DMG 710. AI Marketing Strategy. (3 h)

Examines how artificial intelligence transforms digital marketing strategies (e.g., positioning, visibility, customer experience) and tactics (e.g., LLM optimization, AI-augmented segmentation and targeting, automation workflows). An emphasis is placed on AI-integrated marketing frameworks and concepts (e.g., the AI Marketing Canvas, Digital Twins, Customer Equity, ARD, and agentic AI systems). Measurement, governance, and executive communication of AI-driven marketing initiatives will also be examined, culminating in an integrated AI marketing strategy for a real organization.

DMG 712. The AI-Era Consumer Behavior and Research. (3 h)

Robust knowledge of research methods is fundamental to the modern marketing discipline. This course teaches professionals the theory and best practices for using AI-era research techniques, including journey mapping and consumer analytics, to gain a deep understanding of consumers' needs, behaviors, and interests to inform integrated campaigns.

DMG 714. AI Ethics and Marketing Responsibility. (3 h)

Examines the ethics of marketing and product liability with a focus on trust, disclosure, and AI brand responsibility. Explores emerging issues related to the buying and selling of consumer data, the use of artificial intelligence (AI) to predict and influence human behavior, and other consumer privacy concerns.

DMG 720. AI Marketing Analytics and Data Visualization. (3 h)

Covers best practices for gathering, interpreting, and presenting compelling marketing data, leveraging AI-powered measurement and visualization to inspire positive action.

DMG 722. Storytelling and Creating Human and AI Content. (3 h)

Creative execution of compelling "stories" by integrating brand management principles. Theory on the use of AI-assisted content to market frameworks and brand voice, effectively engaging consumers and other stakeholders, will be explored.

DMG 724. Design Thinking and AI Tools. (3 h)

User-centered design (UCD) and related methodologies, including user research, user experience (UX), interaction design, and usability testing, will be examined. These methodologies will be applied using modern AI tools that accelerate ideation, prototyping, and iteration.

DMG 730. Campaign Analytics and the Ad-Tech Reset. (3 h)

Given the dynamic nature of the marketplace and rapidly shifting consumer interests and behaviors, it is critical to explore the ad-tech ecosystem. We will appraise SEM, paid AI ads, display, retail media and retargeting, and how AI is resetting the tools used to track these shifts and to communicate with consumers in impactful ways.

DMG 732. AI-Powered Social Media Marketing Strategy: Discovery, Content, and Influence. (3 h)

Examines how artificial intelligence reshapes content marketing and social media strategy in an attention-scarce, information-saturated marketplace. Explores the application of AI across the full strategic workflow—audience research, competitive intelligence, content creation, distribution, and measurement. Emphasizes creating content that earns consumer attention, optimizing it for discovery by both audiences and AI systems, and building brand influence amid the continually shifting rules of visibility.

DMG 751. AI-Powered Visual Content Creation and Video Development. (3 h)

Creating engaging visual content requires a unique set of skills, including familiarity with the latest tools, understanding of your target audience, and the ability to communicate your creative vision. This course will explore the visual content formats used in digital marketing, the tools used to create them, and the best ways to measure their performance. Students master AI tools for visual storytelling while addressing ethical considerations and quality control in AI-generated content.

DMG 752. Digital Consumer Psychology and Decision Making. (3 h)

This course will provide a deep dive into online and mobile consumer behavior and use an analytics-driven approach to explain why consumers look, pause, click, engage, and buy.

DMG 753. The Customer Journey: Website and eCommerce Marketing. (3 h)

In digital marketing, understanding the consumer journey is extremely important. To help students understand that journey and to design impactful digital pathways for it, this course will focus on website and eCommerce marketing strategies that increase customer demand and sales.

DMG 799. Digital Campaign Project/Capstone. (3 h)

Integrates skills and knowledge developed throughout the program through a capstone marketing project for an organization and the assembly of a professional portfolio showcasing AI-era marketing capabilities.