|Course set (UE) / Credits (ECTS) / Track / Specialization||Module :Digital strategy : 15 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (3 ECTS)|
|Working language :||English|
|Volume of contact hours :||20 h|
|Workload to be expected by the student :||60 h|
Track : Attendance
|LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.|
|Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.|
|Students will implement appropriate methodologies to develop appropriate solutions for business issues.|
|LEARNING GOAL 2 : Students will develop advanced-level managerial skills.|
|Students will work collaboratively in a team.|
|LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.|
|Students will analyze business organizations and problems in a multicultural and international environment|
Online marketing efforts account today for the major part of the companies’ marketing spends and is estimated to outperform TV in the near future. The Internet opens up many new ways to communicate with potential, current, and former customers. The new media landscape integrates owned, paid, and earned media channels and requires an understanding of marketing communications as conversations: only when the marketers’ communication efforts are interesting, timely, and relevant, consumers will hear and listen to them. Furthermore, earned media – where the customer becomes the channel – means that individuals can amplify the scope of marketing communications by forwarding and sharing messages with peers. Finally, various online platforms enable customers to talk back – a situation that requires marketers to listen in order to improve their efforts.
According to the 2015 IBM Global C-Suite Study, major challenges with regards to the firms’ digital environments – such as data explosion, social media, ROI accountability – were identified and marketers today feel still widely underprepared to face those challenges. The course module discusses the concepts of owned, paid, and earned media, and introduces a number of performance indicators to efficiently and effectively measure and manage the firm’s digital marketing and communication efforts. The discussed concepts are applied through several in-class case studies and group exercises. Consequently, the course aims to train future marketers to become educated consumers of information provided by the firm’s IT department (big data, retargeting) and to prepare effective reporting and dashboards for company-wide use.
- Identify some of the latest academic research on discussed topics
- Explain the concepts and strategies of owned, paid, and earned media
- Infer insights on consumer digital experience
- Apply the concepts through several in-class case studies and the analysis of a real-life case study
- Prepare leading metrics and KPIs for analytics dashboards to improve decisions and profits
Digitalization: customer journey and digital customer experience
SEO: presence, visibility, and attractiveness
E-reputation: eWOM, social listening, community management
In-class case-study discussion and presentation of the group project
This is a master-level course. Attending students should have a robust understanding of the main marketing principles and master the intermediate functions of MS Excel.
• STRAUSS, J. & FROST, R. (2014), E-Marketing, Seventh edition, Pearson, Harlow, England.
• CHAFFEY, D. & SMITH, P.R. (2013), Emarketing Excellence - Planning and Optimizing Your Digital Marketing, 4th edition, Routledge, New York, NY. Marketing analytics and digital marketing metrics:
• BENDLE, N.T., FARRIS, P.W., PFEIFER, P.E., & REIBSTEIN, D.J. (2016). Marketing Metrics - The Definitive Guide to Measuring Marketing Performance. Third edition, Upper Saddle River, Pearson.
• FLORÈS, L. (2014), How to Measure Digital Marketing - Metrics for Assessing Impact and Designing Success, Palgrave Macmillan, Basingstoke, England.
• JEFFEREY, M. (2010): Data-Driven Marketing - The 15 Metrics Everyone in Marketing Should Know. Hoboken, John Wiley & Sons.
• PAUWELS, K. (2014), It’s Not the Size of the Data - It’s How You Use it: Smarter Marketing with Analytics and Dashboards, AMACOM, New York, NY.
• VENKATESAN, R., FARRIS, P., & WILCOX, R.T. (2014): Cutting-Edge Marketing Analytics - Real World Cases and Data Sets for Hands On Learning, Upper Saddle River, Pearson.
Plotkina, D., & Munzel, A. (2016). Delight the experts, but never dissatisfy your customers! A multi-category study on the effects of online review source on intention to buy a new product. Journal of Retailing and Consumer Services, 29, 1-11.
Behaviors such as
may lead to expulsion from the class/course.