Course ObjectiveDuring this course, your will develop an in-depth understanding of
online marketing from a theoretical, analytical and practical
perspective (Academic and Research Skills). Building on the knowledge of
II, this advances your knowledge on how to strategically design online
marketing activities, and also how to analyze and evaluate the
effectiveness of these online marketing activities (Bridging Theory and
Practice - Knowledge,
Academic and Research Skills). Moreover, you will apply this knowledge
in a real-life setting, enabling you to translate and apply theoretical
knowledge into practice (Bridging Theory and Practice - Application).
By the end of this course you will be able to:
- identify the right metrics and methods to evaluate online marketing
- assess qualitatively and quantitatively online marketing strategies
- identify which activities are more effective and why;
- use the information obtained to build an effective digital marketing
Course ContentIn the past decade, the Internet has caused fundamental changes in the
way we live, learn, and do business. For marketers, the intense use of
digital media, and the widespread adoption of smartphones has truly
revolutionized the way marketing ‘is done’. More than ever before, word
of mouth and consumer communities are considered important market forces
that influence consumer decision-making all along the purchase process.
Moreover, companies are increasingly adopting a business logic based on
co-creating value propositions with customers. Marketing, as a function
that is closest to the consumer, plays a key role in giving shape to
this new era in business management. With today’s consumers continuously
connected online, it is imperative for marketing managers to monitor the
customer journey online in order to fully understand the impact of their
marketing activities and plan successful new online marketing
strategies. However, in the era of big data, managers often do not know
which metric to focus on and how to extract valuable information from
the data at hand.
By the end of this course, you will be able to assess qualitatively and
quantitatively online marketing strategies during three important
moments of the customer journey online: (1) Product search; (2)
Purchase; (3) Post-purchase. For each moment, you will identify which
factors play a bigger role in influencing consumers’ attitude and
behaviour, based on the literature and your own analyses. You will also
be able to use the information obtained to evaluate the ROI of digital
marketing and social media campaigns and build a successful online
Method of Assessment(Interim) Assignment(s) - Group assessment.
Exam - Individual assessment.
LiteratureArticles, cases, lecture slides.
The reading list will be announced on Canvas.
Additional InformationThe lectures are interactive.
Recommended background knowledgeMarketing I and Marketing II.
|Language of Tuition||English|
|Faculty||School of Business and Economics|
|Course Coordinator||dr. F. Sotgiu|
|Examiner||dr. F. Sotgiu|
You need to register for this course yourself
Last-minute registration is available for this course.
|Teaching Methods||Seminar, Lecture|
This course is also available as: