2024/2025 KAN-CKOMO2302U Digital Marketing and Consumer Cultures
English Title | |
Digital Marketing and Consumer Cultures |
Course information |
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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
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Course coordinator | |
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Teaching methods | |
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Last updated on 17-01-2024 |
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Learning objectives | ||||||||||||||||||||||||||||||
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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.
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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 | ||||||||||||||||||||||||||||||
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Expected literature | ||||||||||||||||||||||||||||||
Text Book:
The Routledge Handbook of Digital Consumption (2022) (eds) Rosa Llamas, Russell Belk
Articles:
A list of articles will be available at the beginning of the course |