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| Semester | spring semester 2020 |
| Course frequency | Every spring sem. |
| Lecturers | Willem Smit (willem.smit@unibas.ch, Assessor) |
| Content | New digital technologies have fundamentally reshaped marketing theory and practice in the last decade alone. This course addresses how technology has changed the modes of communication through which firms engage with consumers. It provides a curated overview of very recent cases and theories related to Big Consumer Data, fine-grained behavioral analytics, new monitoring tools, precise and personalized customer relationship management practices, mobile-first strategies and location-based messaging, content management, social media and its networked based predictive modeling, new forms of targeting and referral strategies, and user generated content. This is all to understand how to make or break demand for products or services digitally. This course follows the pedagogy of Learning-by-Doing by experimenting with different tactics in Digital Marketing strategies. But before we do, we as a class will discuss and apply marketing strategic thinking in order to consistently translate the strategy into: (1) User Experience / Website, (2) SEO, (3) Organic Search, (4) Paid Search, (5) Paid Social, and (6) Email / Campaign Management. The course consists of two phases. In the first phase (May 4, 7, and 8), our focus is on concept learning; the second phase (May 11, 14 and 15) will be on strategy formulation. |
| Learning objectives | By the time students complete this course they should be able to: 1. Understand the changing landscape of Marketing Tech. 2. Comprehend and apply the range of digital marketing tools to analyze, recommend, devise and evaluate firm strategies aimed at improving the digital performance. 3. Know how User Experience / Website, Search Engine Optimization, Organic Search, Paid Search, Paid Social, and Email / Campaign Management interact in achieving effective (digital) marketing strategies. 4. Apply to design insights-based digital marketing campaigns. |
| Bibliography | See the course syllabus - posted in a folder on the ADAM course portal |
| Comments | Willem Smit is Assistant Professor of Marketing at Asia School of Business in collaboration with MIT Sloan School of Management, Kuala Lumpur, Malaysia. He will be your professor for this course on Digital Marketing. |
| Weblink | Weblink to ADAM |
| Course application | Registration: Please enrol in MOnA. EUCOR-Students and students of other Swiss Universities have to enrol at the students administration office (studseksupport1@unibas.ch) within the official enrolment period. Enrolment = Registration for the exam! A deregistration is possible by email to Studiendekanat-wwz@unibas.ch until 12 May 2020, 8 pm. |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|
No dates available. Please contact the lecturer.
| Modules |
Specialization Module: Marketing and Strategic Management (Master's Studies: Business and Economics) |
| Assessment format | end-of-semester examination |
| Assessment details | The course familiarizes you with digital marketing through four interrelated activities: tool learning, class participation, understanding and experimentation. The first two are individual grade components. The latter two are team-based grade components. Overall grading will be based on the following weights: TOOL LEARNING – fulfilling online tool assignments 30% (Individual) o Google Analytics (not graded) o UX: UserTesting.com - 10% o SEO: MOZ Academy - 10% o Social Listening: HootSuite - 10% PARTICIPATION – 15% (Individual) o Class Participation & Professionalism: 15 % UNDERSTANDING – 15% (Team) o Case Analyses (2 out of 6): 15% EXPERIMENTATION – 40% (Team) o Final Paper with a pre-campaign briefing: 40% |
| Assessment registration/deregistration | Reg.: course registr.; dereg.: Office of the Dean of Studies |
| Repeat examination | no repeat examination |
| Scale | 1-6 0,1 |
| Repeated registration | as often as necessary |
| Responsible faculty | Faculty of Business and Economics , studiendekanat-wwz@unibas.ch |
| Offered by | Faculty of Business and Economics |