The fast-changing digital landscape provides new opportunities for marketers to communicate with their customers. This MBA course provides a comprehensive overview of how organizations can get the most out of digital media and technology to achieve their marketing goals. It develops an understanding of the strategic frameworks to understand how to interact with customers at different touch points in their customer journey. Conducting a situation analysis of an online marketplace, and developing the digital marketing strategies and marketing mix for an online environment are discussed. The course examines concepts like relationship marketing, campaign planning, and developing marketing communications using effective digital media channels. Factors for successful implementation and performance of the digital channel are evaluated.