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Regular version of the site

Marketing in the Digital Age

2021/2022
Academic Year
ENG
Instruction in English
5
ECTS credits
Course type:
Compulsory course
When:
1 year, 3 module

Instructors

Course Syllabus

Abstract

The course “Marketing in the Digital Age” is a compulsory course for the students at the master level degree programs offered by the Higher School of Economics (5 ETCS, 40 hours of lectures and 150 hours of guided independent self-study). The overall objective of the “Marketing in the Digital Age” course is to provide students with the basic understanding of the main concepts and contemporary marketing theories and to show the students the main marketing tools, used in the digital age. The course has strategic approach to marketing, which means that marketing is not only understood within the framework of traditional 4P model, but also in terms of relationship marketing, CRM, and value co-creation. Course includes the major topics of classical marketing, such as strategic marketing, relationship marketing, consumer behavior, and marketing communications including digital marketing tools, and marketing management as well as specific digital topics, such as Customer Journey Mapping (CJM), value co-creation, and sharing economy as a new digital business model. The course includes several case studies dealing with marketing decision making in the contemporary digital world. Teaching methods include lectures, guest lecture, individual and group projects, case studies, and class assignments.
Learning Objectives

Learning Objectives

  • The overall objective of the course is to provide students with understanding of the key contemporary marketing concepts, theories, and tools in order to apply them to real-world scenarios in the age of digital transformation
Expected Learning Outcomes

Expected Learning Outcomes

  • to be able to apply STP model
  • to be able to build the model «Customer Journey Map»
  • to be able to choose appropriate Digital Marketing tools
  • to be able to define a segment profile
  • to be able to describe the consumer's portrait
  • to be able to develop a Customer Journey Map
  • to be able to develop online experiments to study digital customer
  • to be able to develop the marketing plan
  • to know the basic concepts of Sharing Economy
  • to know the basics of Customer co-creation
  • to know the key aspects of the external environment that are necessary for analysis in Marketing Plan
  • to know the logic of the STP model (Segmentation, Targeting, and Positioning)
  • to know the main concepts and terminology, used during the course
  • to know the main Digital Marketing tools
  • to know the main stages of a «Customer Journey Map»
  • to know the place of the product strategy within the Marketing Mix model
  • to know the role of AI in marketing strategy
  • to know the specifics of a marketing strategy in the Digital Age
  • to know the specifics of strategic and tactical goals
  • to know the structure of the Marketing Plan
  • to learn the basics of conducting online experiments
Course Contents

Course Contents

  • Introduction to the “Marketing in the Digital Age” course. The role and understanding of marketing
  • Strategic Marketing: Segmentation, Targeting, and Positioning (STP)
  • Customer Journey Mapping. Customer Experience Management.
  • Segmenting consumer and business markets
  • Developing Marketing Strategy and Marketing Plan. Marketing Mix
  • Digital marketing tools
  • Understanding digital customer – conducting online experiments
  • Customer co-creation as one of contemporary trends
  • Marketing Strategy and AI
  • Sharing Economy as a new digital business-model
  • Final presentation
Assessment Elements

