Master 2024/2025

Digital Marketing Strategy management and adaptation to the needs of the market

Type: Elective course (Master of International Business)

Area of studies: Management

Delivered by: School of Innovation and Entrepreneurship

Where: School of Innovation and Entrepreneurship

When: 2 year, 1 module

Mode of studies: offline

Open to: students of one campus

Master’s programme: International Business

Language: English

ECTS credits: 6

Course Syllabus

Abstract

Pre-requisites:•World Economy•Foundations of Managerial Economics•International Marketing•Digital basicsFundamental knowledges of core disciplines mentioned above are highly recommended as they form the basis essential to make a deep dive in different more narrow and specialized areas including digital marketing strategy.According to Forbes most executives say their organizations are behind the curve when it comes to digital. A majority, 55%, estimate they have a year or less to make digital inroads before suffering financially and competitively, and 59% are worried it's already too late. And according to Harvard Business Review, 70% of all digital transformation initiatives do not reach their goals.Still for big international companies especially from traditionally non-digital areas like McDonalds, P&G and Toyota, digital is driving new sources of competitive advantage, growth, and value creation. And smart digital strategy, like common business strategy, is about making wise investment choices to maximize competitive advantage, growth, profit, and value—and then implementing with discipline. Most businesses know that having a digital marketing strategy is an ideal way to reach their target audience, but though it can be complex and time-consuming especially if it comes to adaptation to home and host markets requirements.This course is an extension of Digital marketing basics course and pursues the goal to give even deeper dive in all digital aspects and their management in the framework of strong digital marketing strategy.