Digital Marketing
Digital marketing has taken the world by storm
“OMG! Maita, Maita, Maita!” (“Oh my god! You have to get it!”) It is this famous line from China’s top live streamer Li Jiaqi that introduced us to the world of live commerce at the very beginning. As we enter 2023, enterprises have shifted their focus from short-term conversions and popularity driven by traffic, be it through livestreaming e-commerce, private domain or digital transformation. Instead, greater attention is now given to retention and long-term conversions.
As consumer behavior evolves, coupled with the emergence of 5G technology and the Internet of Things, the digital marketing industry is confronted with new challenges and opportunities. In the face of rapidly changing market competition, it is crucial to reach consumers through digital marketing, whether in the initial stages of building a brand or during the phase of stable growth. Therefore, whether you are a beginner just entering the field of digital marketing, or a seasoned professional with experience, mastering the core concepts and tools of digital marketing is essential for standing out in the fiercely competitive market.
The third installment of the #SISU MBA Program Featured Concentrations Explained# series brings a powerful weapon for building core competitiveness in the wave of digital transformation.
Objectives
This concentration aims to cultivate individuals who can harness big data analytics, AI algorithms, and big model technologies to innovate marketing approaches, enhance the efficiency of content dissemination, and revolutionize business models in marketing services.
Highlights
Shanghai International Studies University is the first institution in China to offer an MBA program focused on digital marketing. By bringing in an elite team of international professors from the University of Pennsylvania and Georgia Institute of Technology, and partnering with industry experts to evolve them in teaching, the program has developed a well-designed training scheme to cultivate versatile professionals that can adapt to the digital intelligent transformation.
Curriculum
Digital Marketing Strategy
Online Consumer Behavior
Data-Driven Marketing
Brand Management in the Digital Era
In addition to classroom instruction, the program offers students the chance to interact with Google’s executive team, leading digital marketing business schools worldwide, and top global internet company executives. Furthermore, students can visit corporations to gain valuable hands-on experience. This enables students to acquire an in-depth comprehension of the new features of digital marketing influenced by technologies such as big data, AI, and large models. Eventually, they will be capable of developing digital transformation strategies, and build a strong competitive edge in the digital marketing field.
Career Development
During the “14th Five-Year Plan” period, China’s digital economy will transition towards applications and foster coordinated advancements in technology, models, formats, and institutional innovation. This shift will generate strong momentum for the digital transformation and upgrading of the marketing industry, creating new opportunities for the growth of digital marketing. Different from traditional brand marketing, digital marketing service providers with core technologies such as deep learning and AI algorithms, edge computing, and large models will gradually gain competitive advantages, acquire larger market shares, and continue to drive the rapid development of digital marketing through technological innovation. As the pace of technological change accelerates, digital marketing puts forward higher requirements for industry professionals and the demand for individuals with versatile skills is growing. These professionals must not only master technology but also possess business acumen. The Digital Marketing concentration is characterized by “innovative, interdisciplinary, and data-driven strategies.” MBA courses rooted in economics, psychology, and statistics can solidify students’ foundations, while specialized courses in digital marketing strategy and consumer behavior provide a critical framework for marketing decision-making. Data-driven marketing and brand management courses offer scientific tools and cultivate a mindset of insightful decision-making in practice.