Assessment Elements

  • non-blocking 5 class assignments
    Participation and contribution: To a large extent, learning in this class is related to your willingness to expose your insights and viewpoints to the critical judgment of your classmates. Thus, each one of you is expected to contribute to class discussions. This includes preparation for class by doing the assigned reading, thoroughly preparing any assigned problems, and presenting your opinions or summaries of material covered in class. The basis for class participation is quality, not quantity. If you do not actively participate, you will receive a very low participation grade even if you attend every class. We will assess participation and engagement during synchronous sessions using following points: - Consistently using video on your MS Teams - Offer ideas via MS Teams chat box - Voluntarily propose to share your screen with examples, analyses, or other content - Add links to the relevant online resources to the chat box - Use “raise hand” function to jump into conversation - Participate in polls and surveys - Be curious and raise clarifying questions - Consistently participate in class-related online conversations and activities
  • non-blocking Group project (Segmentation, Targeting, and Positioning)
    Group project is in the form of group final presentation (6-7 students in the group). Each group should choose a company / brand / product to take as an example, work out the Marketing Strategy for the chosen company , and make a presentation with the findings (20 min).
  • blocking Final exam
    Exam form: The exam is conducted as test using asynchronous proctoring. Asynchronous proctoring means that all the student's actions will be "observed" by the computer during the exam. The process of examination is recorded, analysed by artificial intelligence and a person (proctor). Please, be careful and follow the instructions carefully! Platform: The exam is conducted on the StartExam - an online platform for testing of various complexity levels. The link to pass the examination task will be available to the student in the RUZ system. Student should join the exam link 15 minutes before the start. The student's computer should meet the requirements: Web browser: Google Chrome official build version 72 or higher Operating system: Windows 7/8/10, macOS 10.12 "Sierra" or higher Computer and processor: 1.8 GHz or higher (32-bit or 64-bit) Memory: at least 4 GB RAM Webcam: Standard laptop camera or USB camera with 640x480 resolution, 15fps Microphone: built-in laptop or webcam microphone Speakers (speakers): optional Network (Internet): Wired broadband Internet access with a data transfer rate (uplink/downlink) of at least 5 Mbps Before starting the exam, student need to check the compatibility of your computer with the proctoring system on the page https://vshb_vshe.proctoring.online/api/check To participate in the exam, the student should: Prepare an ID (passport with name and photo) for identification before starting the examination task; Check the serviceability of the video camera and microphone, the speed of the Internet (for the best result, it is recommended to connect the computer to the network via a cable); Prepare the tools, which are appropriate to complete the examination tasks (pen, sheets of paper, calculator, etc.); Disable other applications in the task manager of the computer, except for the browser in which the StartExam platform will be logged in. During the exam, student is prohibited from: Turning off the video camera, microphone; Using lecture and seminar notes, textbooks, other educational materials; Leaving the place of the examination task (go beyond the viewing angle of the camera); Taking eyes off the computer screen, desktop; Using gadgets (smartphone, tablet, etc.); Involving other people to help with the exam, talk with them during exam; Reading tasks aloud. During the exam, student is allowed to: Use paper, pen for keeping records, calculations; Use a calculator for calculations. Communication Disruptions: A short-term communication failure during the exam is the loss of the student's network connection with the StartExam platform for no more than 5 minutes (for the entire duration of the exam). A short-term communication failure during the exam is considered to be the loss of the student's network connection with the StartExam platform for more than 5 minutes. A long-term communication failure during the exam is the basis for a decision to terminate the exam and give a mark of “unsatisfactory” (0 on a ten-point scale). In case of a long-term loss of connection with the StartExam platform during the exam, student should notify the teacher about this, record the fact of connection loss with the platform (screenshot, evidence from the Internet provider) and apply to the study office with an explanatory note about what happened to make a decision on retaking the exam.
Interim Assessment

Interim Assessment

  • 2021/2022 3rd module
    0.5 * Final exam + 0.25 * 5 class assignments + 0.25 * Group project (Segmentation, Targeting, and Positioning)
Bibliography

Bibliography

Recommended Core Bibliography

  • Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475

Recommended Additional Bibliography

  • Aric Rindfleisch, & Alan J. Malter. (2019). Marketing in a Digital World: Vol. First edition. Emerald Publishing Limited.
  • Barton, D., & Court, D. (2012). Making Advanced Analytics Work For You. Harvard Business Review, 90(10), 78–83.
  • Brandt, A. (2005). Cluster analysis for market segmentation /.
  • Chaffey, D. (2015). Digital Marketing (Vol. 0006). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419421
  • Davenport, T. H., Harris, J. G., Jones, G. L., Lemon, K. N., Norton, D., & McCallister, M. B. (2007). The Dark Side of Customer Analytics. Harvard Business Review, 85(5), 37–48.
  • Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5–27. https://doi.org/10.1177/0022242919861929
  • Heidenreich, S., Wittkowski, K., Handrich, M., & Falk, T. (2015). The dark side of customer co-creation: exploring the consequences of failed co-created services. Journal of the Academy of Marketing Science, 43(3), 279–296. https://doi.org/10.1007/s11747-014-0387-4
  • Kohavi, R., & Thomke, S. (2017). The Surprising Power of Online Experiments: Getting the Most out of A/B and Other Controlled Tests. Harvard Business Review, 95(5), 74–82.
  • Manrai, A. K. (2019). New Research on Designing Elements of an International Marketing Mix. https://doi.org/10.1080/08911762.2019.1620457
  • Moon, H., Han, S. H., Chun, J., & Hong, S. W. (2016). A Design Process for a Customer Journey Map: A Case Study on Mobile Services. Human Factors & Ergonomics in Manufacturing & Service Industries, 26(4), 501–514. https://doi.org/10.1002/hfm.20673
  • Ron Kohavi, Randal M. Henne, & Dan Sommerfield. (2007). Practical guide to controlled experiments on the web: Listen to your customers not to the HiPPO.
  • Sheil, B. (1987). Thinking about artificial intelligence. Harvard Business Review, 65(4), 91–97.
  • Weinstein, A. (2004). Handbook of Market Segmentation : Strategic Targeting for Business and Technology Firms, Third Edition: Vol. 3rd ed. Routledge.