Marketing II

COURSE OBJECTIVE
This course introduces you to the most urgent basic concepts and theories about digital marketing, which are indispensable for
understanding the behavior of consumers and organizations in an increasingly further digitized economic context. In this course you will
approach marketing from a multiple channel perspective (Bridging Theory and Practice - Knowledge). You will learn to make well-founded choices on the basis of theories discussed (Academic and Research Skills), and link them to practical examples (economic and social context) (Bridging Theory and Practice - Application). You will also work in a team (Social Professional Skills) to apply theories learned.

Particularly, the course focuses on:
- understanding the marketing context and the impact of digitization;
- understanding and explaining behavior of customers in the digital environment ;
- understanding and applying marketing strategy in the digital context;
- translating digital strategic decisions to marketing mix tactics;
- understanding strategic marketing communication models for application;
- knowing how to strategically manage customer relationships with digital tools.

COURSE CONTENT
Our physical environment is changing rapidly. However, there is an environment where changes go even faster: the digital environment. Since its beginning in the early nineties of the last century this digital world developed with an unprecedented speed. Internet and digital media have radically changed the marketing profession. Consumers today are able to choose from multiple providers, switch to competitors with a click, choose better prices, compare more products and services, use multiple channels for purchases or communication and participate more and more. Organizations, on the other hand, can tap into new markets easier thanks to the internet, develop digital services easier, intensify communication and customize it, and large and small businesses are able to compete with each other (size doesn’t matter). Marketers and Business Professionals must therefore be aware of the latest theoretical developments in the field of digital marketing. Therefore, in this course marketing theory will fit with our multichannel technical society. You will be confronted with the most radical and recent theoretical developments for the digital channel. As a student of economics you will have a significant information advantage that is unprecedented after taking this course. Simply because traditional marketing theory will be connected to the most recent developments in our society.

TEACHING METHODS
Lectures
Tutorials

TYPE OF ASSESSMENT
Written examination: 80%; Weekly assignments average: 20%;

ENTRY REQUIREMENTS
Marketing I.