Consumer Engagement in Digital Channels
MDSE 3090: Students examine emerging digital technologies and their impact on the consumer experience. Emphasis is on exploration of new technologies (e.g., blogs, customer relationship management) and critical evaluation of their influence on merchandising and hospitality management strategies.
The capstone project for this course was to conduct a marketing strategy for an advanced retailer- in this case, H&M. The goal was to provide strategic and analytical tools that will help H&M in the digital aspect and to gain a better understanding of the impact of emerging technology in the virtual arena.