Capstone 2013: Introduction by Co-Leaders

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Capstone 2013: Introduction by Co-Leaders


Class of 2013 Capstone Research Presentations: Beauty in a Digital World. In the post-Facebook IPO world, and after the success of micro targeting in the 2012 Obama Presidential Campaign, the notion of “Digital” to consumer marketing has evolved. Not every brand needs to use every aspect of Social and Digital Media, and many are learning to reframe conversations and budgets around Digital strategy based on marketing objective, rather than commerce. Digital capabilities are also unlocking opportunities for both knowledge and cost savings in the marketing spend, notably for consumer interaction and enhanced market research opportunities, with access to data leading to more customized consumer communication and product offering. With this in mind, this year’s Capstone research is focused on “Beauty in a Digital World,” with the support of this year’s sponsors, Beiersdorf, and with Google as Research Partner.


Graduate Studies

Alternative Title

Beauty in a Digital World
CFMM Capstone 2013

Date Created





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