UT Dallas 2020 Graduate Catalog

MKT6349 - MarTech Ecosystem

MKT 6349 MarTech Ecosystem (3 semester credit hours) This course covers the essential concepts of how to build and leverage a customer-centric data ecosystem to deliver personalized and timely messages to the customers, with the goal of supporting brand awareness, brand building, up-sell and retention across multiple touch points. In addition, the course covers best practices on how to select and integrate external marketing partners to build the ideal MarTech that will allow the delivery of personalized messages through different technologies (including AI) and how to optimize the marketing spend and KPIs to evaluate success. The course will be a mix of lectures and industry expert guest speakers. Prerequisite: MKT 6301. (3-0) Y