Digital Marketing: Customer Engagement Strategy

О курсе

This course examines how modern digital marketing integrates technology, creativity, and analytics to shape discovery, competition, and customer experience across digital and physical channels. Through a progression from foundational strategy to content, ecosystem integration, and artificial intelligence, the course explores how brands build trust, deliver value, and drive measurable growth in the contemporary digital marketplace. Module 1 introduces the foundations of modern digital marketing strategy (i.e., how digitization reshapes discovery, competition, and consumer experience across online and physical channels). Module 2 builds on this foundation by exploring how content is designed for multi-audience environments where people, algorithms, and generative AI all “read” and respond to information differently. Module 3 examines the integration of paid, organic, and influencer activities into unified ecosystems that turn storytelling and trust into measurable growth. Module 4 concludes by showing how artificial intelligence transforms service delivery, where data, empathy, and automation combine to create more personalized and anticipatory customer experiences. Together, these modules chart how technology, creativity, and analytics converge to define success in the modern digital marketplace.

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Nathan Yang

Associate Professor of Business Administration