Introductory description

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

Module web page

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.

Indicative content (content subject to change)

Initial three weeks:

Introduction to digital platforms and communities and related concepts such as trust, belonging, und user-centeredness. We will also discuss the role of AI and generative AI, social media, web page design, crowdsourcing and customer service and engagment. At the end of the three weeks students should understand the importance of Digital Communities on social media to create brand loyalty and a sense of belonging.

In the middle 4 weeks, the focus would be on:

(1) online service platforms (focusing on online healthcare platforms and other platforms providing services),

(2) online social networking platforms (focusing on the professional use side, such as professionals' use of social media (e.g., LinkedIn) and online platforms (e.g., StackOverflow and other Q&A websites) for their work and career,

(3) emerging issues in digital communities (focusing onfake news), and

(4) emerging technological trends in digital communities (focusing on chatbots and similar tools).

At the end of these ‘middle four weeks’ students will have the knowledge on service offerings and user behaviors in digital communities, as well as basic technical knowledge to set up and manage digital communities.

In the last two weeks:

Students will present & 'market' their newly created digital communities to others and engage with each others' communities. Students will also reflect critically on each others' outputs and the impact it has on the wider stakeholder groups.

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

Allen KA, Kern ML, Rozek CS, McInereney D, Slavich GM. Belonging: A Review of Conceptual Issues, an Integrative Framework, and Directions for Future Research. Aust J Psychol. 2021 Mar 10;73(1):87-102. doi: 10.1080/00049530.2021.1883409. Epub 2021 Apr 30. PMID: 33958811; PMCID: PMC8095671.

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8095671/

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/

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

Garg, R. and Telang, R. 2017. “To Be or Not to Be Linked: Online Social Networks and Job Search by Unemployed Workforce,” Management Science, 64(8).

https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2017.2784

Kittur A, Yu L, Hope T, Chan J, Lifshitz-Assaf H, Gilon K, Ng F, Kraut RE, Shahaf D. Scaling up analogical innovation with crowds and AI. Proc Natl Acad Sci U S A. 2019 Feb 5;116(6):1870-1877. doi: 10.1073/pnas.1807185116. Erratum in: Proc Natl Acad Sci U S A. 2019 Aug 13;116(33):16654. PMID: 30718420; PMCID: PMC6369801.

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6369801/

Khurana, S., Qiu, L., and Kumar, S. 2019. “When a Doctor Knows, It Shows: An Empirical Analysis of Doctors’ Responses in a Q&A Forum of an Online Healthcare Portal,” Information Systems Research, 30(3).

https://pubsonline.informs.org/doi/abs/10.1287/isre.2019.0836

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.

https://www.semanticscholar.org/paper/How-digital-trust-powers-the-sharing-economy-Mazzella-Sundararajan/c8defe6c5dd9b878860fbe380edd7f1186cd6667

Moravec P. L., Minas, R. K., and Dennis, A. 2019. “Fake News on Social Media: People Believe What They Want to Believe When it Makes No Sense At All,” MIS Quarterly, 43(4).

https://aisel.aisnet.org/misq/vol43/iss4/17/

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

Yan, L. and Tan, Y. 2014. “Feeling Blue? Go Online: An Empirical Study of Social Support Among Patients,” Information Systems Research, 25(4).

https://pubsonline.informs.org/doi/abs/10.1287/isre.2014.0538

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
Learn the fundamentals of web scraping, and social network analysis.

Transferable skills

Demonstrate communication skills/ academic writing
Demonstrate developed group working skills
Demonstrate problem solving skills