strategy* |
| TECH-GB.2318 | Digital Strategy |
| TECH-GB.2336 | Data Science for Business Analytics - Technical |
| TECH-GB.3136 | Search and the New Economy |
| TECH-GB.3310 | Social Media and Digital Marketing Analytics |
| TECH-GB.3322 | Design and Development of Web and Mobile Applications |
| TECH-GB.3335 | Electronic Communities |
| TECH-GB.3336 | Data Mining for Business Analytics - Managerial |
| TECH-GB.3339 | Being Digital: Search, Social Media and Crowdsourcing |
| TECH-GB.3383 | Networks, Crowds, and Markets: Reasoning about a Highly Connected World |
Course at the Law School
LAW-LW.11019 Information Privacy Law
*For students who began the MBA program prior to Summer 2016; in order for you to have MKTG-GB.2365 count towards the Digital Marketing Specialization, you must have your professor approve a digital marketing project and complete a required form. Please contact Academic Affairs and Advising to obtain this form. Upon approval by the professor, the form must then be submitted to Academic Affairs and Advising.
- For course descriptions, please see the Office of Records & Registration website.