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.

Analytical

Complete at least 3 credits (and up to 6 credits) from the list below:
 
* Not eligible to count towards this specialization if this course was taken as part of your core requirements (Full-Time students only).

Strategic

Complete at least 3 credits (and up to 6 credits) from the list below:
   

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Course List:

For students who began the MBA program prior to Summer 2016:

Complete 9 credits from the lists below:
 
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.