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Digital Challenges in Marketing and Big Data (B)


Silchenko K.

Course director


Course objectives
Fast-paced advances in digital technologies – ranging from web 2.0, social media, big data to artificial intelligence and the internet of things etc. – have brought about profound transformation in how we communicate with others, how we learn about or introduce new fashions, how we process and filter information, and how we work and do business. They have indeed transformed all areas of social life, drastically remodeling consumption and marketing practices.
The objective of this Course is twofold. On the one hand, it seeks to equip students with up-to-date digital marketing core knowledge, its specific tools, and analytics-informed strategies employed across the various touchpoints of the digital marketing mix (such as, social media, e-commerce, web-site, SEO, SEM and display ads, e-mail). On the other, considering the speed of change in the field, the course will primarily address the essential principles of the consumer-centric digital marketing strategies and their underlying logics, which could be challenging or even highly problematic under certain circumstances. Such circumstances will be scrutinized throughout the course via presentation of real-life case studies and in-class discussions, thus bringing students’ attention to the need to address digital challenges in marketing in an informed and responsible manner.
By bringing both operative and critical-thinking perspectives on digital challenges, the Course is structured around three macro-modules: (1) an introduction of the digital shift in marketing, read through the perspective of the technological and societal transformation; (2) a practice-focused overview of the main tools of web and digital marketing;  and, (3) a critically-oriented discussion that weighs utilities of certain marketing practices shaped by the digital trends against their (potential) business and social consequences. 

Course description
Fall 2020 course will take place as 50% e-learning and 50% on-campus in-person classes.
On-campus classes will cover:

  • The role of digital technologies in marketing
  • Trends in digital technology, businesses, and marketing (the big data, AI, automation & tracking, web and social media ecc.)
  • Digital consumers between “always on” and “social distancing” modes of interaction.
  • Digitally-enhanced marketing practices (micro-targeting, moment marketing, influencer marketing ecc.) and their broader consequences

E-learning component, on the other hand, will be dedicated to value creation across the digital marketing mix:

  • Digital marketing via owned media: Web site; SEO; E-commerce; E-mail marketing.
  • Digital marketing via paid media: SEM, Display ads, Remarketing.
  • Digital marketing via earned media: Social media marketing.
  • (Integrated) digital marketing strategy.
  • Digital marketing metrics.

Learning methods

50% e-learning and 50% in-person classes (requiring active participation in class discussions)

Attendance and active participation in in-person classes is highly recommended.

Examination information

  • 30% group work during the fall semester (finalized as a video-recorded group presentation)
  • 70% final written exam

Required material
Selected texts and sources for further reading will be shared via iCorsi.