Digital Retail Market Strat

Course description

Customer acquisition, engagement, and conversion are critical to dealership profitability and long-term sustainability in an increasingly digital retail environment. This course focuses on the end-to-end digital customer journey - from online lead generation and marketing attribution through engagement, nurturing, appointment setting, and vehicle purchase. Emphasis is placed on digital marketing channels, dealership and customer relationship management systems, websites, social platforms, and emerging technologies. Students explore the role of artificial intelligence (AI) while developing a comprehensive, dealership-wide strategy that aligns marketing, sales, and customer experience

Students registering for credit courses for the first time must declare a program at the point of registration. Declaring a program does not necessarily mean students must complete a program, individual courses may be taken for skill improvement and upgrading.

For more information, please contact Continuing Education