Digital and social media are key channels that help firms reach, acquire, and engage customers. Yet, for every success story of digital and social media implementation that we read, there are many untold tales where firms failed to achieve their desired goals. To prepare executives for opportunities and challenges in a technology-driven economy, this course focuses on how firms can use digital and social media to effectively connect with consumers. In addition, we will go through hands-on analytical exercises for some of the strategies that we will discuss.