Digital Marketing Track
The Internet and advances in digitization and social networking are transforming how companies and governments interact with customers and partners. Virtually every company in every industry is committed to establishing a “digital presence” that enables it to interact with customers and suppliers in new ways. As a result, today’s marketing managers need a deep understanding of how digital tools can be used to develop insights about customers and competitors and make key decisions about price, communications, channels, and products. This specialization provides students with the strategic and analytical skills to obtain positions in organizations that are using digital marketing tools and to add value to those organizations. The companies include the “suppliers” of these new digital tools (e.g., Google, Facebook), consulting firms and advertising agencies, and traditional companies that are routinely using these tools to aid in making everyday decisions.
Fundamental Courses
While not required, taking the following courses is recommended. They will provide you with the fundamental knowledge and skills you will need to excel in this field. 
  • Introduction to Marketing (MKTG-UB 1)
  • Information Technology in Business & Society (TECH-UB 1)
  • Social Media & Digital Marketing (TECH-UB 38)
  • Networks, Crowds & Markets (TECH-UB 60)
Recommended Electives
Make sure to check Albert for any course prerequisites.
  • Social Media Strategy (MKTG-UB 45)
  • Data-Driven Decision Making (MKTG-UB 54)
  • Digital Business Strategies (MKTG-UB 56)
  • Digital Marketing (MKTG-UB 57)
  • Decision Models & Analytics (MULT-UB 7)
  • Data Mining for Business Analytics (TECH-UB 57)
  • Digital Innovation & Crowdsourcing (TECH-UB 70)

You can pick track electives that also count toward your declared concentration. Speak to an academic adviser if you have any questions about how tracks & concentrations overlap.
Headshot of Professor Batia Wiesenfeld

Track Champion

Contact Professor Sunder Narayanan for any questions about the Digital Marketing Track. This can include questions about courses to choose, career paths, and more. 
Office: Tisch Hall, 901
Are you pursuing this track? Let us know by completing the concentration declaration form and adding in the track you are pursuing.