Digital Marketing and E-commerce

The course addresses digital marketing and e-commerce. These are central areas in today's marketing, as an increasing amount of companies' marketing is done digitally, and a large part of companies' sales are done digitally. The course takes a broad perspective on digital marketing, which is defined here as "an adaptive, technology-enabled process through which companies interact with customers and partners to co-create, communicate, deliver and sustain value for all stakeholders". This type of marketing is executed on the internet, social media, search engines, mobile devices and other channels, and requires new ways of marketing to consumers and understanding the impact of their behavior.

Nowadays, customers and businesses are connected through digital channels and networks. New marketplaces evolve, and a challenge for companies is to create positive customer experiences in digital environments, and, particularly, in hybrid environments where the digital meets the physical. At the same time, companies must relate to new technologies that are developing at a rapid pace, creating new challenges and opportunities. Also, incorporating sustainable aspects into digital marketing is becoming increasingly crucial as consumers and businesses are more aware of environmental and social impacts.

Digital marketing strategies need to consider how they can promote sustainable practices, reduce digital carbon footprints, and engage in ethical advertising that aligns with global sustainability goals. This approach not only meets the growing demand for responsible business practices but also helps in building long-term customer relationships based on shared values of sustainability and social responsibility. How do these developments affect companies' branding, marketing and sales processes? What are the strategic, societal, sustainable, and ethical implications of these developments?

The course aims to develop analytical and strategic skills to deal with these developments, challenges, and issues. Some of the topics covered in the course are: digital marketing strategies and channels, social media and influencer marketing, e-commerce strategies, data collection and analysis for digital marketing and e-commerce decisions, an overview of new technologies and their impact on marketing, ethical and sustainable aspects of digital marketing.