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Course module: 202000567
202000567
Digital Marketing for Networked Businesses
Course info
Course module202000567
Credits (ECTS)15
Course typeStudy Unit
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
Examiner
dr. A. Leszkiewicz
Lecturer
R. Marinescu-Muster
Lecturer
dr. S.A. de Vries
Academic year2021
Starting block
2A
Application procedureBOZ applies for you
Registration using OSIRISYes
Aims
The participants of the DMNB Module are expected upon completion to be able to:
  • Describe the evolution of the Marketing practice as a result of new technologies and changing customer behavior
  • Identify and describe the developments in ICTs that are likely to have an impact on the present and future marketing strategies.
  • Recognize and evaluate the main trends in the ICT domain likely to affect the future marketing activities
  • Explain the dimensions and main issues of Digital Marketing in Web 1.0 and Web 2.0 environments
  • Recognize and categorize the fundamental Operational and Strategic aspects of the Digital /Networked Enterprise
  • Evaluate and engage technologies and techniques for competitive advantage in the digital marketing domain
  • Analyze a real-world problem and develop comprehensive E-Commerce and Social Media Marketing solutions on strategic and operational level.
  • Develop  a website with a clear value proposition in a group project
  • Develop and execute a promotional strategy for the website
  • Report and evaluate the results of the digital strategy of a group project
  • Understand and analyze the main ethical issues emanating from the Digital Transformation of the Marketing activities
Content

The course focus

The public adoption and use of the Internet as commercial, social, transactional, informational and educational platform is an undeniable fact: More than 2,5 billion users worldwide have already access to the web using various technologies and applications for commercial and personal purposes.  On the other hand, a substantial portion of business and peoples’ activity is migrating from traditional to online platforms and every organization has to deal with issues related to the Digital Transformation. Such issues are not limited to marketing-related ones but also to areas like  entrepreneurship, HRM, knowledge management, collaboration, education, financial transactions and also to activities related to governance and public administration. This course is focused on the various aspects of Digital Marketing in a Networked Business context.
 

The context

The emergence of the Internet as commercial platform in the early 90s and the arrival of the second generation of Internet applications (known as Interactive Web, Web 2.0 or Social Media) combined with fast expanding mobile technologies, social networking and a large number of technologies (described as Digital Transformation) are shifting the focus of the marketing from mass production, mass communication and mass distribution to the one-to-one approaches, transparency, mass customization and customer engagement. 
The increasing application of digital technologies as marketing tools have also contributed to a substantial market power migration from the producers to the customers.  These developments have resulted in new forms of marketing strategies and approaches:  Collaborative Marketing (Kotler et al, 2010), Co-creation, Content Marketing, Viral Marketing, Search Engine Marketing, Behavioral Targeting, Mobile Marketing. These new forms of marketing activity in combination with an ever developing technological domain (Artificial Intelligence (AI), RFID, Big Data,  Apps, wearable technologies,  Cloud Computing, Semantic Web, Internet of Things (IoT), autonomous vehicles, robotics etc.)  present marketers and strategists with serious new  challenges.
In addition to these challenges the business organization of today becomes more and more technologically sophisticated and networked: businesses are increasingly operating in business networks with suppliers, retailers or intermediaries and often competitors but also in online social networks with business clients, the final customers and other stakeholders. This way the classic distinction of B2B or B2C markets begins to fade; the Networked Business that emerges operates on networks where the parties co-create and re-shape the organization and its product portfolio, and its related business models. The emerging organization, often described as the Networked Business or Networked Enterprise, is “A new class of company …that uses collaborative Web 2.0 technologies to connect its employees and to forge close networks with customers, business partners and suppliers”  (McKinsey Quarterly, 2011). Managing the Networked Business requires new approaches, new knowledge, new skills and new managerial  capabilities. Next to that, organizational adaptability and agility are becoming critical parameters of market success. New Digital Marketing strategies are one of the most crucial success factors of Networked Businesses.
The module will introduce the students to the various aspects of the Digital Marketing, will provide them the basic knowledge on managing the marketing activities of a networked business context and identify areas where businesses must focus in order to become successful networked enterprises.  Advanced skills and knowledge of E-Commerce, Social Media strategies and Analytics are the basic underpins of such processes.
 
Assumed previous knowledge
(additional) requirement(s) for minor students: basic knowledge required about subjects like Organisation, Operational Management, Strategy, Marketing, Bookkeeping and Finances and Statistical Computer Skills. Please see the module description.
Module
Module 7A
Participating study
Bachelor International Business Administration
Required materials
Book
Digital Marketing, Strategic Planning and Integration A. Hanlon, SAGE Publications Ltd, ISBN 978-1-5264-2667-3 https://study.sagepub.com/hanlon
Literature
The reading material consists of Scientific literature (research papers) and reports that will be communicated via Canvas.
Recommended materials
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Instructional modes
Final thesis
Presence dutyYes

Lecture
Presence dutyYes

Practical
Presence dutyYes

Project supervised
Presence dutyYes

Project unsupervised
Presence dutyYes

Self study with assistance
Presence dutyYes

Self study without assistance

Symposium
Presence dutyYes

Tests
Digital Marketing Theory

Remark
Written exam. The test will include a mix of Multiple Choice and open/essay questions.

Networked Business Foundations

Remark
Written exam. The test will include a mix of Multiple Choice and/or open/essay questions.

Digital Marketing in Practice

Remark
Group assignment “Online presence strategy”

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