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. Students will develop their own website to apply the following topics.
Session 3: UI/UX
We work on designing intuitive user interfaces (UI) and optimising user experiences (UX) by applying industry best practices and principles
Session 4: Digital Marketing Analytics
We discuss the understanding digital marketing analytics which is crucial for businesses to make data-driven decisions, optimise campaigns, and maximize ROI in the ever-evolving digital landscape. Students will link their own website to Google Analytics.
Session 5: Social Media Marketing
We reflect on how managers can effectively manage activities on social media to achieve their business objectives.
Session 6: AI and Content Marketing
We will discuss the application of artificial intelligence (AI) techniques to enhance content marketing strategies, leveraging data-driven insights to create more targeted and engaging content.
Session 7: Search Engine Optimisation
Students will learn the skills to implement effective SEO strategies, including keyword research, on-page optimization, and link building, to improve website visibility and ranking on search engine results pages
Session 8: Digital Marketing Planning
We will discuss how to develop comprehensive digital marketing plans, integrating various channels and tactics to achieve specific business objectives and maximize return on investment (ROI)
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 knowledge and understanding of complex issues, global trends, markets and strategies in the management of digital marketing.
• Demonstrate advanced understanding of theoretical and empirical approaches when solving complex problems

Indicative reading list

Dave Chaffey, & PR Smith. (2023). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing: Vol. Sixth edition. Routledge.
Tuten, T. L. (2023). Principles of marketing for a digital age (2nd ed.). SAGE Publications Ltd.
Aral, S. (2020) “Can We Amplify the Good and Contain the Bad of Social Media?” (Interview)
https://sloanreview.mit.edu/article/can-we-amplify-the-good-and-contain-the-bad-of-social-media/
Prahalad, D, and Ananthanarayanan V. (2020) “4 Questions to Boost Your Social Media Marketing”
https://hbr.org/2020/01/4-questions-to-boost-your-social-media-marketing
Collis, W. and Collis, D. (2020), "How to Build a Digital Brand That Lasters"
https://hbr.org/2020/10/how-to-build-a-digital-brand-that-lasts
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.

Research element

Apply appropriate theories, concepts and research to the identification, formulation and solution of digital marketing problems.

Subject specific skills

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

Transferable skills

Written and oral communication skills/academic writing
Problem solving.