Programme Outlines and Overviews

Today’s consumers are more connected, more active and impatient. They interact with products and brands in new ways. Hence, a company’s marketing efforts need to keep up with the pace of digital development. This course outlines how marketing is changing because of digital technologies and discusses how theories and practices need to be adapted to meet consumers’ expectations. Participants learn about the strategies, tools and techniques to effectively leverage technology for marketing purposes. Topics include: - Digital marketing strategy - Online consumer behavior - Designing digital relationships - Social media marketing - Ethical issues in digital marketing **Connection to Research and Practice** The course is based primarily on contemporary research on various topics related to digital marketing. Contemporary and important research articles form the main component of the literature in the course. Through the analysis of selected journal articles, the students explore deeper into each topic and learn about the various issues and implication of digital marketing from a theoretical as well as practical perspective. Discussions in the classroom are always supported by presenting cases and examples from practice. Additionally, by engaging in the group work project based on a case company, students are guided in applying theoretical principles and analytical skills in a quasi-real-life experience. Furthermore, the students’ study for and take practical certification tests as part of the course which are highly valued by the industry.