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2024/2025  KAN-CDIBV2405U  Digital Marketing Strategy and Technology

English Title
Digital Marketing Strategy and Technology

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
Master of Science (MSc) in Business Administration and Digital Business
Course coordinator
  • Ebru Kuzgun - Department of Marketing (Marketing)
Main academic disciplines
  • Information technology
  • Marketing
  • Economics
Teaching methods
  • Blended learning
Last updated on 30-01-2024

Relevant links
Learning objectives
To be awarded the highest grade (12), the student must fulfill the following learning objectives with no or only a few insignificant shortcomings:
  • Apply relevant digital marketing terminologies to explain the role and importance of digital marketing in business practice.
  • Compare different digital marketing strategies through consumers' journey in the marketing funnel.
  • Leverage on technological services and tools to devise and critically assess performance of digital marketing strategies.
  • Reflect on the development of your digital marketing strategy based on underlying theoretical mechanisms.
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 despite 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 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 2-4
Size of written product Max. 10 pages
Definition of number of pages:
- Groups of 2 students 5 pages maximum
- Groups 3-4 students 10 pages maximum
Assignment type Synopsis
Release of assignment An assigned subject is released in class
Duration
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 Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-take exam is to be based on the same report as the ordinary exam:

* if a student is absent from the oral exam due to documented illness but has handed in the written group product, they do not have to submit a new product for the re-take.

* if a whole group fails the oral exam, they must hand in a revised product for the re-take.

* if one student in the group fails the oral exam, the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if they have to hand in a revised product for the re- take.
Description of the exam procedure

The synopsis is based on a group project developed by students throughout the semester. Guidelines for the project and the synopsis will be provided at the beginning of the course to aid students in writing the assignment.

 

The students start the oral exam with a brief presentation of the written product. The examiner may ask questions within the framework of the entire syllabus.

 

 
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 a 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 understand digital marketing strategies. Then, we will apply this understanding into practice by devising and implementing our own digital marketing strategy through leveraging on technological services and tools. We will also learn how to assess the performance of the implemented strategy based on data collected from the marketing campaigns. 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 with digital marketing technologies. To gain an in-depth appreciation of how to conduct digital marketing strategy, we will be employing a wide range of technological services and tools such as Google Ads, Google Analytics, Google Tag Manager, Mailchimp, Wix.com, Facebook Advertising, 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 digital marketing strategy in groups. Working in groups throughout the semester, students will work on a project in which they employ diverse technological tools to implement their digital marketing strategy.
Feedback during the teaching period
Students will receive feedback on their performance and how to improve through the following methods:

* Exercises will be provided and discussed within lecture videos.
* Group exercises 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 the lecturer.
Student workload
Lectures 24 hours
Workshops 24 hours
Lecture Preparation and Readings 50 hours
Workshop Preparation and Group Project 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 30-01-2024