Consumer Engagement in a Connected World

Course Code
EMBA 607
1.5 hours
  • Spring 21
  • Spring 22

Consumer Engagement in a Connected World --- Today's technologies are continuously transforming the ways consumers interact with brands and each other. These changes constitute a fundamental shift in the marketplace - consumers have greater opportunities to voice their opinions and connect with other consumers as well as an increased influence over marketers and branded products. As a result, the conventional approaches to marketing communications have become more and more challenged. This puts an added emphasis on leveraging social media and other digital means to engage consumers and propagate ideas, messages, products, and behaviors between them. This course takes an in-depth look at the relationship between media and human behavior, and examines how organizations can capitalize on contemporary media to support their marketing efforts.

Taught By
Marcus Collins
  • Clinical Assistant Professor of Marketing
Marcus Collins is an award-winning marketer and cultural translator with one foot in the world of practice—serving as the Chief Strategy...
John Branch
  • Clinical Associate Professor of Business Administration, Co-Director of Yaffe Digital Media Initiative, Ross School of Business
  • Faculty Associate, Center for Russian, East European, & Eurasian Studies
  • Research Fellow, William Davison Institute
John Branch currently teaches a variety of marketing and international business courses at the undergraduate, MBA, and executive levels at the...