Data-driven marketing: The role of data in multi-experience marketing
Prof. Dr. Jana Gross, Professor of Digital Marketing and New Technologies, KEDGE Business School, France
This course provides a holistic understanding of data-driven marketing in modern companies.
Participants will acquire knowledge about the technological as well as business opportunities and challenges in data-driven marketing related to a digital and fast-changing world.
The concepts and tools presented in this course allow participants to:
To convey a profound understanding of data-driven marketing in modern companies, its interactions and interfaces with marketing, its main instruments, recent trends and developments
Develop an understanding of data-driven marketing strategies, its functionalities, and limitations to create multi-experience marketing
