Special Topic

Description

Marketing in a Digital World
Marketing strategies create great products and services by communicating and delivering their value to prospective customers; however, digital technologies are disrupting nearly every aspect of business including marketing, so what does the future hold for marketing as know it? Future marketing leaders will be required to both quickly scope the potential application of new digital technologies, and also pivot existing organisational practices to accommodate these technologies’ applications without endangering relationships with fundamental stakeholders. In this course, we will explore many new technologies brought on by the dramatic increase in the abilities of artificial intelligence (AI) in recent years, including AI analytics (e.g., automatic efficiency, lead generation, inventory systems social listening), generative AI (e.g., ChatGPT, Dal-E), AI-generated content (e.g., Deepfakes, GANs), AI mediated customer experiences (e.g., self-checkouts, smart mirrors, customer service bots), and immersive technologies (e.g., VR, AR, Metaverse). While there exists much promise in these digital technologies applied to various aspects of marketing strategies, these technologies also bring additional challenges that we will debate and discuss in class to prepare you to critically reason what prospective opportunities and potential risks may arise if you were to implement a technological solution in your or your client’s organisation.