Marketing is constantly evolving – with digital distribution channels, disruptive technologies, new and international market segments, social media, influencers, and new competitors. Marketing managers need to learn how to adapt to these changes, and how to respond to them. 

This course offers the opportunity to learn about the complexity and dynamics of the business’ digital environment and is relevance to marketing management. The course provide students with the necessary knowledge and skills to respond in terms of digital marketing decisions.  

The topics in this course are centered around the most important marketing goals and skills in a digital environment. The basic skills of developing and applying strategic marketing decisions in this environment through will be practiced in a marketing simulation that is run throughout the course. In the marketplace simulation (Digital Markstrat) student teams compete against each other in running their companies in a fictional marketing environment. Lectures are structured around different drivers and trends in strategic marketing that directly or indirectly affect firm performance.