Given all the players, platforms and opportunities associated with digital marketing, it can seem overwhelming. Don’t let that stop you.
This course provides a clear overview of the digital marketing world. Discover how players such as ad networks, demand-side platforms and data management platforms interact with advertisers, agencies and publishers. Then learn how to use time-proven frameworks to assess your customers’ needs and identify your primary marketing objectives. Once you’ve put that all together, you’ll learn how to evaluate the performance of digital marketing campaigns.
WHAT YOU'LL LEARN
Analyze the roles played by key players in digital marketing
Use several frameworks to assess customer needs and develop objectives
Identify customer segments that can be targeted in marketing efforts
Prepare for the use of key performance indicators to evaluate success
Assistant Professor of Marketing, Johnson Graduate School of Management, Cornell University
Professor Clarence Lee is an assistant professor at the Johnson Graduate School of Management, where he is a Breazzano Family Sesquicentennial Fellow. Professor Lee’s research examines the drivers behind consumer adoption, usage, and purchase dynamics of digital goods, where he models consumer behavior using Bayesian statistics, structural econometrics, and machine learning techniques. Digital products and platforms, such as the ones produced by many Silicon Valley and NYC tech start-ups, are increasingly present in almost all consumer interactions. In such settings, understanding consumer choice and the dynamics of engagement and usage become critically important in order to acquire, serve, and retain consumers. He currently teaches Digital Marketing and Data Analytics & Modeling at both the Ithaca and Cornell Tech campuses.
Professor Lee received his doctorate from Harvard Business School and holds undergraduate and graduate degrees in electrical engineering and computer science from MIT. Prior to pursuing graduate studies, he has conducted nanotechnology research at IBM and space system design at MIT Lincoln Laboratory.
Any marketing manager, product manager or entrepreneur looking to gain a basic understanding of digital marketing. Anyone who is looking to move into digital marketing or wants to have general knowledge of the role digital marketing plays in an organization. This program is also suited for individuals who are looking to improve their ability to converse with marketing team members.
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