Businesses worldwide have been facing a fundamental change in the ways in which customers and companies interact with each other. Customers are more socially connected than ever, they expect more from companies and brands, and information reaches them faster than ever before. At the same time, companies develop digital business models. One apparent development is the rise of platform business models. Thus, the rise of digital technologies has fundamentally changed the way companies craft marketing strategies and how marketing creates, communicates, and delivers value to customers. The overarching goal of this course is to establish a perspective on the digital marketing strategies companies can employ to occupy a sustainable position in the age of social, digital, and mobile for both pipeline and platform businesses.
The course will equip students with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities offered by digital technologies for achieving business and marketing goals. The emphasis of this course is on understanding what various digital platforms and tools offer to companies, how to build digital marketing strategies in order to have a solid foundation from which to evaluate opportunities in the digital economy.
|Contact hours||Independent study time|
|Lecture||2 SWS||15 SWS|
|Form of assessment||Written Exam (60 min., 60%), presentation (40%)|
|Further information||Student Portal (information on central registration process) and website of the chair (course information).|
Prof. Dr. Sabine Kuester
Prof. Dr. Sabine Kuester
|Duration of module||1 semester|
|Range of application||M.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf.|
|Preliminary course work||–|
|Program-specific Competency Goals||CG 1, CG 2|
|Literature||Each student will need to purchase a case study booklet (copyright material).|
Lecture slides will be provided digitally one week in advance of each class on ILIAS.
A list of readings will be available for each class.
Supplementary reading: Chaffey, D and Ellis-Chadwick, F., 2016. Digital marketing: strategy, implementation, and practice (6th ed.) Pearson Education, Harlow, Essex.
We will explain in more detail how we will distribute the materials in the kick-off session of the course.
|Course outline||Detailed information about the course can be found in the course syllabus on the chair's website.|