Digital Marketing and Technology for Commerce

Course Objective

Upon successful completion of this course, students will be able to:

• Critically evaluate key concepts, frameworks, and theories in digital marketing as presented in top-tier academic journals. Students will assess how these contemporary theories build upon or challenge traditional marketing paradigms.
• Apply theoretical insights to analyze real-world digital marketing challenges and formulate evidence-based strategies. This involves integrating academic research with industry best practices to develop innovative and data-driven solutions.
• Develop advanced communication and collaboration skills by working in diverse, international teams. Students will engage in peer discussions, case study analyses, and presentations, effectively conveying insights to both academic and professional audiences in English. This will enhance their ability to articulate complex marketing issues and propose strategic recommendations.

Course Content

Course Overview: Mastering Digital Marketing in a Hyperconnected World

In the dynamic landscape of contemporary business, several key concepts have emerged as fundamental to marketing success: 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 terms feel unfamiliar, it is as though you have spent the last decade in Plato’s cave—or perhaps lost in an algorithmic deepfake funnel.

The rise of digital technology raises profound questions: Is digitalization the ultimate driver of consumer engagement, or does it merely create an illusion of control in an era of hyperreality? While its long-term societal impact remains uncertain, what is clear is that we are only at the dawn of an entirely digitized future (Baudrillard, 1981; Floridi, 2015). Whether we call it hyperreality, the metaverse, or "on-life" (Floridi, 2017), one thing is certain: digital transformation is not a trend—it is the new reality. And in marketing, digitalization is not just a tool but the primary conduit to understanding and influencing consumer behavior (Lemon & Verhoef, 2016; Kotler, Kartajaya & Setiawan, 2021).

Yet, mastering the complexities of digital marketing is no simple feat. With countless digital touchpoints and an ever-evolving ecosystem of data-driven insights, AI-powered personalization, and immersive brand experiences, the challenge lies in knowing when, where, and how to leverage these tools effectively (Hoffman & Novak, 2018). This course provides the strategic frameworks and analytical tools necessary to navigate these complexities. Through a series of in-depth, high-intensity learning sessions, students will gain firsthand experience with cutting-edge digital marketing trends and develop a critical understanding of their implications.

Key Topics Covered:

Multi-Channel Realities and the Customer Journey
How can businesses effectively integrate offline, online, mobile, and IoT platforms to create a seamless and engaging omnichannel experience?

Immersive Technologies, Hyperreality, and the Future of Consumerism
What is the role of augmented reality (AR) and virtual reality (VR) in shaping the future of shopping experiences? How do these technologies impact consumer decision-making and brand perception?

Digital Personalization and AI-Driven Recommendations
From automated content curation to predictive analytics, how do personalization strategies influence customer engagement and firm performance? What are the ethical implications of algorithmic targeting?

The Psychology of Ratings and Reviews
How do social validation, valence, and impulsive buying tendencies shape consumer behavior? How can firms leverage user-generated content (UGC) while maintaining credibility and trust?

Mobile Commerce and Contextual Marketing
With smartphones serving as the most personal consumer device, how can businesses harness location-based marketing, push notifications, and mobile-first strategies to drive engagement and conversions?

Influencer Marketing: Advocacy in the Digital Age
Is influencer marketing truly the new frontier of brand advocacy? What distinguishes authentic engagement from paid promotion, and how can firms measure effectiveness?

Web and App Design: Creating Seamless Digital Experiences
What principles define an effective digital ecosystem, from product pages to brand platforms? How can firms ensure a frictionless and engaging UX/UI experience?

Digital Transparency and the Ethics of Information
In a data-saturated world, how can companies balance transparency with strategic information management? How do businesses build trust while mitigating misinformation and consumer skepticism?

Conclusion:
This course blends theoretical insights with real-world applications, equipping students with the knowledge and skills to critically analyze digital marketing trends, apply strategic frameworks, and design innovative solutions. Whether exploring the persuasive power of AI-driven recommendations or the psychological drivers behind social validation, students will emerge with a holistic understanding of digital marketing—one that is both academically rigorous and industry-relevant.

Additional Information 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

Entry Requirements

Basic marketing knowledge.

Literature

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