Intended Learning Outcomes (Skills, Knowledge, Attitude) and competencies

The students will be enabled to apply several methods in the field of digital commerce, especially for markets which are challenged by digital transformation. On the basis of the analysis of markets, consumers, products and services they are able to apply innovative marketing strategies. The students learn to analyze customer requirements systematically and to specify customer oriented shops, products, applications or frontends. 

They regard marketing and technology to serve humanity, thereby they consider sustainability as an imperative (marketing 5.0).

The students learn to apply (agile) project management to solve a challenging digital marketing problem. The students get an integrated understanding of marketing and technology. They develop an offering or business model stepwise, meeting milestones across the semester.

Contents

•      Market analysis from the perspective of digital change

•      E-Marketing strategy, disciplines for digital marketing change, respectively the implementation of cross channel strategies, business modeling with a focus on value creation and communication

•      Sustainable Marketing

•      E-marketing conceptualization and implementation

•      Developing a business model or offering

•      AI-powered commerce, e.g. chatbot

•      Customer centered design

•      Performance marketing

•      Selling technology

Applied methods in Economics and Business administration

r  Analysis models and methods (research and analysis models): 

•        Analysis of value creation

•        Digital impact analysis

•        Technology acceptance model (TAM, UTAUT 2 etc.)

•        Customer journey analysis and attribution models

•        Design thinking

r  Quantitative empirical methods (comparative – statistical, mathematical methods, data analysis): 

•        Data analysis regarding the effectiveness of marketing measures (e.g. return of marketing investment, cost revenue ratio, conversion rate, cost per acquisition, branding effects)

•        Analysis of user behavior  

•        On-/offline marketing mix optimization

r  Qualitative and interpretative methods (expert interviews, polls, standardised surveys): 

•        Interpretation of market data and the impact of digital change

•        Customer requirements analysis (e.g. focus groups)

•        Expert interviews

•        Business modeling

Teaching and Learning Styles

•        Project work

•        Case studies

•        Discussion

•        Presentation

Literature

•        Kotler, P. et al (2016), Marketing Management, Pearson.

•        Kotler, P. et al (2021), Marketing 5.0 Technology for Humanity

•        Chaffey, D., Digital Business and E-Commerce Management, Pearson Education

•        Laudon, K. C., Traver, C. G., (2021 ff.), E-Commerce, Business. Technology. Society. New Jersey: Pearson

Additional books and current articles from (reviewed) journals in the seminar.