The major premise of this class is that customer relationships are in a period of rapid change: digital technologies, including the Internet, e-commerce and social media platforms, are moving the balance of power in relationships through customer engagement to a ‘customer led’ phase. This class aims at developing students’ knowledge and skills-based expertise in planning, implementing and managing successful e-marketing strategies.

The students will be exposed to a synthesis of well- established digital marketing theories and the most recent academic research on e-marketing. The class also aims at providing students with hands-on experience in the use of digital technologies for marketing purposes. Thus the class has a very practical focus.