IMC 415: INTRODUCTION TO MARKETING TECHNOLOGIES
FALL QUARTER 2021
Each team selected a recent marketing campaign and conducted their own case study of how an organization has used MarTech. Class learnings provided a framework to help understand the value behind which technologies were being used.
FINAL CASE STUDY
A deep-dive into one of three core customer facing marketing technologies: outbound communication. Includes emerging capabilities that should be on a vendor’s roadmap, the ecosystem, and resources.
CUSTOMER FOCUSED TECHNOLOGY
Evaluation of the challenges facing a leading service brand that drove the need for its major marketing transformation effort using a framework for digital maturity. A focus on digital dynamics and the key marketing processes that were transformed.
CASE STUDY: AGILE MARKETING
CUSTOMER JOURNEY MAPPING
Analyze a the customer journey to identify where technology successfully enables the journey using an updated Customer Journey framework to account for the Loyalty Loop. After evaluating the journey, identify how the journey brings the brand to life and provide recommendations for improvement.