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.
Recently, luxury retail giant Saks Fifth Avenue made a decision that has left many business leaders and experts puzzled: “selling its high-end merchandise on Amazon’s platform”. In contrast, an online furniture retailer Wayfair opened its first physical store and experienced a significant boost in both sales and foot traffic. These examples highlight a new paradigm in digital marketing and in-store retailing: one that underscores the synergistic impact of digital technologies on retail and pricing strategies. In today’s complex customer journey, consumers increasingly expect seamless, personalized experiences across every touch point, whether browsing online or shopping in-store. To meet these expectations, businesses must adopt an integrated approach that combines online strategies such as search engine marketing, social media optimization, business automation, and web analytics with offline strategies like in-store retailing, personal selling, and strategic pricing. This course will examine case studies of companies that have successfully leveraged digital technologies to integrate their sales, retail, and pricing strategies. By doing so, these firms have gained deeper insights into the customer journey and have attracted large numbers of customers.
Dr. Intekhab Alam is a Distinguished Professor at the State University of New York and a 2025 U.S. Fulbright Scholar, recently awarded the Fulbright Specialist Award to lead academic initiatives. He has taught courses in Digital Marketing, Search Engine Marketing, Product and Brand Management, Sales Management, and Logistics Management across undergraduate, MBA, PhD, and executive programs in Australia, Colombia, India, Japan, Lebanon, and Oman. Dr. Alam has received the Chancellor’s Award for Excellence in Teaching, multiple Outstanding Teaching and Active Learning Awards, and the Marketing Management Association’s National Meritorious Teaching Award in 2010. His research focuses on New Service Development and Social Media Marketing, with publications in top journals including the Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Industrial Marketing Management, Journal of Services Marketing, and International Marketing Review, among others. He is active in organizing student competitions for the American Marketing Association (AMA) chapter in Rochester, New York, and prior to academia held marketing roles in firms in Australia and India, later working as a marketing consultant in both Australia and the United States.
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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