This course explores the path from traditional to digital marketing by investigating new frameworks, omnichannel marketing and best practices across various industries. Students will learn current digital marketing practices by researching human-centric marketing techniques and understanding online consumer behavior. Students will also explore innovative marketing techniques such as viral marketing, social media and crowdsourcing strategies to design new solutions that integrate best experiences and practices across various platforms. Digital marketing metrics and KPIs will be analyzed to track and measure productivity and performance of marketing campaigns. By the end of the course, students will have gained an overall understanding of how human-centric online and offline channels work hand in hand for an improved customer experience. Open to: All undergraduate degree students. Pre-requisite(s): Marketing, PR, Branding; Quantitative Reasoning 2 or the equivalent