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Smart Marketing in the Digital Age

1 credit, 5 weeks, synchronous Zoom class
Cost for guest students: $50

From advertising to pricing, from product design to channel strategies, SMART marketing has called for the integrated planning of marketing strategies. In the digital age, the embracement of data, predictions and automation technologies further transforms the practice of marketing decision analysis. This short course introduces the basic concepts of SMART marketing, and uses an integrated series of mini-examples to familiarize students with a digital mindset, essential to becoming a marketing scientist or researcher.

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The course focuses on the basic concepts of SMART marketing:
  • Setting goals
  • Operationalization and measurement
  • Prediction
  • Model specification
  • Numerical computation
Course Requirements:
  • Fluent English language ability
  • 2nd-year students or later
  • Completed first year statistics (highly recommended)
Class start date: Thursday, October 5th 2023
Thursday classes:
  • Vietnam/Indonesia: 1200-1500
  • China/Malaysia: 1300-1600
  • Korea: 1400-1700

Smart Marketing in the Digital Age is lectured by Professor Ruikai Zhou from SYSU University in China. Dr. Ruikai received his Ph.D from The Chinese University of Hong Kong in 2020, and focuses his research on marketing modelling, consumer decision making and uncertainty. He lectures a variety of related courses for SYSU University.

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