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2023/2024  KAN-CKOMO2302U  Digital Marketing and Consumer Cultures

English Title
Digital Marketing and Consumer Cultures

Course information

Language English
Course ECTS 15 ECTS
Type Mandatory (also offered as elective)
Level Full Degree Master
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc/MSc in Business Administration and Organizational Communication, MSc
Course coordinator
  • Oana Brindusa Albu - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Information technology
  • Communication
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 24-08-2023

Relevant links

Learning objectives
  • • Understand the role of culture in shaping consumer behavior and its implications for digital marketing.
  • • Explore the paradoxes that arise when applying digital marketing strategies in different consumer cultures.
  • • Develop insights into the cultural nuances that influence consumer behavior and their impact on digital marketing strategies.
  • • Analyze the challenges faced by companies in managing digital marketing strategies across diverse cultural contexts.
  • • Learn how to adapt and tailor digital marketing strategies to effectively engage consumers across various cultures.
  • • Apply theoretical frameworks and practical tools to navigate the paradoxes of digital marketing in different consumer cultures.
  • • Critically evaluate and integrate cultural insights into digital marketing strategies for international companies.
  • • Recognize the key characteristics of digital research methods.
  • • Examine methods of conducting and analyzing qualitative and quantitative digital research
  • • Plan and design a coherent analysis of a given topic in Digital Marketing
Digital Marketing and Consumer Cultures:
Exam ECTS 15
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance, see also the rules about examination forms in the programme regulations.
Individual or group exam Oral group exam based on written group product
Number of people in the group 2-3
Size of written product Max. 5 pages
The written part of the exam can be taken individually or in groups of 2-3 students.
Assignment type Synopsis
Release of assignment Subject chosen by students themselves, see guidelines if any
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The written part of the exam can be taken individually or in groups of 2-3 students.


Students will self-choose the topic of the assignment within the area of Digital Marketing.

Course content, structure and pedagogical approach

This comprehensive and advanced graduate master course explores the intricacies of digital marketing within the context of diverse consumer cultures. It provides students with an in-depth understanding of the challenges and opportunities companies face when developing and implementing digital marketing strategies in a global marketplace.


The course mobilizes theoretical insights from marketing and communication studies, science and technology studies, and anthropology to articulate how digital technology’s affordances, infrastructures and social imaginaries influence and shape consumer cultures, values and worldviews.


The course includes topics such as strategic marketing, consumer culture, digital infrastructures, algorithmic cultures, and emerging digital cultures.  


In this course, students will explore critically these digital marketing phenomena in relation to social responsibility: Identifying digital markets and meeting the needs of customer groups ethically is critical to achieving organizational goals and a positive reputation. Students will develop a systematic understanding of digital marketing by learning concepts and tools whose applicability will endure even as specific technologies and implementation procedures change. Students will learn different marketing and communication strategies tailored for emerging online landscapes and how to influence consumers in an ethical manner. The students will learn to use responsibly and critically different advertising and marketing channels including search advertising, social media marketing, influencer marketing, platform content marketing and the synergies between them. Students will learn the key corporate responsibility principles that are the driving force of creating and maintaining online brand communities. Methodologically, the course introduces students to established and emerging digital methods including digital ethnography and social media analysis.


Description of the teaching methods
We will be covering digital research in a dynamic learning environment consisting of lectures, guided class discussions, workshops and in-group exercise classes. Students are expected to self-form groups at the beginning at the course.
Feedback during the teaching period
Feedback activity both from teacher and peer-to-peer take place in each session of the course. A discussion board will be available on Canvas where you can ask questions and receive feedback from the course instructors. You are expected to self-form a group and during exercise classes feedback will be given on group deliveries. The CBS Nordic Nine principles are incorporated in course pedagogics through transformative group learning activities. The class sessions and themes concern sustainability and responsible marketing management across digital markets. Students will learn to critically investigate marketing strategies aimed at creating inclusive and fair consumption patterns across the Global South and North.
Student workload
Lectures and exercises 61 hours
Preparation for classes 352 hours
Total 412 hours
Expected literature

Text Book:


The Routledge Handbook of Digital Consumption (2022) (eds) Rosa Llamas, Russell Belk



A list of articles will be available at the beginning of the course

Last updated on 24-08-2023