Digital Marketing: Platforms, Data, and Technologies

Successfully marketing brands today requires a well-balanced blend of art, science, and technology. This course introduces students to the systems and infrastructures that underpin modern digital marketing, from recommendation engines and visual analytics to blockchain-enabled transparency and advanced data measurement frameworks. The goal is to equip learners with the tools and reasoning needed to design, evaluate, and govern marketing technologies that drive personalization, trust, and perform

• Understand how modern recommendation systems personalize content and balance accuracy, fairness, and user trust
• Learn to analyze visual and multimodal data to detect cultural, behavioral, and design trends
• Explore how blockchain technologies enable transparency, authenticity, and secure value exchange in marketing ecosystems
• Evaluate data integrity, governance, and measurement frameworks that ensure reliability in complex digital environments