Course content
Successful marketing is rooted in consumers' journey through the marketing funnel: (1) needs recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior. Digital technology has fundamentally altered how firms can interact with consumers along this journey when devising marketing campaigns.
The course Digital Marketing Strategy & Technology delves into the disruption of classic marketing techniques by digital technology. Digital technology allows marketers to reach a broader and more targeted audience of consumers in new and innovative ways. Nevertheless, marketers need to make smart choices when devising their digital marketing strategy and assessing its performance. The aim of this course is to combine rigorous theoretical understanding of digital marketing strategies with their technical application and performance evaluation.
To achieve this goal, we will be drawing on both marketing and information systems theories to understand digital marketing strategies. Then, we will apply this understanding into practice by devising and implementing our own digital marketing strategy through leveraging on technological services and tools. We will also learn how to assess the performance of the implemented strategy based on data collected from the marketing campaigns. This approach will allow us to justify the choices underlying our marketing strategy with both theoretical insights and empirical evidence.
This course will contain a significant amount of hands-on experience with digital marketing technologies. To gain an in-depth appreciation of how to conduct digital marketing strategy, we will be employing a wide range of technological services and tools such as Google Ads, Google Analytics, Google Tag Manager, Mailchimp, Wix.com, Facebook Advertising, to name a few
See course description in course catalogue