Advanced and digital marketing


Ár1. ár
ÖnnHaustönn/Fall 2019
Stig námskeiðsÓskilgreint
Tegund námskeiðsValnámskeið
UndanfararEngir undanfarar.
SkipulagEkkert skráð skipulag.
Valdimar Sigurðsson
Vishnu M. Ramachandran Girija
The aim of the course is to provide an advanced understanding of marketing with an emphasis on the strategy, implementation and practice of digital marketing. In the beginning, students will advance their understanding of key concepts and methods in marketing science and evidence-based practice. This includes marketing mix measures (e.g. new-product research, concept generation, product evaluation and development, test marketing, pricing, distribution and promotion), brand and customer metrics (e.g. competitive advantage, brand equity, customer satisfaction, marketing intelligence and customer profitability, and at last new age strategies (e.g. database marketing, E-commerce, mobile marketing, social media marketing, experiential marketing, relationship marketing, customer lifetime value and word of mouth marketing). The second part of the course will build on the advanced marketing topics as students will focus on digital marketing practice (e.g. online marketplace analysis, digital platforms, online customer experience, campaign planning, content marketing, conversion rate models, landing pages, website design and social media marketing). By the end of the course students should have an advanced understanding of several fundamental concepts in marketing and be able to plan, execute, and evaluate a digital marketing strategy.
Knowledge: Collection of facts, concepts, theories and techniques acquired by students. The student should: - Understand the importance of evidence based practice in digital marketing - Be able to account for selected concepts, theories, methods and practice in advanced marketing (see e.g. the aim of the course and the course outline) - Be able to place the latest knowledge in context within their field - Have knowledge of ethical problems in marketing (especially digital marketing) Skills: The ability to apply knowledge to different settings in advanced and digital marketing. The student should: - Be able to discuss the strength and weakness related to the concepts, theories, methods and practice - Understand and tackle issues in digital marketing in a professional context - Collect, analyse and evaluate scientific papers and data - Be innovative in developing and applying ideas - Develop projects and place them in context by applying methods based on scientific theories and/or research. - Use theory to develop digital marketing strategy, built on research and evidence. - Be able to improve management decision-making and be able to provide relevant, accurate, and timely information to a marketing problem. Competences: The ability to apply knowledge and skills to work and study. The student should: - Have developed the necessary learning skills and independence for further studies - Be able to initiate and implement digital marketing strategies - Be capable of presenting and describing marketing management issues and research findings in English - Be able to evaluate the suitability of the different methods and scientific issues in digital marketing

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