Introductory description

This module aims to provide an overview about how today’s firms use digital marketing technologies to achieve their business objectives.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Session 1: Introduction to Digital Marketing.
Students are briefly introduced to some basic concepts of marketing that are relevant in the context of digital marketing and technology management.
Session 2: Website Design.
We address e-commerce and aspects that are important when building a website or an online shop, such as different website features that help to build digital trust.
Session 3: Social Media.
We reflect on how managers can effectively manage activities on social media to achieve their business objectives.
Session 4: Digital Platforms and Tech Giants.
We discuss the business model of multi-sided marketplaces and digital platforms such as Facebook and Google.
Session 5: Digital Advertising and SEO.
Digital Advertising and online media are an important component of digital marketing technology and management. In this context, we address topics such as SEO, and Google AdWords.
Session 6: Emerging Trends: Disruptive Innovation and Mobile Marketing.
We study the theory of disruptive innovation and focus on emerging trends in mobile marketing practices, focusing, among others, on location-based services.
Session 7: Analytics and Integrated Marketing.
We discuss “traditional” ways of analyzing data and will develop personas and draw customer journeys. We discuss how analytics help to evaluate digital marketing strategies and address integrated marketing.
Session 8: Big Data, Data Science, and Digital Marketing.
We address the opportunities and challenges (ethics) of 'big data' and the digital tracking of customer information.
Session 9/10: Group Presentations.
Students present their team work in front of the other module participants. More information about how to write a good essay will be provided.

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate a comprehensive knowledge about how today’s firms use digital marketing technologies to achieve their business objectives.
• Demonstrate advanced understanding of theoretical and empirical approaches.
• Demonstrate advanced knowledge and understanding of complex issues, global trends, markets and strategies in the management of digital marketing.
• Demonstrate comprehensive skills in applying and utilising theories, concepts and research to understand and solve practical problems.

Indicative reading list

Chaffey, D. and Ellis-Chadwick, F. (2012): Digital Marketing. Strategy, Implementation, and Practice. Pearson Education.
Laudon, K. C. and Traver, C. G. (2015), E-Commerce 2015: Business. Technology. Society. Prentice Hall.
More readings in form of academic research papers and media outlets (e. g., The Economist) will be added for each week.
Batra, R., Keller, K. L. (2016): Integrating Marketing Communications: New Findings, New Lessons, and New Ideas, Journal of Marketing, 80(6), 122-145.
Cabral, L., Hortacsu, A. (2010): The Dynamics of Seller Reputation: Evidence from eBay. Journal of Industrial Economics, 58(1), 54–78.
Constantiou, I., Kallinikos, J. (2015). New Games, New Rules: Big Data and the Changing Context of Strategy, Journal of Information Technology, 30 (1), 44-57.
Drèze, X., F. Hussherr (2003), Internet Advertising: Is Anybody Watching? Journal of Interactive Marketing, 17(4), 8-23.
Edelman, B., Ostrovsky, M., Schwarz, M. (2007): Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords, American Economic Review, 97, 242-259.
Ghose, A., Todri, V. (2015): Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior, Forthcoming, MIS Quarterly.
Lamberton, C., Stephen, A. T. (2016): A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry, Journal of Marketing, 80(6), 146-172.
Mazzella, F., Sundararajan, A., D’Espous, V. and Möhlmann, M. (2016): How Digital Trust Powers the Sharing Economy, IESE Insight, Third Quarter(30), 24-30.
Wedel, M., Kannan, P.K. (2016): Marketing Analytics for Data-Rich Environments, Journal of Marketing, 80(6), 97-121.

Subject specific skills

Critically evaluate contemporary digital marketing practices.
Demonstrate comprehensive leadership skills in implementing a digital marketing project.
Apply appropriate ideas and knowledge to the identification, formulation and solution of digital marketing problems.
Apply and critically evaluate concepts, theories and methodologies in the management of digital marketing.

Transferable skills

Written communication skills/academic writing.
Oral communication skills.
Group work/working with others.
Problem solving.