Course Description

Digital marketing has transformed the 21st century and has upended the playbooks of every major corporation. This elective course will teach you how to unleash your digital marketing prowess over seven weeks of hands-on exercises and data analysis straight from the trenches. You will be taught by the best of the best experts from the leading performance marketing firms in North America, who collectively manage over $10B of media spend annually.

This is a half-course based on lectures and custom-built hands-on exercises for HBS students to help build foundational knowledge of the modern tools of digital marketing and analytics. The course was tailored for aspiring entrepreneurs and marketers curious about emerging methods and tactics to build effective brands in the modern age. Students will apply the learnings from each class with world-class experts while assembling their own toolsets and frameworks for executing best-in-class digital campaigns.

In addition, the course will offer optional experimental labs on cutting-edge topics for students interested in going deep in areas like generative AI via ChatGPT4 with SEO and paid media, 0 and 1st-party customer data and privacy considerations, and multivariate testing methods for pricing new products online.

Finally, students will have access to guest speakers and instructors in a private Slack environment for asynchronous learning opportunities to augment pre-read assignments and Q&A follow-up from class exercises for completing assignments.

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