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    Course Description

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    Hong Anh Vu
    This document provides a course description for a 6.5 ECTS Digital Marketing course offered between April 17 and June 9, 2023. The course will be taught in English on Mondays and Wednesdays, and aims to provide students with strategic and analytical skills related to digital marketing. It focuses on how digitalization impacts business models and marketing strategies, and equips students with tools to evaluate digital marketing initiatives using market response models, experiments, and observational studies. Students will complete two assignments analyzing real-world digital marketing data. The course materials will include academic literature on digital marketing and causal analysis methods.

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    Course Description

    Uploaded by

    Hong Anh Vu
    38 views2 pages
    This document provides a course description for a 6.5 ECTS Digital Marketing course offered between April 17 and June 9, 2023. The course will be taught in English on Mondays and Wednesdays, and aims to provide students with strategic and analytical skills related to digital marketing. It focuses on how digitalization impacts business models and marketing strategies, and equips students with tools to evaluate digital marketing initiatives using market response models, experiments, and observational studies. Students will complete two assignments analyzing real-world digital marketing data. The course materials will include academic literature on digital marketing and causal analysis methods.

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    This document provides a course description for a 6.5 ECTS Digital Marketing course offered between April 17 and June 9, 2023. The course will be taught in English on Mondays and Wednesdays, and aims to provide students with strategic and analytical skills related to digital marketing. It focuses on how digitalization impacts business models and marketing strategies, and equips students with tools to evaluate digital marketing initiatives using market response models, experiments, and observational studies. Students will complete two assignments analyzing real-world digital marketing data. The course materials will include academic literature on digital marketing and causal analysis methods.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    38 views2 pages

    Course Description

    Uploaded by

    Hong Anh Vu
    This document provides a course description for a 6.5 ECTS Digital Marketing course offered between April 17 and June 9, 2023. The course will be taught in English on Mondays and Wednesdays, and aims to provide students with strategic and analytical skills related to digital marketing. It focuses on how digitalization impacts business models and marketing strategies, and equips students with tools to evaluate digital marketing initiatives using market response models, experiments, and observational studies. Students will complete two assignments analyzing real-world digital marketing data. The course materials will include academic literature on digital marketing and causal analysis methods.

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    © All Rights Reserved
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    of 2

    Course Descriptions Master 2022-2023

    Course Title Digital Marketing


    Course Code EBC4267
    ECTS Credits 6,5
    Assessment Whole/Half Grades
    Period Period Start End Mon Tue Wed Thu Fri
    5 17-4-2023 9-6-2023 X X
    Level Intermediate/Advanced
    Coordinator Niels Holtrop For more information:[email protected]
    Language of instruction English
    Goals Ultimately, the course provides students with strategic and analytical skills to:
    1. Describe the implications of the digital revolution for business model formulation.
    2. Develop a digital marketing program for a given organization.
    3. Explain and work with the basic concepts of several methodologies (e.g. market response models, field
    experiments, observational studies) used to evaluate digital marketing actions.
    4. Explain and understand the basic digital marketing concepts and methodologies published in the academic
    literature.
    5. Select and apply a suitable method to address a specific digital marketing problem
    6. Interpret the results of (own or prior) digital marketing research.
    7. Report in writing about the solution to a digital marketing problem, and its managerial implications.
    Description PLEASE NOTE THAT THE INFORMATION ABOUT THE TEACHING AND ASSESSMENT METHOD(S)
    USED IN THIS COURSE IS WITH RESERVATION. A RE-EMERGENCE OF THE CORONAVIRUS AND
    NEW COUNTERMEASURES BY THE DUTCH GOVERNMENT MIGHT FORCE COORDINATORS TO
    CHANGE THE TEACHING AND ASSESSMENT METHODS USED. THE MOST UP-TO-DATE
    INFORMATION ABOUT THE TEACHING/ASSESSMENT METHOD(S) WILL BE AVAILABLE IN THE
    COURSE SYLLABUS.

    Digital Marketing focuses on the new challenges and opportunities marketers face in the digital age. Digital
    marketing encompasses more than adding new channels (e.g. social media) to the marketing mix: It also
    gives rise to new ways of doing business. As such, this means that firms should focus on integrating digital
    marketing into their existing marketing mix. For example, major players such as Proctor & Gamble have
    shifted considerable amounts of their marketing budget to digital channels. However, such firms also have to
    take into account differences in consumer behaviour in digital channels, changes to consumer needs due new
    digital offerings, opportunities offered by developments such as robotization and AI etc., calling for a critical
    evaluation of the entire existing marketing mix. Moreover, consumer behavior and competition are also
    reshaped as firms are faced with new, digital-only competitors who successfully translated existing offerings
    to an online context (e.g. Amazon and Zalando), as well as platforms firm that operate from a complete new
    business model, for example by directly connecting buyers and sellers (e.g. AirBNB, Alibabba, UBER) or
    changing the way products are consumed (e.g. Spotify, WhatsApp).

    Beyond the existence of new marketing channels and business models impacting consumer behavior, a third
    change is the vastly increased amount of data available for evaluation of the effectiveness of marketing
    actions. Given the inherent digital nature of the marketing actions taken, it has become commonplace to
    evaluate the effectiveness thereof using market response models, field experiments and observational
    studies. A particular focus has been on causal analysis: How does a change in some marketing variable X
    impact marketing outcome Y? Thus, this course will not only review the strategic implications digitalization
    has for businesses, but also equip students with the (statistical) tools to evaluate the causal effectiveness of
    digital marketing actions. To achieve this, students will get hands-on experience running statistical analyses
    in the digital domain during two assignments based on real-life data. The course is based on a set of readings
    from the academic literature in the digital marketing domain. Beyond the basic insights these readings provide
    with regard to successful digital marketing initiatives, they also provide an introduction to the academic
    literature on marketing modelling and causal methods. An explicit objective of this course therefore is also to
    become familiar and comfortable with this literature and type of analyses involved.
    Literature A set of readings from the academic literature will be made available to students.
    Prerequisites
    Keywords
    Teaching methods PBL / Presentation / Lecture / Assignment / Papers / Groupwork
    Assessment methods Attendance / Written Exam / Assignment / Presentation
    Evaluation in previous academic For the complete evaluation of this course please click http://iwio-
    year sbe.maastrichtuniversity.nl/rapporten.asp?referrer=codeUM
    This course belongs to the Master Business Research - No specialisation Year 1 Disc - IB Strategic Marketing
    following programme /
    specialisation Master Business Research - Operations Research Year 1 Elective Course(s)
    Master Business Research - Operations Research Year 2 Elective Course(s)
    Master Human Decision Science Elective Course(s)
    Master International Business - Accounting and Elective Course(s)
    Business Information Technology
    Master International Business - Entrepreneurship and Elective Course(s)
    Business Development
    Master International Business - Managerial Decision- Elective Course(s)
    Making and Control
    Master International Business - Information Elective Course(s)
    Management and Business Intelligence
    Master International Business - Marketing-Finance Elective Course(s)
    Master International Business - Organisation: Elective Course(s)
    Management, Change and Consultancy
    Master International Business - Strategic Corporate Elective Course(s)
    Finance
    Master International Business - Strategic Marketing Compulsory Course(s)
    Master International Business - Strategy and Elective Course(s)
    Innovation
    Master International Business - Supply Chain Elective Course(s)
    Management
    Master International Business - Sustainable Finance Elective Course(s)

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