Digital Challenges in Marketing and Big Data

Objectives

We are about 7.5 billion people on our planet. About half of us are online, using the Internet and its new communication environments. The Internet has become mainstream, mobile, social, ubiquitous, data-driven and a platform for  smart services. Companies use digital to improve their ability to offer value to customers and to increase both the development of new strategic resources and the efficiency in their operations.

Digital has become central for marketing, because it has changed the logics and forms of market interactions and relationships. It has also changed the role of marketing in business making.  Digital marketing should not be considered a separated niche-type form of marketing. Today we use both analogic and digital instruments for marketing, but we use only one new logic, which is customer-centric, developed under the stimulus of digital transformations.  This is why this course does not address the specific instruments of digital marketing (which are covered, each one for its own specialization, in all marketing courses) but have the objective of presenting and discussing what we call digital challenges.

 “Digital challenges in marketing” refers to two areas that require special attention in times of digital transformation:

1. The need to understand the constant innovation and the new trends that characterize digital technologies today, applied to marketing;
2. The need to deal with the problematic aspects of digital technology adoption in marketing practices, that often are obscured by simplistic description ofthe technology potential for marketing transformation (management of privacy issues; big vs small data in market research; impact of marketing automation and personalization on the role of brand and customer value; …).

We will address these issues using lectures, examples for real life, and relevant cases

Content

Session 1 Trends in digital technologies

Session 2 Trends in digital technologies (2)

Session 3 Big data applied to marketing

Session 4 AI and marketing automation

Session 5 AI strategy

Session 6 Small vs  big data and predictive analytics in market learning

Session 7 Hypertargeting and dynamic personalization in the customer experience

Session 8 The value of smart products and robotic services

Session 9 Issues in content automation and programmatic advertising

Session 10 Integrating customer experiences in the omnichannel and mixed-reality world

Session 11 The issue of privacy

Session 12 The changing role of marketing in digital transformation

Session 13 Project presentations

Session 14 Project presentations

Evaluation

Individual exam 70%

Group work 30%

Readings and other resources

Provided by the teacher