NBAY 6030

NBAY 6030

Course information provided by the Courses of Study 2018-2019.

This course is concerned with the new institutions that support marketing. The study of these institutions is important for several reasons. First, marketing managers need to decide who to partner with, and typically that means that they have to assemble what the industry calls a "stack" of marketing technology and advertising technology partners and suppliers. Second, the entrepreneurs who build these institutions need to know how they fit together in an ecosystem, how they collaborate and how they compete. Third there is a tension between the largest of these institutions, platforms like Google, Amazon, and Facebook, that offer themselves as fully integrated systems for the practice of data-driven marketing, and the rest of the institutional space, which contains large specialized firms such as Salesforce.com and smaller niche specialists. Marketers and investors should have a point of view on whether, or to what extent, the future lies with the giants of big data, sometimes called walled gardens, or the more open system of data flows among the niches.  In sum, the goal of the course is to introduce the institutions within which students of today will make their careers. Data science is being deployed within institutional settings, and it is vital to know how the system of firms works together.

When Offered Spring.

Permission Note Enrollment limited to: Cornell Tech students and Johnson Students studying at Cornell Tech.

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Enrollment Information
Syllabi: none
  •   Seven Week - Second. 

  • 1 Credit GradeNoAud

  • 14735NBAY 6030  LEC 001

  • Taught in NYC. Enrollment limited to Cornell Tech Students, and Johnson Students studying at Cornell Tech during the Spring 2019 term. Online Add/Drop Period: January 15th at 8:00am to February 5th at 4:00pm. Please email gm-registrar@cornell.edu for any add/drop request after February 5th. If you are dropping after April 25th, you will also receive a "W" on your transcript.