Digital technologies have changed the way in which consumers and brands interface and interact. The constant and rapid evolution of digital environments, as well as the growing availability of tools for brands to engage and interact with their customers, have created multiple opportunities and challenges for firms associated with the way in which they understand consumers, brand touchpoints and user/customer experiences, integrated marketing communications, and market orientation, among others. 

This course introduces digital marketing and approaches such opportunities and challenges from a multidisciplinary perspective, involving marketing, psychology, and human-computer interaction (HCI). This approach will allow the participants to learn concepts and tools to understand how customers perceive, judge, and behave toward brands. In addition, it will provide them with concepts and tools to derive data-based consumer insights for brand experience design and to develop novel interactions by means of digital interfaces.