MRK 3430 Digital Tools and Technologies in Marketing
MRK 3430 Digital Tools and Technologies in Marketing
In today's marketing landscape, digitization significantly influences all industries, establishing digital marketing as a crucial element in a company's strategy. However, as technology advances and new privacy rules come into play, managers encounter ongoing challenges in navigating this ever-changing digital world.
This course aims to develop a strategic understanding of digital marketing by exploring tools and technologies with enduring applicability, even as specific technologies and implementation procedures evolve. We will analyze the strategic use of digital tools to cultivate profitable customer relationships, providing students with essential skills to navigate this evolving landscape and empower them to enhance digital marketing in any organization.
The course will primarily consist of lectures and discussions, complemented by industry examples and in-class exercises to anchor class discussions. By the course's conclusion, students will possess a solid understanding of digital tools and technologies used in marketing and the knowledge to navigate this continually evolving industry.
At the end of this course, students should:
- Have an overview of essential digital tools and technologies related to marketing
- Become familiar with the key concepts and theories related to digital marketing
- Identify best practices across digital marketing tools
- Understand how to utilize relevant digital tools and technologies to implement various marketing activities
After completing this course, students should:
- Utilize a strategic approach with various digital tools to execute effective digital marketing activities and achieve marketing objectives
- Develop analytical skills for interpreting data generated by digital marketing tools, facilitating informed decision-making
- Effectively communicate insights and the value derived from using digital tools, ensuring clear understanding among stakeholders
- Maintain a mindset of continuous learning and exploration in the ever-evolving landscape of digital marketing tools and technologies
This course aims to cultivate a comprehensive proficiency in effectively and strategically utilizing digital marketing tools and technologies. Additionally, students will be introduced to emerging developments in digital technologies, fostering an awareness of ethical considerations in the realm of digital marketing. Moreover, the course encourages the development of a mindset focused on continuous learning and exploration within the dynamic landscape of digital marketing.
This course provides a comprehensive exploration of various digital tools and technologies. Topics include website design and conversion, search engine optimization (SEO), digital advertising, social media strategies, e-mail marketing, analytics, and other emerging digital technologies. We will also delve into the impact of GenAI on current practices, illustrating its effects on digital landscapes. Furthermore, ethical considerations surrounding the use of these technologies will be discussed, shedding light on the challenges and responsibilities in the digital realm.
The course will primarily consist of lectures, interactive in-class discussions, and practical exercises. Students are expected to actively participate in creating a dynamic learning environment by contributing to discussions, asking questions, and reflecting on the subject material. In addition, asynchronous sessions will prepare students to grasp the underlying technology behind the digital tools and applications we discuss. These asynchronous sessions may include readings, assignments, or videos.
Completion as an online course
In the implementation of the course as an online study, the lecturer, in collaboration with the study administration, will organize an appropriate course implementation, with a combination of various learning activities (compulsory work requirements and voluntary submission tasks) and digital elements (introductory videos and webinars) on the learning platform. Online students are also offered a study guide that will contribute to progression and an overview. The total recommended time consumption for completing the course also applies here.
Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class.
Higher Education Entrance Qualification
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
No special prior knowledge is required.
| Assessments |
|---|
Exam category: Submission Form of assessment: Submission PDF Exam/hand-in semester: First Semester Weight: 100 Grouping: Group (1 - 3) Duration: 8 Hour(s) Exam code: MRK 34301 Grading scale: ECTS Resit: Examination every semester |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 28 Hour(s) | Teaching in class (Synchronous) |
Digital resources | 10 Hour(s) | Asynchronous resources |
Student's own work with learning resources | 82 Hour(s) | |
Group work / Assignments | 80 Hour(s) |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.