Marketing in the Networked Economy


John Marshall T’92 Adjunct Associate Professor of Business and Executive Fellow, Center for Digital Strategies [Bio on Tuck]

This course takes an analytical approach to the study of the marketing function in the context of the networked economy. Attention focuses on the challenges and opportunities that organizations face in applying traditional marketing skills in the electronic marketplace. Guest speakers and case studies will be used to illustrate the key issues in developing effective marketing strategies for e-commerce.

The major objectives of this course are to provide students with:

  • An understanding of the role of marketing in the context of the networked economy
  • A sound conceptual and theoretical “tool kit” for analyzing marketing problems faced by organizations in the networked economy
  • A forum for presenting and defending their recommendations and for critically examining and discussing the recommendations of others.


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