LFU:online

The course addresses how emerging technologies and the digitalization of businesses affect marketing thinking and processes. 

In this course, students will reflect about the impact of digitalization on marketing processes like

-          strategy development (segmentation, opportunities for differentiation and targeting),

-          consumer understanding (observation of behaviors, assessment of attitudes, interaction with organizations and amongst themselves),

-          marketing mix decision-making (product and service development, online and offline communication, multi- and omnichannel distribution and pricing), and

-          Marketing performance measurement and measurement.

We will discuss capabilities required to master these digitalization processes and expose students to the most common software tools to exploit the opportunities arising from such developments. The course will also equip students with knowledge how to monitor the effectiveness of marketing activities – an undertaking which marketing practitioners have avoided or struggled with over decades, but which now appears more feasible and fruitful.

We will also critically discuss ethical issues arising from the increasing availability of customer information – ranging from questions surrounding customer data exploitation to automated pricing or targeted communication.

Interactive lectures and discussion, case studies and blended learning practitioner guest lectures.

Interactive lectures and discussion, case studies and blended learning practitioner guest lectures.