[Translate to English:] Master Digital Economy

Marketing and Innovation

Course objectives:

Centered around the definition of marketing as any activity that creates value for customers, clients, partners, and society at large (AMA)

In practice, marketing often at the forefront of digital transformation, i.e. close link between digital marketing and innovation

Teaching formats:

  • Lecture: To achieve timeliness of topics, course will be (mainly) based on scientific research papers, guest lectures, online quizzes and interactive formats to ensure engagement

  • Tutorials/Exercises: Statistical analysis of case studies on online customer journey, attribution models, A/B testing, sentiment analysis

Evaluation: Written exam


  • Introduction, i.e., the shift to customer-centric marketing, the paradoxes of marketing to the connected customer, marketing strategy implications of moving from the traditional to the digital economy

  • Behavioral Foundations and the online customer journey, i.e, theoretical concepts and principles pertaining to digital marketing strategy including the five As and the O-Zone, usage of digital channels across the stages of the customer journey

  • Online advertising, i.e. paid vs unpaid search, SEO marketing, online attribution models on the aggregate and individual level

  • Social networks, i.e., network effects, social advertising and social targeting, viral product features and viral content, online community and models of social influence

  • Firm-customer interactions and mobile marketing, i.e., user experience (UX), personalization in mobile marketing, online reviews and reputation management, sentiment analysis, chatbot interactions

  • Customer-centric innovations, i.e.,the agile marketing concept, A/B testing, the minimum viable product

  • Digital marketing metrics and handling unstructured data, i.e., machine learning and predictive analysis in the marketing context, tools and processes used to measure and improve digital marketing effectiveness