In the final cycle of this year’s International Summer School that was held during July 21 - 31, visiting professor...
The only School of Management in Colombia with the Triple Accreditation recognition
This is the summarized version of the course syllabus, which is subject to change.
To remain competitive in today’s complex digital web and interconnected world, businesses must adopt a multifaceted approach that leverages various online strategies. This includes search engine marketing, social media optimization, business automation, content marketing, influencer marketing, experiential marketing, and web analytics. Businesses all around the world are grappling with a perpetual challenge: how to connect with their customers in an era where technology continues to reshape the world. These phenomena require executives to remain agile in an evolving digital landscape that influences the way customers make their choices. This course will analyze several cases of companies that have successfully harnessed digital technologies to gain a better understanding of their customers’ journeys and have adopted a customer-centric approach in a digital-first world. For example, Gucci and Marriott’s Ritz-Carlton reconfigured their strategies to better connect with their rapidly changing customer base. The exercise bike brand Peloton revolutionized the market by utilizing content marketing, influencer marketing, and experiential marketing strategies. A new and upcoming insurance company, Lemonade, disrupted the market by harnessing the power of business automation, breaking the world record for paying insurance claims within three minutes. Using these cases as a benchmark, the course covers several real-world strategies for business success in the age of digital transformation.
Dr. Intekhab (Ian) Alam is a Distinguished Professor of Digital Business and Marketing at the State University of New York, USA, where he teaches courses in Digital Marketing, Social Media Marketing, and Search Engine Marketing. Dr. Alam has taught in undergraduate, MBA, PhD, DBA, and executive programs around the world. He is the recipient of the prestigious Chancellor’s Award for Excellence in Teaching and several Outstanding Teaching and Use of Active Learning in the Classroom Awards in his career. He has also received the Marketing Management Association’s “National Meritorious Teaching Award” in the USA in 2010. His research interests are in the areas of Social Media Marketing and New Service Development. Dr. Alam’s research has been published in prestigious journals such as the Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Industrial Marketing Management, Journal of Services Marketing, International Marketing Review, and many more. Dr. Alam is actively involved in organizing student competitions for the local chapter of the American Marketing Association (AMA) in Rochester, New York. Before joining academia, Dr. Alam worked on various positions in the field of marketing in various firms in Australia and India. He also has years of experience as a marketing consultant, both in Australia and the USA.
Universidad de los Andes | Vigilada Mineducación
Reconocimiento como Universidad: Decreto 1297 del 30 de mayo de 1964.
Reconocimiento personería jurídica: Resolución 28 del 23 de febrero de 1949 Minjusticia.
Universidad de los Andes | Vigilada Mineducación
Reconocimiento como Universidad:
Decreto 1297 del 30 de mayo de 1964.
Reconocimiento personería jurídica:
Resolución 28 del 23 de febrero de 1949 Minjusticia.
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