Digital Marketing and Technology for Commerce

URL study guide

https://studiegids.vu.nl/en/courses/2024-2025/E_MKT_DMTC

Course Objective

The following course objective can be identified:
- Demonstrate a critical understanding of the concepts and theories used, as well as key topics covered, in the top academic journals on digital marketing and how such theories complement traditional theories.
- Effectively apply digital marketing theories both to understand real-life marketing problems and to design solutions to those problems.
- Communicate and collaborate effectively with an international cohort of classmates to design and produce case solutions or other presentations, provided in English, to both academic and professional audiences.

Course Content

In the realm of modern business, certain terms have become indispensable: social media and influencer marketing, digital self-service and personalized experiences, mobile commerce and applications, augmented and virtual reality, and multi-channel management. If these concepts don't resonate with you, it's as if you've spent the last decade on a well-deserved sabbatical in Plato's cave or perhaps found yourself hopelessly ensnared in a dark, deepfake funnel. Whether digital technology turns out to be the savior of humanity – who cares about natural resources when your brain is catching some R&R in the cloud? – remains to be seen. What we do know, is that we’re just at the beginning of a completely digitized future. Call it hyperreality or, even hipper, on-life: resistance is futile, I wouldn’t know where to begin. Not that anybody in the field of marketing even wants to resist, because digital is the key to the customer’s heart. However, navigating the labyrinth of digital keys and deciphering when to employ each one is akin to expecting a newborn to comprehend complex tech jargon. But fret not, assistance is readily available. Enter a comprehensive course designed to introduce you to the latest digital marketing trends through a series of in-depth speed-dating sessions. As a bonus, it provides strategic insights to contextualize these developments. Some topics that are covered: -Multiple channel realities (offline, online, mobile, IoT) and the customer journey: How to get in charge and understand the customer journey? -Immersive technologies, hyper-realities and the future of consumerism: How to deal with augmented reality in shopping? -Digital personalization with recommendations: To me, for me, about me and automatic (social) tailoring. Does it impact firm performance? -Impact of ratings and reviews: The ego likes to be social and shares with conviction. A valance and impulsive buying perspective. -Mobile for commerce and promotion: grasping customers on their most personal device. -Influencer marketing: The new hot promotion tool for branding purposes that seems to put advocacy on steroids. But, how effective is it? -Web and App design: Designing the optimal product page and creating an integrated brand platform of web and app. -Digital transparency: Seeing the tree in a forest of information: how companies can help and mislead customers.

Teaching Methods

Lectures, workgroups (focusing on a real-life case for an organization)

Method of Assessment

Written examination: 70%; Case assignment: 30%; each to be completed with a minimum score of 5.0

Literature

Academic articles and additional materials as mentioned in the course manual.

Entry Requirements

Basic marketing knowledge.