This course kicks off the specialization (SBWL) "Digital Marketing," by discussing how advances in information technology and digital media have already changed our understanding of marketing and will very likely continue to shape marketing in the future. As a core component of the SBWL, this course provides a basic framework for understanding digital marketing. We discuss the specific implications for brands when interacting and engaging with customers in digital environments and highlight fundamental differences between online and offline settings. Other topics covered include the marketing/technology-interface, specifics of the digital purchase funnel, customer-centricity, and metrics for managing customer value.

The course also covers the most important digital marketing instruments and aims to teach students the skills needed to analyze, build, and improve digital marketing campaigns using state-of-the-art tools with the aim to make better marketing and business decisions.

According to WU rules, you have to attend 80% of the sessions in this course. This means you can miss one class.

Workload:

The course has 4 ECTS, which translates into a workload of 100 hours, 22 hours of which are contact hours in the classroom. That means that you’ll need to work for about 78 hours outside the classroom. The workload (in hours) that you can anticipate for every grading component is approximately proportional to the weight that each grading component has for your final grade (i.e., expect a workload of approx. 7.5 hours for a case that has a 10% weight for your final grade).

Weights for each grading component used to compute your final grade:

• Final exam: 35%
• Digital marketing (DM) challenge: 25%
• Short presentation slide-deck (HW1) and write-up (HW2): 20%
• In-class participation (5%) and quizzes (15%): 20%

In-Class Participation:

We will record your attendance and participation in class discussions and also conduct short quizzes in class. Your participation is a combination of how often you’ve interacted with our questions and the quality of your comments. You will have multiple opportunities to contribute to in-class discussions.

Peer Grading on a Need-to-Implement Basis:

The course involves a significant amount of group work. We assume groups will coordinate the allocation of work. As a default, we allocate the same grading to all group members. If any group member feels that an unequal evaluation is justified, we will distribute an evaluation form of individual contributions to group work for the groups who wish to opt for the peer group assessment.

Overall             Points Grade

90-100             1.0
80-89               2.0
70-79               3.0
60-69               4.0
Below 60         5.0