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Developments in technology and the evolution of marketing are inextricably intertwined. New technologies have underpinned many of the major milestones in the history of marketing. The pace of technological developments these days is much faster than in previous times. Marketers today not only have to keep up with development in marketing theories and concepts but also with the emerging technologies. This can seem a bit daunting for marketers from a non-technical background. However, digital marketing is not just about the technology. Digital marketing is still marketing and marketing is still about people. Marketers are people and consumers are people. A digital technology simply allows marketers and consumers to connect and communicate in a different way. To that end, marketers need to understand how consumers are using the technology so they can engage with them more effectively. They also need to know about the new technologies at their disposal and how they can make judgements about their usefulness.

This course is about the role of digital technologies and their application in marketing. It begins by exploring the impact of technology on the human condition. It investigates theories and concepts related to linear and non-linear marketing approaches. The course elaborates on content, relationship and context marketing. It examines some of the main issues related to social media, SEO, mobile, wearable technologies, virtual reality, 3D printing, gaming, IoT, cloud computing, beacons, automation such as hubspot, big data and analytics.