Digital Technologies and Marketing in a Global Business World

Description

The course is an advanced course in marketing management with the objective of deepening knowledge and studying developments in theory and practice. It focuses on the impact of digital technologies in the broadest sense on many aspects of current marketing research and practice. During the course, special attention will be given to putting the theoretical insights in a business perspective using practical small weekly cases and marketing examples. A larger assignment covers data collection, visualization, and analyses. All assignments will include some form of coding in R. The course touches upon multiple core themes and covers a wide variety of topics to give an idea of marketing as a field. We cover theoretical topics on multichannel marketing, social media marketing, and recommendations, as well as practical topics such as types of data, data collection, and methods to analyze them. Hence, we will cover how digital technologies impact consumers and firms but also explore how technological developments have changed (the possibilities and risks of) marketing research. The course is directed toward students in their final year of the Bachelor's program. Objectives: Upon completion of this course, students will be able to: describe the impact of digital and technological developments on consumers and firms; explain the impact of technological developments on marketing research techniques and outcomes; analyse how organizations (can) make use of digital technologies to improve their (international) marketing strategies; analyse scientific literature from the marketing field to solve real-world business questions; explain and discuss their analyses.