NBAY 6030

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  • Schedule of Classes - June 7, 2023 8:54PM EDT
  • Course Catalog - June 7, 2023 7:14PM EDT

NBAY 6030
Digital Market Design

Course information provided by the Courses of Study 2022-2023.

The skills needed to thrive in marketing careers, and the skills needed to practice marketing in startups, are evolving very fast, from discrete campaigns, executed by creative people, to continuous processes, certainly designed by creative people but now executed by smart machines. Marketing is changing because we have much more data, new ways to store and deploy the data, new machine learning capabilities, more social forms of media, shifts in how retailing is done, new platform business models, and, resisting these trends, a growing consumer concern for privacy. This course examines several topics in data-intensive marketing, such as direct-to-consumer marketing, digital advertising, and multi-sided platforms. We study the new institutions that support marketing, and that is important for several reasons. First, marketing managers need to decide who to partner with. They have to assemble a stack of marketing technology partners and suppliers. Second, the entrepreneurs who build these institutions need to know how they fit together into an ecosystem, how they collaborate and how they compete. Third there is a tension between the tech giants, 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 and smaller niche specialists that must be integrated by the marketing clients. Marketers and investors should have a point of view on whether, or to what extent, the future lies with the giants, or the more open system of data flows among the niches.  In sum, the goal of the course is to introduce the marketing ecosystem within which students of today, both data scientists and managers, will make their careers. The course uses case studies and guests.

When Offered Spring.

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

View Enrollment Information

Syllabi:

  •   Seven Week - Second. 

  • 1.5 Credits GradeNoAud

  • 11842 NBAY 6030   LEC 001

  • Instruction Mode: In Person
    Taught in NYC. Open to Johnson & CT Students who have completed PREREQUISITE TECH 5310 - Business Fundamentals (or received waiver) Add/Drop Dates: January 17th at 9:00am thru February 6th at 11:59pm with an additional Add/Drop period beginning March 15th at 9:00am to March 22nd at 11:59pm. You may add or drop a second-half class after March 22nd at 11:59pm with permission of the faculty. If you are dropping after April 12th you will also receive a "W" on your transcript in addition to the late fees. Non-Johnson students must see their college registrar regarding policies connected with adding/dropping a second half Johnson School class. A petition may be required.

    Department Consent Required (Add)