Kursusoversigt
Kursusbeskrivelse
Kursusnavn (dansk):
B4 Digital Marketing
Kursusnavn (engelsk):
Digital Marketing
Semester:
Forår 2002
Udbydes under:
cand.it., e-business (ebuss)
Omfang i ECTS:
0,00
Kursussprog:
Engelsk
Kursushjemmeside:
https://learnit.itu.dk
Min. antal deltagere:
0
Forventet antal deltagere:
29
Maks. antal deltagere:
75
Formelle forudsætninger:
None
Læringsmål:
A number of important trends are molding and reshaping the role of marketing in today's business environment. Product life cycles are compressing amidst intensified global competition. The pervasive hand of technology not only has altered the nature and speed of product development, but also is now revolutionizing the channels of distribution, and changing the nature of relationships between producers and customers/users. The influence of these and other forces in the environment has made it clear that the essence of business strategy has to start with a deep understanding of the customer and how to reach and satisfy their wants and needs.
In general, we shall endeavour to guide our research and course development towards problems that have a potential to impact significantly on the field of marketing practice, recognizing that these contributions can take the form of theory or its applications.
This course mixes industry insights, theoretical approaches, and hands-on experience to give students a framework based on technological, marketing, and economic opportunities created by the Internet for understanding and implementing marketing on the wired Internet and the wireless Internet. The goal of this course is to understand not only how successful wired and wireless net marketing operates, but also how existing organizations should combine the Internet with their traditional marketing approaches.
Fagligt indhold:
This course will address conventional-, electronic-, and mobile- marketing issues such as:
· Compare and contrast of the three major marketing channels (the conventional-, the electronic-, and the mobile- marketing channel)
· Impact on the 4P's due to the emerging technologies
· Wireless marketing as a complement to wired marketing
· Channel conflicts
· Conventional-, electronic-, and mobile- advertising campaigns
· Off-line and on-line branding
· Personalization
· Real-time marketing
· Customer loyalty
· Etc.
Læringsaktiviteter:
12x3 lessons
Eksamensform og -beskrivelse:
X. experimental examination form (7-scale; external exam), 13-skala, Intern censur
Four Hours Written Exam (open book)
Litteratur udover forskningsartikler:
Kursusoversigt