MARKETING AND DIGITALIZATION STRATEGY (2 SCU)

Learning Outcomes:

Upon successful completion of this course students are expected to be able to prioritize the opportunities and issues as result of the change of consumer or customer behavior in the digital context, design the digital related solution for strengthening brand positioning using relevant information and multidisciplinary research and present the argumentation to obtain approval on the proposed plan.

Topics:

Digital disruption has changed the way consumers/customers and marketing managers making decision. This course aims to help students to comprehend the changes and its implications by comparing the traditional and digital marketing strategy and business models, understanding how consumers and business make decision and develops value proposition that best matches consumers’ needs (current and future) and serves both consumers (who may use those services for free) and customers (who are willing to pay for a related value proposition). The students will learn to craft the core strategy (segment, target, position and brand the offering) and tactical strategy that are fundamentally different from traditional products or services.