English   Danish

2021/2022  KAN-CBUSV2034U  Digital Marketing Strategy and Technology (B)

English Title
Digital Marketing Strategy and Technology (B)

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 30
Max. participants 100
Study board
BUS Study Board for BSc/MSc in Business Administration and Information Systems, MSc
Course coordinator
  • Thomas Frick - Department of Digitalisation
Main academic disciplines
  • Information technology
  • Marketing
  • Economics
Teaching methods
  • Blended learning
Last updated on 08-02-2021

Relevant links
Learning objectives
  • Be able to use digital marketing terminology.
  • Be able to explain the theoretical mechanisms underlying digital marketing techniques.
  • Be able to develop a digital marketing strategy using digital marketing technologies.
  • Be able to base your digital marketing strategy on empirical evidence and market research.
  • Be able to translate digital marketing objectives into key performance indicators to assess the performance of digital marketing.
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved (see section 13 of the Programme Regulations): 1
Compulsory home assignments
There is 1 mandatory individual assignment through the semester. Students will need to contribute a piece of content to the course company’s platform that adheres to the defined content marketing guidelines and quality standards. The content piece needs to be max 2 pages long. Each student needs to get this activity approved in order to participate in the ordinary exam.

If a student cannot participate due to documented illness, or if a student does not get the activity approved in spite of making a real attempt, then the student will be given one extra attempt before the ordinary exam (max. 2 pages).
Examination
Digital Marketing Strategy and Technology:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Report
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

Successful marketing focusses on the consumer and its steps in the journey through the marketing funnel: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, (5) post purchase behavior. Digital technology has fundamentally changed how firms can interact with consumers along this journey and conduct marketing.

 

The course Digital Marketing Strategy & Technology focuses on the fundamental disruption of classic marketing techniques by digital technology. Digital technology allows marketers to reach a wider and more targeted audience of consumers in new and innovative ways. Nevertheless, marketers need to make smart choices to define their digital marketing strategy and evaluate its performance. The aim of this course is to combine rigorous theoretical understanding of digital marketing strategies with their technical application and evaluation. To achieve this goal, we will be looking into both marketing and information systems theories. We will develop a marketing strategy ourselves, implement the strategy by running actual marketing campaigns, and evaluate the performance of the strategy using actual data reported for the marketing campaigns. This approach will allow us to both justify our choices regarding our marketing strategy with theoretical concepts as well as evaluate and challenge these choices with the help of actual data. This course will contain a significant amount of hands on experience in which we learn how to make use of digital marketing technologies. To get a better understaning of how to conduct hands on marketing we use tools and services such as Google Anlytics, Google Ads, Google Tag Manager, Mailchimp, Wix.com, Facebook Advertising, and Slack.
Description of the teaching methods
Lectures will be provided as pre-recorded videos and accessible via Canvas.
Workshops will be held in-person on campus. In the workshops, we will discuss and apply content from the lectures and develop our joint marketing strategy in dedicated groups. Students will work in their groups with the different digital tools to implement the digital marketing strategy for our organization.
Feedback during the teaching period
Students will receive feedback on their performance and how to improve during:
* Exercises that take place within the lecture videos that are then discussed by the lecturers.
* Group presentations that are being conducted in the workshop sessions. Students will be working on activities related to the digital marketing strategy and present their work. Students will then receive feedback from peers as well as the teachers.
* Individual exam question sessions. Students will get feedback in an individual one-on-one session with a teacher in which they can discuss the case they will be working on for their exam report.
Student workload
Lectures 24 hours
Workshops 24 hours
Lecture Preparation and Readings 50 hours
Workshop Preparation and Group Work 68 hours
Final Assignment / Examination 40 hours
Total 206 hours
Expected literature

The literature will be shared via Canvas before the semester starts. Students are advised to check the syllabus on Canvas before they buy any material.

 

eBook used for the course:

Stokes, R.  eMarketing: The Essential Guide to Marketing in a Digital World . Independent, 6th edition, 2018.

 

Additional readings for the course might be changed before the semester starts and will be available via links on Canvas.
Last updated on 08-02-2021