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 central areas in today's marketing, as an increasing amount of companies' marketing is done digitally, and a large part of companies' sales are done digitally. The course takes a broad perspective on digital marketing, which is defined here as "an adaptive, technology-enabled process through which companies interact with customers and partners to co-create, communicate, deliver and sustain value for all stakeholders". This type of marketing is executed on the internet, social media, search engines, mobile devices and other channels, and requires new ways of marketing to consumers and understanding the impact of their behavior.
Nowadays, customers and businesses are connected through digital channels and networks. New marketplaces evolve, and a challenge for companies is to create positive customer experiences in digital environments, and, particularly, in hybrid environments where the digital meets the physical. At the same time, companies must relate to new technologies that are developing at a rapid pace, creating new challenges and opportunities. Also, incorporating sustainable aspects into digital marketing is becoming increasingly crucial as consumers and businesses are more aware of environmental and social impacts. Digital marketing strategies need to consider how they can promote sustainable practices, reduce digital carbon footprints, and engage in ethical advertising that aligns with global sustainability goals. This approach not only meets the growing demand for responsible business practices but also helps in building long-term customer relationships based on shared values of sustainability and social responsibility. How do these developments affect companies' branding, marketing and sales processes? What are the strategic, societal, sustainable, and ethical implications of these developments?
The course aims to develop analytical and strategic skills to deal with these developments, challenges, and issues. Some of the topics covered in the course are: digital marketing strategies and channels, social media and influencer marketing, e-commerce strategies, data collection and analysis for digital marketing and e-commerce decisions, an overview of new technologies and their impact on marketing, ethical and sustainable aspects of digital marketing.
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Course structure
Teaching format
The course consists of a combination of lectures, seminars and group work and requires a significant portion of self-study on the part of students. Assessment for the course will be continuous and is carried throughout the different activities of the course.
The course workload is 200 hours equivalent to 7,5 ECTS.
The language of instruction is English. Please note that all teaching and learning activities - such as lectures, seminars, assignments and assessment tasks – are carried out in English when the language of instruction is English.
Assessment
Assessment for the course will be continuous and is carried throughout the different course activities. Each assessment task is weighted in relation to its importance in the overall assessment of the course. The student’s results from the different assessment tasks are added up to a total course score that will then translate into the final grade for the course.
Assessment tasks
The course contains the following weighted assessment tasks:- Individual exam
- Individual assignment
- Seminar participation
- Group assignment
After completion of the course, students will receive grades on a scale related to the intended learning outcomes of the course. Passing grades are A, B, C, D and E. Failing grades are Fx and F. A grade Fx can be completed for a grade E.
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Schedule
The schedule will be available no later than one month before the start of the course. We do not recommend print-outs as changes can occur. At the start of the course, your department will advise where you can find your schedule during the course. -
Course literature
Note that the course literature can be changed up to two months before the start of the course.See reading list in the current syllabus.
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Course reports
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Contact
Course coordinator: coursecoordinator@sbs.su.se
Head of course: Jonathan David Schöps
