English   Danish

2023/2024  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
Max. participants 130
Study board
BUS Study Board for BSc/MSc in Business Administration and Information Systems, MSc
Course coordinator
  • Ebru Kuzgun - Department of Marketing (Marketing)
Main academic disciplines
  • Information technology
  • Marketing
  • Economics
Teaching methods
  • Blended learning
Last updated on 14-06-2023

Relevant links
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Be able to employ digital marketing terminology.
  • Be able to explain the theoretical mechanisms underlying digital marketing strategies.
  • Be able to leverage on technological services and tools to devise digital marketing strategies.
  • Be able to base the development of your digital marketing strategy on empirical evidence and market research.
  • Be able to translate digital marketing objectives into key performance indicators to track the performance of marketing campaigns.
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 submit a task-based assignment. Details of the assignment will be specified in the course. This assignment will 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
Release of assignment An assigned subject is released in class
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
Description of the exam procedure

The examination assignment can be written throughout the semester and will revolve around the development of a digital marketing strategy for a firm of your choice. Guidelines for the examination assignment will be supplied at the beginning of the course to aid students in writing the assignment, but students will be free to devise their own digital marketing strategy for the chosen firm.
Course content, structure and pedagogical approach

Successful marketing is rooted in consumers' journey through the marketing funnel: (1) needs recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post purchase behavior. Digital technology has fundamentally altered how firms can interact with consumers along this journey when devising marketing campaigns.

 

The course Digital Marketing Strategy & Technology delves into the disruption of classic marketing techniques by digital technology. Digital technology allows marketers to reach broader and more targeted audience of consumers in new and innovative ways. Nevertheless, marketers need to make smart choices when devising their digital marketing strategy and assessing its performance. The aim of this course is to combine rigorous theoretical understanding of digital marketing strategies with their technical application and performance evaluation. To achieve this goal, we will be drawing on both marketing and information systems theories to comprehend digital marketing trends. Particularly, we will not only be devising and implementing our own marketing strategy through targeted marketing campaigns, but we will also be assessing the performance of the implemented strategy based on performance data collected from the marketing campaigns which were rolled out. This approach will allow us to justify the choices underlying our marketing strategy with both theoretical insights and empirical evidence. This course will contain a significant amount of hands-on experience in which we learn how to leverage digital marketing technologies. To gain an in-depth appreciation of how to conduct digital marketing in reality, we will be employing a wide range of technological services and tools such as Google Ads, Google Anlytics, Google Tag Manager, Mailchimp, Wix.com, Facebook Advertising, and Slack, to name a few.
Description of the teaching methods
Lectures will take the form of pre-recorded videos and be accessible via Canvas.
Workshops will be held in-person on campus. In the workshops, we will discuss and apply content from the lectures to devise our joint marketing strategy in groups. Working in groups, students will employ diverse technological tools to implement the digital marketing strategy.
Feedback during the teaching period
Students will receive feedback on their performance and how to improve during:
* Exercises will be provided within lecture videos and discussed by the lecturers.
* Group presentations will take place during the workshop sessions. Students will work on activities related to the digital marketing strategy and present their work. Students will then receive feedback from peers and lectures.
* 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 examination assignment.
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

Relevant 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 14-06-2023