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2012/2013  KAN-MLM_72  The Digital Enterprise: Communication and Marketing Strategies for the Internet

English Title
The Digital Enterprise: Communication and Marketing Strategies for the Internet

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Thursday 15.20-17.00, week 36-41,43-46
Time Table Please see course schedule at e-Campus
Min. participants 30
Max. participants 50
Study board
Study Board for MA in International Business Communication
Course coordinator
  • Ib Tunby Gulbrandsen - Department of Organization
Secretary: Mette Busk Ellekrog, mbe.ioa@cbs.dk
Main Category of the Course
  • Information Systems
  • Communication
Last updated on 18-02-2013
Learning objectives
In the era of the Internet, this course develops the necessary capabilities for business school students to develop digital strategies for business.
Upon completion of this course the student will be able to:
  • Explain the importance of the internet and its role in the emergence of new business strategies;
  • Understand the transformation of consumer behaviour and to design business strategies that are able to capture this evolution
  • Create an Internet business strategy that utilizes effective assessment techniques
  • Analyze and evaluate sites, blogs and social media technologies including social networks considering marketing and business perspectives
  • Understand and profitably use techniques for automating business processes, such as Web Analytics and Sentiment analysis.
Individual Project
Individual Project - max 10 pages:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period December/January, Week 50-51

The examination will consist of an individual written assignment (max. 10 standard pages of 2275 characters each) to be completed in one week. The topic of the assignment will be formulated with the student half way through the course.
Aids Open Book, Written and Electronic Aid is permitted
Duration Please, see the detailed regulations below
The topic must relate to:
- social production, open business and new business models;
- building online trust;
- community building in online social media;
- addressing new issues in online business performance measurement, such as Web Analytics, Sentiment analysis

The subject must have been accepted by the teacher.

Students will be expected to show that they have achieved the learning objectives outlined above and that they are able to reflect upon their content in an independent, thoughtful manner.
Course content
With the widespread diffusion of the Internet over the past decade, more and more of what a modern enterprise does each day involves the analysis and strategic use of electronic bits of information: customer information, employee information, product information.
The modern enterprise is becoming ever more "digital" in terms of what it is and what it does. Entire industries have been transformed by the new digital reality. Whether it is in the field of music, photography, publishing, journalism, banking, finance, manufacturing, health care, education, entertainment—no segment of industry or government is untouched.
In this course, we will examine a variety of business, technical, marketing and legal issues and seek to identify the opportunities and challenges managers face in becoming digital. We also look at a number of enterprises spawned by digital technology to learn about how they function. Among these "digital enterprises" are some of the world's most-recognized names—Amazon, eBay, iTunes, Yahoo! and Google.
Furthermore, we will examine the potential embodied in word-of-mouth communication, defined as the influential power of unstructured social relations, in online social networks, such as Facebook and Twitter, to function as a marketing channel and to understand its potentials and risks for companies.
The goal of this course is for students to understand the use of electronic networks for the definition:
-    as a medium for new business strategies,
-    as a platform for connecting people and groups relationship building,
-    as a channel for new digital marketing,
-    as a modern way to measure corporate performance with its customers using modern techniques such as Web Analytics Sentiment Analysis.

After an introduction on the concepts of Internet as a communication channel and its implications, the course provides students an in-depth analysis of the impact of new digital media affect different aspects of the business.
This course addresses the digital aspect of the enterprise and covers topics such as:
  • the emergence of the business 2.0, such as crowd-sourcing;
  • how markets change as more consumers migrate online;
  • how to use new digital marketing techniques for new markets, such as Web Analytics and Sentiment Analysis;
  • what is the role of word-of-mouth communication in online information diffusion;
  • how to foster customer trust in computer-mediated interactions;
Teaching methods
Expected literature
Afuah, Allan & Tucci Christopher L. (2002), “Internet Business Models and Strategies: Text and Cases”, Mcgraw-Hill (TX), 496 pages
E. Colleoni, (forthcoming), “New forms of Digital Marketing”, in Belk, Russell & Llamas, Rosa (eds) “The Routledge Companion to Digital Consumption”, Routledge
J. Berger, K. Milkman, “Social Transmission, emotion, and the virality of online content”, Wharton Research Paper 2010 (published in digital form at http://marketing.wharton.upenn.edu/documents/research/virality.pdf )
C. Dellarocas, (2003) “The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms”, Management Science, Vol. 49, No. 10., pp. 1407-1424.
A. Java, X. Song, T. Finin, B. Tseng, (2007) “Why we twitter: understanding microblogging usage and communities” In Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 workshop on Web mining and social network analysis, pp. 56-65.

Further readings will be provided by the teacher.
The reading list might be subject to changes.
Last updated on 18-02-2013