Digital Marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium.

Digital Marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. In addition to defining new roles and responsibilities and helping develop employees’ skills, we address technology infrastructure issues and identify potential partners.

The internet and advances in digitization and social networking are transforming how companies and governments interact with customers and partners. Digital commerce is at once a powerful enabler and disrupter of business models. There is growing evidence that a strong digital presence, based on a deep understanding of the complexities and nuances of the digital world, translates into significant business value.  

This specialization provides students with the strategic and analytical skills to guide organizations navigating in a digital world that is overflowing with data on customers, products, and interactions.

Digital Media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know.

Digital Media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.