Digital Marketing

Description

Learning Objectives: Understand how digital marketing fits within a larger marketing and/or customer relationship building strategy Develop a digital marketing mindset; being able to inventorize opportunities and threats of technologies for relationship building (overall, and for specific companies/settings) + being able to critically reflect on and discuss recent issues and developments in the digital age for customer relationship building and management Master theoretical frameworks and concepts (old and new ones) that are relevant for understanding and managing the current marketing landscape in the digital age Master tools (old and new ones) that can be employed for digital marketing Reflect on the ethical aspects of data and analytics Analyze data that is available through digital platforms and draw conclusions to strengthen customer relationship building in the digital age ERS Learning Objectives: Knowledge of Marketing 5.0 which combines technological challenges with societal and environmental impact, and how technology "can contribute to a new and better world" (ERS worldview) Understand the role of different stakeholders in the context of Service Encounter 2.0 such as customers, service providers, technology developers, and other stakeholders (e.g., non-consumers) (Complexity in ERS)