The success of the creative economy depends greatly on how effectively innovation and technology are used to bridge industries and consumer markets. It has thus become imperative for marketing professionals to have the necessary knowledge, skills, and capabilities to harness the constantly growing field of digital marketing to reach, engage, and excite a global target audience whose needs and tastes evolve at an even faster rate.

In this course, students will utilize the latest trends in digital marketing, including but not limited to social media, search, big data, and virtual/augmented reality in developing a compelling and dynamic marketing strategy for a creative organization, industry, or economy. This course aims to help prepare students pursue a career in marketing for the creative economy as a practitioner who can confidently and effectively employ digital marketing tools and evaluate the effectiveness of digital marketing strategies.