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2021/2022  MA-MMBDV1060U  Reaching and Engaging Digital Customers

English Title
Reaching and Engaging Digital Customers

Course information
Language English
Course ECTS 6 ECTS
Type Elective
Level Part Time Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 10
Max. participants 30
Study board
Study Board for Master i forretningsudvikling
Course coordinator
  • Sof Thrane - Department of Operations Management (OM)
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 24-06-2021

Relevant links
Learning objectives
  • Exhibit knowledge about customer behaviours, consumption trends and related concepts
  • Exhibit knowledge about the development of effective and viable initiatives to reach and engage digital customers
  • Demonstrate the ability to apply key marketing and digital transformation concepts to develop new initiatives
  • Demonstrate the ability at an advanced level to research and evaluate strategic digital initiatives by varied organisations
  • Show competence in exploring new strategic opportunities that exist through engagement with digital networks, dynamic collaborations and partnerships
  • Exhibit competence in ability to critically evaluate and present ideas that will drive new digital initiatives within organisations
Course prerequisites
This course will appeal to managers with responsibility for strategy, marketing, business development , innovation and brand management both in private and public sector organisations. Individuals involved in areas of digital transformation will also find it useful and relevant
Examination
Reaching and Engaging Digital Customers:
Exam ECTS 6
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 5 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
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

Current Scenario

Organisations, both public and private, strive to align their competencies and resources to build relationships with their customers, suppliers and wider ecosystem partners. These relationships deliver intrinsic benefits to reach multiple audiences, extend engagement and boost profitability.

The Challenge

However, the evolution of digital technologies, changing customer and consumer trends and proliferation of product, service and brand choice means that organisations must create meaningful digital relationships to engage with their customers and contributors.

In a fast-paced and digitised environment, reaching and developing meaningful customer relationships require significant investment, effective marketing initiatives that deliver unparalleled value and proactive strategy aligned to organisational competencies that meet ‘on-demand’ customer needs.  

What we will explore

The exponential growth of mobile, interactive and digital channels offer organisations new perspectives to create ‘fluid’ experiences and opportunities for engagement. At the same time, digital customers are empowered, evermore connected and actively involved in the co-creation of products, services and experiences.

In this course, we will explore the means and methods of reaching digital customers in a dynamic environment. With the advancement of digital technologies that create transparency, real-time communications and opportunities for mass personalisation, reaching digital customers becomes a strategic priority for organisations across industry sectors, including public sector institutions
Description of the teaching methods
This is a practical and applied course with hands-on exercises and learning activities. Participants have the opportunity to learn about current digital strategies and marketing methods and techniques, underpinned by academic and practitioner research. The course also offers participants the opportunity to apply the learning to their own organisation and role.

The course is delivered over four days and is designed to help participants understand customer behaviours and aspirations and opportunities for enhancing reach and engagement through effective marketing initiatives. This course is designed to support participants in applying their learning, developing conversations with colleagues and working on guided and voluntary tasks related to their work context and customer engagement.

This course is delivered by two academics with extensive research and training experience, working across 15 countries during the last decade. The course will use experiential learning methodologies, providing participants with an opportunity to explore, evaluate and debate key issues relevant to organisations and their customers. Using a team-teaching approach, the course leaders will use their own experiences of working and researching across multiple continents to illuminate key challenges and opportunities in the digital sphere.
Feedback during the teaching period
Feedback will be available during lectures.
Student workload
Teaching 32 hours
Preparation and examination 118 hours
Last updated on 24-06-2021