Digital technologies have dramatically changed the way how marketers interact and communicate with customers. Therefore, it is essential that marketers should be well-acquainted with these tools and be able to integrate them into the marketing strategy of the firm. This course will provide students with the basic concepts, principles and theories associated with marketing in the digital environment. They will be familiarized with the various digital platforms including search engines, social media, mobile as well as other forms of new media. This course also prepares students in anticipation of future developments in the digital world.

CILO-1: Discuss the basic concepts, principles and theories in digital marketing. CILO-2: Apply the various tools and technologies in marketing to customers. CILO-3: Integrate the firm's digital marketing effort into the marketing effort into the marketing strategy of the firm.