JSBJ2240 Digital Marketing and Social Media (NFF) (6 cr)
The course gives an overview of academic research on digital
marketing, outlines the main theories and frameworks used in the field,
and suggests areas for contribution in this rapidly evolving area of
marketing and information systems research. After completing the
course, the student is able to a) define research areas in digital
marketing, b) plan and implement robust academic research in digital
marketing making a significant contribution to existing literature, and
c) develop digital marketing strategies for organizations.
Course consists of 1) pre-reading package that will be sent to the admitted students well advance of the course, 2) online live-lectures including several discussion sessions, and 3) written assignment (draft conference/journal paper 2,000-4,000 words). Students are required to read the articles in the pre-reading package and list up to five issues from each article they felt especially interesting from the perspective of digital marketing and IS theory testing and/or development. The written assignment can either be a literature review type of paper or contain also empirical data from students own doctoral research.
Scientific article package (pre-readings) Book: Chaffey, D., & Smith, P.R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5th Ed.), Routledge.