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
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 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.|
|Bachelor International Business Administration||Required materials|
Recommended materials-Instructional modes
|Digital Marketing, Strategic Planning and Integration A. Hanlon, SAGE Publications Ltd, ISBN 978-1-5264-2667-3
|The reading material consists of Scientific literature (research papers) and reports that will be communicated via Canvas.|
|Self study with assistance|
|Self study without assistance|
|Digital Marketing Theory|
RemarkWritten exam. The test will include a mix of Multiple Choice and open/essay questions.
|Networked Business Foundations|
RemarkWritten exam. The test will include a mix of Multiple Choice and/or open/essay questions.
|Digital Marketing in Practice|
RemarkGroup assignment “Online presence strategy”