Description

This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Participants will learn: (1) How new digital tools are enabling customers to take a more active role in promotional activities. (2) How new digital tools are dramatically altering the distribution of products and revolutionizing the retail landscape. (3) How new digital tools are enabling customers to take a more active role in both evaluating and setting the prices they pay for the products they buy.