IB/CM 340 - Digital Marketing, E-Commerce, and Communication

The impact of digital technology on business and society has fundamentally reshaped the way companies operate and the way consumers behave. Over the past two decades, entire industries have been disrupted by digital players such as Alphabet (Google), Amazon, Apple, Meta, Microsoft, Alibaba, and by European and global startups like Airbnb, Uber, Dropbox, and others, whose innovative business models transformed expectations worldwide. 

Retail, Media & Publishing, Entertainment, Financial Services, Education, Transport, and Travel — no sector remains untouched. Digital channels, platforms, omnichannel commerce, influencers, analytics, and automation have blurred the line between online and offline, turning digital into the default environment of modern marketing. 

This course provides an overview of digital marketing, ecommerce, and communication. Through the analysis of real campaigns, emerging tools, and market trends, students will learn how to integrate digital levers into effective communication strategies. Case studies, practical exercises, and field studies with leading companies will help students understand the digital marketing landscape and develop strategic, data-informed solutions.