Upon successful completion of this course the student will be able to:
- Discuss the role of digital technologies and data in digital business transformation
- Explain current theories, models, and marketing approaches for digital businesses
- Design and execute a web usability test using a variety of research tools
- Give advice to firms on how to improve their websites from the user perspective
- Write a research paper reviewing approaches to a current issue in digital marketing research
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 is also included in the program. 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;
The individual component of the course evaluation consists of a research paper. Students are invited to choose a topic from the list of 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 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.
The course will be concluded with a session (or symposium) where the groups will present their group work and findings.
Students enrolled in this course are expected to participate in all on-campus activities and the excursion. It is not possible to take this course remotely, because the group assignment work includes experiments in the BMS Lab.
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.