MSc Experiental Digital Marketing Comm.

Agile marketing is an approach to marketing that uses the principles of Agile project management to improve flexibility, speed, collaboration, and responsiveness to change. It focuses on quickly delivering marketing campaigns, testing strategies, and adapting based on real-time feedback, allowing teams to better meet customer needs and adjust to market trends.

Sustainable marketing is a business approach that seeks to create value for customers while considering the long-term impact on society, the environment, and future generations. It emphasizes promoting products or services in ways that are socially responsible, environmentally friendly, and economically viable.

The aim of this course is to equip students with the knowledge and applied skills to design, implement, and evaluate marketing-technology (“MarTech”) solutions that enhance experiential marketing. Students will learn how data, platforms, automation, and analytics enable customer-centric campaigns, and will critically reflect on ethical and governance challenges in technology-driven marketing.