The emergence of the Digital Revolution has profoundly reshaped the landscape of product creation, promotion, distribution, and consumption. In the era preceding the advent of digital technologies like the Internet, personal computers, and smartphones, marketing predominantly operated within the realm of analog, characterised by physical interactions. Presently, a significant shift towards digital platforms is evident in various marketing endeavours, particularly in promotional strategies. Nonetheless, the reality of our existence persists in the analog domain, exemplified by the predominant occurrence of sales within physical stores. Consequently, both marketers and consumers find themselves navigating the dual realms of analog and digital on a daily basis. This course delves into the intricacies of both analog and digital domains, exploring their interplay within the Digital Marketing Revolution.

Commencing with an examination of the fundamental distinctions between analog and digital paradigms, the course proceeds to analyse how the Digital Revolution has impacted the analog world through domination, resistance, synergy, and transformation. Illustrative examples accompany each concept, elucidating their implications for marketers and consumers alike. Leveraging a diverse array of pedagogical methods, including video lectures, case studies, practical exercises, and interviews with esteemed marketing scholars, this course adopts a highly interactive learning approach. Participants will engage in hands-on activities and contribute to a vibrant learning community, fostering a comprehensive understanding of the dynamic relationship between analog and digital within the realm of marketing.