Digital marketing: new approaches - new skills

Businesses operate today in complex online and global environments shaped by continuous change. Marketers are no  longer in control of the media and the message and customers become increasingly smarter and empowered: the customer today is tech-savvy, sophisticated, well informed and increasingly involved in the innovation process and business processes (co-creation). On the other hand vast volumes of data from customer interactions, communications, content creation, transactions and online social activity present marketers with new opportunities and challenges.

In order to deal with the challenges of the transforming digital marketplace new knowledge, approaches and new skills are needed for today’s and future marketers: Marketers today must be able to understand and adapt swiftly to the changing and technology-enabled marketing environment, identify opportunities in a highly competitive global marketplace and be creative in the way they approach and communicate effectively with their customers. 

This specialization line is part of the Master Specialization Strategic Marketing & Digital Business. It brings the students in touch with the concepts, technologies, skills and knowledge necessary for becoming the successful marketers in a changing marketplace.  The specialization pays also attention to the ethical and legal aspects of the digital marketing tools and methods. 

Digitally transforming marketplaces

The advent of the commercial Internet 25 years ago marked the beginning of significant changes in the Marketing practice and management. The Marketing practice, traditionally based on human creativity, is undergoing today a transformational change. Technology and Digital Transformation are the current disruptive business factors providing new opportunities to marketers but also to customers. Technology is ubiquitous and available to both businesses and their consumers at low or no cost, ending an era of the absolute market and communication domination by businesses and marketers. 

The marketing transformation begun with the commercialization of the Internet technologies at the beginning of the 90s. The “second generation” of the Internet at the beginning of the 21stcentury, also known as Web 2.0, social Media or “interactive” Internet, provided customers with new, unlimited and ubiquitous connectivity and empowerment through social networking. The Web 2.0 gave consumers access to new forms of information, new forms of interactions and transactions, global reach and, importantly, allowed for the first in history the large scale peer-to-peer and many-to-many communication. 

The digital marketing challenge

Businesses and public organizations  are constantly in search of new Marketing strategies that are flexible and adjusted to a constantly changing globalized and customer-controlled marketplace. Developing an impeccable and customer friendly online presence is the basis of online marketing. Usability of the web site is important factor of success and new technologies provide an array of techniques to test and improve the usability. Next to this marketers can engage various strategies for communicating with their markets making use of advanced tools based on customer profiling and targeted communication. Marketers must also be able to process and effectively obtain information hidden in vast quantities of customer and market data and translate this data to customer-focused products, services and communication. 

Technological and market transformation present marketers with new challenges and new marketing activities, concepts and tools: Social Media, Mobile marketing, Internet of Things, Content Marketing, Analytics, Big Data, 3D printing, cloud computing, Artificial Intelligence, Consumer Neuroscience. Marketers must understand how these concepts, technologies or tools can apply in the daily marketing practice and used in a successful way.  

Examples of questions addressed in this track line are:

  • What are the established and emerging technologies embedded or likely to be adopted in the future in the marketing practice?
  • What are alternative digital strategies for becoming a successful commercial or non-profit marketer today?
  • How marketers can effectively collect and analyze market data for extracting useful information?
  • What are the methods to test and improve the usability of a web site?
  • How marketers can engage customers in co-creation?
  • How do companies can use their Facebook, Twitter, or other social media channels as effective marketing tools?
  • How Artificial Intelligence can be used as a management tool in the Marketing practice?
  • What communication techniques allow companies to better understand and reach their intended audiences? 
  • What is the value of technologies like Consumer Neuroscience (Neuromarketing), Internet of Things (IoT), Robotics, Smart Devices, 3D Printing and Cloud Computing for the marketing practice? 
  • What are the main ethical and legal issues related the use of customer private or public data? 

Programme structure

The track line programme can be offered in two variants starting in September or February.

February intake

Semester 2

Semester 1

Block 2A

Block 2B

Block 1A

Block 1B

Bus. Val. & Corp. Governance

(5EC)

Master Class BA

(5EC)

Entrepr. Leadership & Respons. Organiz. Des.

(5EC)

 

Master Thesis BA Part 2

(15EC)

Advanced Topics in Digital Marketing

(5EC)

Specialization/Elective course

(5EC)

Master Thesis BA Part 1

(10EC)

Specialization/Elective course

(5EC)

Specialization/Elective course

(5EC)

 September intake

Semester 1

Semester 2

Block 1A

Block 1B

Block 2A

Block 2B

Entrepr. Leadership & Respons. Organiz. Des.

(5EC)

Master Class BA

(5EC) 

Advanced Topics in Digital Marketing

(5EC)

 

Master Thesis BA Part 2

(15EC)

Specialization/Elective course

(5EC)

Bus. Val. & Corp. Governance

(5EC)

Master Thesis BA Part 1

(10EC)

Specialization/Elective course

(5EC)

Specialization/Elective course

(5EC)

 The program is a modular one year programme, structured around two types of courses: Core courses (obligatory) and electives / specialization courses: 

 CORE COURSES

  • Entrepreneurial Leadership & Responsible Organizational Design – ELROD (5EC),
  • Business Valuation and Corporate Governance (5EC),
  • Master Class BA (5EC),
  • Advanced Topics in Digital Marketing (5EC)

ELECTIVES / SPECIALIZATION COURSES

  • Networked Business  Communications
  • Advanced Big Data Analytics
  • Innovative Digital Public Services
  • Advertising and Consumer Psychology
  • E-Strategizing
  • Smart Industry

Coordinator: Dr. Efthymios Constantinides

For more information: Study Information Centre

A University of Twente related Master: Digital Marketing & Communication offered by the Communication Studies programme.

Note: The range of specialization courses and the block in which the courses are offered may vary from one academic year to the next. No rights may be derived from the information.

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