Students will develop a critical understanding of a marketing decision in the digital environment and learn about advanced digital marketing strategies on the internet. This includes capabilities of using the internet as a two-way marketing medium, consistently developing good online content, organising it effectively, and then delivering it through viable outlets. Students will learn how to get attention, attract customers, build sales online and provide service (or post-service) to customers. They will learn to appreciate the difference in power between traditional media and digital marketing, how to engage with empowered stakeholders, the potential and challenges of big data and how to analyse appropriate business models for digital marketing.
The course offers students an integrative, strategic perspective on prominent issues in Digital Marketing. It helps students to understand and deal with the Internet (r)evolution that impacts marketing manager’s decision making and provides a general strategic approach of using the Internet as a two-way medium: (1) to get attention, (2) attract customers and build sales, (3) communicate with customers in a digital manner and (4) (post) service customers. The idea behind the course is to allow students to merge theoretical insights and to apply these to complex practical cases. It integrates relevant literature on digital vs. traditional media, multi-channel environments, online relationship marketing, and social media (applications).
The course not only aims to introduce students to these issues, but also to train them to discuss, evaluate and use the related approaches. The course implements theory and action-based learning by using state-of-the-art academic articles and applying them to real-life cases and assignments. It will also provide guest lectures from practitioners in the field.
Bachelor's degree in Business Administration and affinity with marketing concepts.|
Please note: non-Business Administration students can register for this course from the 9th of January 2022 until the 16th of January 2022.