Магистратура 2023/2024

Маркетинг в цифровой экономике

Статус: Курс обязательный (Международный менеджмент / Master in International Management)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 1-й курс, 3, 4 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Красников Александр Владимирович, Ребязина Вера Александровна

Прогр. обучения: Международный менеджмент

Язык: английский

Кредиты: 6

Контактные часы: 48

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

• 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

• 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

• 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

• Final exam
  Final exam in the form of written test includes essay type questions and consists of a selection of questions based on all course issues and materials: relevant textbook chapters, lecture and seminar material, and cases discussed etc
• 6 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 our classes using following points: - Offer ideas on course topics - Voluntarily propose to provide examples, analyses, or other content - Add links to the relevant online resources - Raise hands to jump into conversation - Participate in polls and surveys - Be curious and raise clarifying questions - Consistently participate in class-related online conversations and activities Class asignments cannot be retaken as the weight of each one of them is 5% of the final grade.
• Group project
  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).

Interim Assessment

• 2023/2024 4th module
  0.3 * 6 class assignments + 0.5 * Final exam + 0.2 * Group project

Bibliography

Recommended Core Bibliography

• Hermawan Kartajaya, Philip Kotler, & Den Huan Hooi. (2019). Marketing 4.0: Moving From Traditional To Digital. World Scientific Book Chapters, 99. https://doi.org/10.1142/9789813275478_0004
• 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.