Course Description

Digitization has dynamically entered contemporary media landscape and the line between online and offline is becoming less distinct, for both consumers and businesses. Consumers are increasingly sophisticated and highly connected, and they seek products and information personalized, relevant and convenient across all traditional and digital channels. The present course aims to outline the essentials of marketing theory and offers a structured approach to identifying, understanding and solving marketing problems. It describes how consumer behavior has been developed in the digital era, discusses consumer buying incentives and analyzes segmentation, targeting and positioning strategies. Moreover, the course examines marketing research methods and customer relationship management strategies and discusses how Internet has transformed the interaction between customers and organizations. Branding strategies as well as the key elements of marketing mix strategy are described. Finally, the course explains how to evaluate and measure digital success, developing an understanding of the KPIs and metrics, while digital tools and tactics are explored, focusing on how they align and contribute to the overall business strategy.

Course Objectives

The main objectives of the course are to:

• Describe marketing operations by examining issues such as product policies, pricing, marketing communications, distribution channels and marketing research
• Familiarize students with the components of a strategic marketing plan
• Familiarize students with processes involved in formulating, implementing and controlling a strategic marketing program
• Examine current trends and challenges in strategic marketing and how organizations adapt to them
• Discuss the importance of marketing research and explain its contribution to analyse markets, customers and stakeholders
• Explore how marketing interacts with other levels of strategy and with other functional departments within an organization
• Analyze marketing issues in media industries
• Explain how new technologies and digitization have changed the way we market
• Discuss the use of digital marketing frameworks and theories in developing digital strategies

Learning Outcomes

After completion of the course students are expected to be able to:

1. Summarize the key characteristics and major dimensions of complex marketing environment
2. Indicate and utilize strategic opportunities through internal and external analysis
3. Inquire and interpret consumer behaviour towards strategic marketing planning and decision-making
4. Utilize strategic planning tools and apply strategic models
5. Develop and critically appraise integrated marketing strategies in a wide range of industries and organizations
6. Demonstrate the key theoretical marketing concepts to develop a strategic marketing plan with appropriate and measurable strategic marketing goals
7. Evaluate and appraise strategic marketing decisions and success in relation to business goals

Class/Learning activities

• Faculty Lectures and Guest-Lectures Seminars
• Directed and Background Reading
• Academic Paper Discussion
• Case Study Analysis
• Individual Project
• Student-led Presentations

Workload

Assessment

Reading

Required Reading

• Classnotes
• Chernev, A.& Kotler, P. (2018) Strategic Marketing Management, 9th ed., Cerebellum Press.
• Chafey, D. (2016) Digital Marketing, 7th ed., Pearson.

Recommended Reading

• Cravens, D. W. (2012) Strategic Marketing, McGraw-Hill Education.
• Kingsnorth, S. (2016) Digital Marketing Strategy: An Integrated Approach to Online Marketing, Kogan Page.

Academic Journals

• European Journal of Marketing
• Journal of Strategic Marketing
• Journal of Digital & Social Media Marketing
• Journal of Digital Marketing
• International Journal of Internet Marketing and Advertising
• Journal of Business Market Management
• Journal of Business Research