This course will help students making sense of the digital marketing landscape that has become more complex than ever. The holy grail of any marketing problem, 'delivering the right message to the right audience at the right time' that was promised by digital media and digital channels soon turned out to be a distant dream for marketers.

Even though the digital marketing environment provides unparalleled and unlimited data on various aspects of consumer behaviour; it fails to live up to the expectation of marketers due to its increased complexity.

The objective of this course is to understand such complexities in the digital marketing environment through the lenses of conceptual framework, quantitative skill development, and practical application using various online marketing data to unravel the true underlying consumer and firm behaviour.