Contemporary marketing fundamentals

This course shuns some of the 20th century's tired marketing mantras by introducing new thinking and providing practical insights into marketing that focus on customer-centric strategies driven by data, emphasising content and engagement, agile marketing practices, and the use of analytics, AI, and rapid experimentation to adapt to shifting market conditions. The course would also underscore the importance of delivering cohesive customer experiences in a dynamic, digital-first environment. This is a 10-session course and must be taken with W210Am06 in Week 2.