The rapid evolution of technology has led to increasingly well-informed buyers who are connected, communicative, and more in control than ever. This course discusses digital technologies and their impact on the marketing mix, branding, communication strategies, and distribution channels. Emphasis is placed on contemporary topics that face today’s marketing managers – with a focus on how analytics can be employed in digital and social media marketing to build brands, conduct business, support causes, rally the masses, and create and maintain customer relationships.