This course explores the cutting edge of digital marketing through the lens of Generative Artificial Intelligence (GenAI) and other transformative technologies. Students will examine how GenAI is revolutionizing content creation, personalization, campaign optimization, and customer engagement across digital platforms. The curriculum covers essential topics such as web analytics, design thinking, content and influencer marketing, viral video strategies, mobile and social media marketing, search engine optimization and marketing, big data analytics, AI-assisted marketing, product management, and the ethical and ESG (Environmental, Social, and Governance) considerations in today's marketing landscape.

This course is designed to benefit a broad audience - including marketers, agencies, startups, established businesses and institution, as well as public communication practitioners such as government, news organisations, and NGOs - reflecting the reality that GenAI tools are now essential across the entire digital marketing industry. 

Through real-world case studies, interactive discussions, and collaborative projects, students will:

• Discover and apply innovative marketing concepts in practical communication contexts.
• Design and execute creative, GenAI-powered marketing plans for real companies.
• Gain a comprehensive understanding of the latest advancements in digital marketing communication.

This course equips participants with the skills and knowledge to leverage GenAI and related technologies for impactful, ethical, and future-ready marketing strategies.

In-class exercise / student activities may be given out to enhance learning experience.