Digital Marketing Analytics

Uitgebreide vaknaam	Digital Marketing Analytics
Leerdoelen	1. Explain how the digital evolution has changed and is still changing the business world and what implications can be drawn for firms' marketing practices. 2. Distinguish the set of up-to-date digital marketing instruments and compose a customized digital marketing program for a given firm. 3. Determine the performance of digital marketing tactics by means of online (and offline) metrics. 4. Discuss the behavioral foundations for consumers' behaviors in online environments and the implications for business model formation. 5. Describe the current trends and the state-of-the-art of scientific research with regards to digital marketing. 6. Apply established theoretical concepts from scientific literature to the business world by analyzing real case examples. 7. Work effectively in groups to produce the assignments.
Omschrijving	In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of digital media. However, digital marketing is not merely adding digital channels to the media mix; it is about integrating digital into all facets of marketing. Major companies like Unilever and ING increasingly shift their marketing budgets from traditional to digital media which underlines the growing importance of digital marketing. Beyond this, a rise of new digital-only market players (i.e. Zalando and Amazon) can be observed. The aim of this course is therefore to show what new challenges and opportunities marketers face in the digital age and provide students with strategic and analytical skills to (1) understand the fundamental constructs and principles of consumer behavior in the digital age, (2) describe the implications of the digital revolution for business model formulation, (3) compose a customized digital marketing program for a given organization, and (4) track performance indicators for digital marketing activities like online advertising.
Uren per week	5
Onderwijsvorm	-computer practicum,  -hoorcollege
Toetsvorm	-groepsopdracht,  -schriftelijk tentamen (open vragen)
Vaksoort	bachelor
Coördinator	dr. E. de Haan
Docent(en)	dr. E. de Haan , I. Palko, MSc. , J.P. Peeperkorn, M.
Verplichte literatuur	Titel Auteur ISBN Prijs Academic articles Various authors
Entreevoorwaarden	All students in this course should have some prior knowledge about marketing and the related concepts (e.g. from the marketing course in the first year of their bachelor), as well as some basic knowledge in statistical analyses using software like SPSS, STATA or R (e.g. from Statistiek BDK and/or other statistical courses). A maximum of 6 exchange students are admitted.
Opmerkingen	For more information contact the coordinator: evert.de.haan@rug.nl
Opgenomen in	Opleiding Jaar Periode Type BSc Bedrijfskunde/Bdk  (minor Internship Business Research) 3 semester I b keuzegroep BSc Bedrijfskunde/Bdk  (minor B&M/TM) 3 semester I b keuze BSc International Business/IB  (minor International Business) 3 semester I b keuzegroep BSc International Business/IB  (minor International Business Internship) 3 semester I b keuzegroep Courses Exchange (BSc)  (Courses open to Exchange Students (BSc) limited access) 3 semester I b keuze Pre-MSc-programma’s FEB  (Pre-MSc Marketing) 1 semester I b verplicht