23115 Digital Marketing , 5 sp
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Digitalization has fundamentally impacted the way consumers, customers, employees, managers and policy makers think, feel and behave. Through lectures and assignments, students will broaden and deepen their knowledge and understanding of the three pillars of digital marketing: people, processes and technology.
You have a broad knowledge of (digital) marketing strategy and (digital) business models, technology-enabled interactions and their opportunities and challenges, (digital) marketing capabilities and customer experience management (CXM), the digital extended self and digital content marketing (DCM) engagement, and ethics and privacy in digital marketing. Ultimately, you have insights into how digital marketing is impacting consumer and employee behavior, business models and society.
Recognize central concepts and theories within digital marketing;
Apply relevant concepts, frameworks and approaches to real-life digital marketing challenges:
- Describe how the behavior of consumers and employees has evolved in the digital context;
- Explain how organizations can adapt their strategies and business models to survive in the digital context;
- Discuss how technology in the digital context can present both opportunities and challenges for both people, organizations and society;
Show communication skills in various formats (e.g., written, multimedia), for various purposes (e.g. informing, persuading, justifying) and with various tools (e.g., mindmaps)
International teacher. International cases are discussed. International research articles are used.
A completed Bachelor's degree is required for all students. It is sufficient that you have applied for the degree by 31.12.2021. (Please note that the credits from this course CANNOT count for your Bachelor's degree). Inform the examiner if this applies to you. If need be, contact Subject Head Veronica Liljander to discuss your study plan.
Lectures, mandatory guest lectures participation, written individual and team assignments, assignment presentation sessions.
Students must be present at the first lecture to confirm their enrollment in the course.
134 hours divided into
Scheduled contact hours: 26 h
Non-scheduled work: 108 h
Individual assignments (50%)
Team assignments (50%)
Galloway, S. (2017). The four: the hidden DNA of Amazon, Apple, Facebook and Google. Random House.
Please note that this book must be read before the start of the course. An assignment based on the book (20% of course grade) is due during the second week of the course. The assignment will be posted once the course registration period ends.
10 academic articles (Max. 230 pages) specified by the examiner.
Students who have completed the earlier course E-business or E-Business and Digital Marketing (8 ECTS, course code 23014/2554/23071) cannot take this course.
Open university quota: 4
Quota for JOO-students: 4