Marketing in the modern digital landscape involves a number of challenges as platforms, technology, competitive landscapes, data availability, and analytics techniques evolve rapidly. This class prepares students to be effective marketing leaders in landscapes that involve digital and social media initiatives and equips them to make strategic decisions in rapidly evolving and data-rich environments. Students will gain a working knowledge of the digital marketing landscape, learn to critically assess strategic digital and social media plans, and evaluate a range of approaches and techniques for measurement of digital and social media data. Core Marketing 430 is a pre-requisite unless otherwise approved by the Professor.