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Course module: 201500080
201500080
Advanced topics in Digital Marketing
Course info
Course module201500080
Credits (ECTS)5
Course typeCourse
Language of instructionEnglish
Contact persondr. A. Leszkiewicz
E-mailagata.leszkiewicz@utwente.nl
Lecturer(s)
Lecturer
dr. E. Constantinides
Contactperson for the course
dr. A. Leszkiewicz
Lecturer
dr. A. Leszkiewicz
Lecturer
R. Marinescu-Muster
Lecturer
dr. S.A. de Vries
Academic year2021
Starting block
2A
Application procedureYou apply via OSIRIS Student
Registration using OSIRISYes
Aims
The main objective of the course is to familiarize and educate future marketers in skills and knowledge underpinning the Digital Transformation in the Marketing practice. The course reviews the current and emerging technology-based business practices that are important for today’s and tomorrow’s Digital Marketing practitioners; addresses the importance, impact and pervasiveness of  ICTs in today’s business environment and in particular in the Marketing domain.
Students develop knowledge, insights and practical experience into current theories, models, and management approaches in the field of marketing in digital environments and understand the importance of applied data science marketing management. This knowledge and insights are important in order to understand the background and impact of data-driven marketing in the everyday marketing practice.
Students get in touch with various aspects of ‘Social, Big- and Open Data’ based tools, the domain of Artificial Intelligence and its importance in management decision processes. Other focus areas of the course are the Consumer Neuroscience (Neuromarketing), and the Networked Society / Internet of Things (IoT)
Content
For students without previous affiliation with Digital Marketing ( for example students who did not follow the elective module DMNB in the IBA program) the course provides a review of the traditional Digital Marketing topics like E-Commerce and Social Media Marketing but the main focus of the course are the emerging areas of Digital Marketing. These areas can be designated as a Smart Marketing domain:  The course underlines the most advanced strategic and tactical approaches in dealing with Smart / Digital Marketing issues, offering to participants knowledge and competencies on digital marketing topics, technologies, and tactics. The course also includes invited speakers who discuss their experiences on digital marketing from the practitioner’s perspective. A class excursion can be also included in the program, (depending on the Coronavirus situation). Special attention is paid to the ethical issues arising when new digital technologies are applied in the Marketing practice.
Next to the theoretical content of the course, the students carry out an individual and a group practical assignment; As an individual assignment, the students must follow and successfully complete two introductory courses in the programming language R. The group assignment is about testing and improving the usability of a real website, using advanced diagnostic techniques like for example Eye Tracking, Facial Recognition or other neuromarketing methods. In this assignment the groups are making use of the facilities and equipment of the BMSLab. The group assignments bring the students in touch with real marketing situations and data analytics.
 
An important part of the course is the writing of a research paper, as part of the final evaluation of the student. Students are invited to choose a topic they are interested in as the theme of their research paper. The topics are chosen among the future research issues identified by the Marketing Science Institute (MSI) in their two-year research priorities document. Students must write a research proposal justifying their choice and once this is approved, they must write their article. The best articles are submitted, with the student consent, in conferences or even scientific journals for publication.

Lectures and Guest Lectures: Main topics covered
  • Introduction: Summary on Web 1.0 marketing,
  • Introduction Search Engine Marketing, Web 2.0 / Social Media Marketing
  • Introduction to Web Analytics and Artificial Intelligence
  • Artificial Intelligence
  • Big Data and Social Intelligence
  • Introduction to Usability testing Methods and BMS Lab
  • Consumer Neuroscience (Neuromarketing): Techniques and Strategies
  • Networked Society/Internet of Things (IoT)
  • Ethical issues of Digital Marketing
 
The course will be concluded with a session (or symposium) where the groups will present their group work and findings.

The final Grade is based on:
An individual assignment equivalent to 50% of the final grade
Group Assignment equivalent to 50% of the final grade.
 
Assumed previous knowledge
Recommended: Introduction to Marketing, Marketing Communications or any other introductory course in Marketing Management
Participating study
Master Business Administration
Participating study
Master Communication Science
Required materials
-
Recommended materials
Course material
Course Material consists of scientific articles and selected publications
Instructional modes
Assessment
Presence dutyYes

Lecture
Presence dutyYes

Project supervised
Presence dutyYes

Project unsupervised
Presence dutyYes

Self study with assistance
Presence dutyYes

Self study without assistance

Tests
Assignment

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Kies de Nederlandse taal