Bachelor
2024/2025
Digital Business Strategies: The Marketing Perspective
Type:
Elective course (World Economy)
Area of studies:
Economics
Delivered by:
School of World Economy
When:
4 year, 3 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Arbaizar Victor
Language:
English
ECTS credits:
4
Course Syllabus
Abstract
Digital revolution has shaken (and shocked!) almost all sectors and changed completely the economic and social environment. Our behavioral consume habits will never be the same than before 2000´s. The changes are profound but, above all, very fast and the importance of understanding these changes and being prepared is increasing.This course aims to provide students with the basic tools to understand what new digital businesses consist of and what are the main strategies to develop them. And what better way to understand the difficulties and decisions that a digital business entails than to create it yourself from scratch. We will analyze and understand all the necessary concepts, theoretical and practical tools, including the extensive vocabulary that has been generated around the new digital businesses. Students will work in teams to create their own business project, with special attention to all aspects of the project related to marketing strategy:•What are digital media•Which digital channels can we use•How to create an effective digital marketing campaign•How to select the relevant KPIs•How to build the Marketing Funnel•The importance of the omnichannel strategy•How to design the customer journey•Implications of marketing in multinational companiesAnd we will illustrate these learnings with examples of digital campaigns and with business cases.The course will end with a pitch, trained in former seminars, where each team will have 10 minutes to explain the project as if the team would be asking for financing in the real life.Obviously, the generation of new businesses is not pursued itself, but the understanding "from within" of the main concepts related to digital business and the different strategies and trends that accompany them.The knowledge and skills acquired during the course will be useful to anyone considering international career in a multinational company or organization and to those who prepare themselves to work as consultants and country experts or start their own business abroad or domestically or just need an understanding of how new economy works.
Learning Objectives
- The purpose of the course is to give students theoretical knowledge and practical keys to: 1. Understand the digital disruption, its causes and consequences. 2. Identify differences between legacy and digital businesses and its drivers. 3. How to analyze a digital market. 4. Know digital strategies and how to apply them. 5. Complete review of the available marketing digital tools and strategies 6. Key concepts in digital product development. 7. Think on how to monetize a business. 8. Understand not only the advantages but also the risks in the digital business. 9. How to “guess” the value of a digital business (basic approach) 10. New trends in digital business. 11. Create your own digital business project, as a challenging way to absorb and apply all the above-mentioned concepts and ideas. This course is designed with a special stress on digital marketing strategies. We will review successful digital marketing campaigns and analyze the reasons for success and the potential application in international companies.
Expected Learning Outcomes
- As a result of this work, students will have the necessary skills for: 1. Understand the digital context of a business. 2. Analyze markets and select opportunities. 3. Choose best digital strategies, balancing advantages and risks. 4. Understand and analyze all available digital marketing tools and strategies 5. Develop and monetize digital projects. 6. Discuss what new trends would bring us.
Course Contents
- 1. Introduction to Digital Business
- 2. Digital Markets Analysis
- 3. Digital Marketing Strategies
- 4. Product development
- 5. Monetization
- 6. Risks in Digital Businesses
- 7. Digital Business Valuation
- 8. New trends
Interim Assessment
- 2024/2025 3rd module0.5 * Digital project + 0.1 * Lecture attendance + 0.3 * Seminar activities + 0.1 * Seminar attendance
