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Digital Marketing and E-commerce

This course aims to develop students' knowledge about theories, models and methods for understanding digital marketing and e-commerce, and the ability to apply these on marketing issues. The course's aim is also to develop students ability to reflect on the impact of digital marketing on markets, businesses, consumers and society.

The course addresses digital marketing and e-commerce. These are key areas of today's marketing, as marketing is increasingly taking place digitally, and a large part of business sales are done digitally. The course provides a broad perspective on digital marketing, which is defined as "an adaptive, technologyenabled process by which firms collaborate with customers and partners to jointly create, communicate, deliver, and sustain value for all stakeholders."

Customers and companies are today connected through digital networks. New marketplaces are being created, and a challenge for companies is to create positive customer experiences in the digital, and where the digital meets the physical. At the same time, companies need to relate to ever new technologies that are developing rapidly, and which create new challenges and opportunities.

How does this influence marketing and sales processes? What strategic, social and ethical implications does this development have?

The course aims at developing analytical and strategic skills to handle these issues. Some of the topics discussed during the course are: Strategies and channels for digital marketing, Social media marketing, Ecommerce strategies, Data analysis for decisions on digital marketing and e-commerce, Overview of new technologies and their impact on marketing, Ethics and digital marketing.