Master of Business Administration

MCO 607 : Digital Strategies

Course Description

The Internet has revolutionized communication and marketing practices, connecting potential
customers to businesses in a way that would never have been possible before. Today, with online
audiences spending more time using price comparison sites, search engines and social media, this
course tackles how marketers can find new and engaging ways of getting their message across.
This course provides comprehensive, practical guidance on how companies and organizations can get
the most out of the Web to meet their goals. The course links marketing theory with case studies on
cutting edge companies such as Amazon, Facebook and Apple to help students understand digital
marketing in the real world. It also looks at localization issues related to branding, language and
intercultural communication.


Students will learn best practice in applying digital media channels such as an institutional web site,
social media and email campaigns. It helps students distinguish affiliate marketing, online PR and search
engine marketing.

 


Course Objectives

The objectives of the course are to provide a systematic view of the changes that the Internet has
brought to the fields of communication and marketing and to help students understand the online world
on the edge between technology and commerce.


Learning Goals

  • Students will learn to use specific tools of Internet communications:
  • Set up of online presence
  • Online traffic building
  • Online advertising
  • Social Media management
  • Search engine marketing
  • Email marketing
  • Affiliation programs, etc.

 

Bibliography

Textbook

Marcus Oesterberg, Web Strategy for Everyone. Ed. Intranätverk, 2016.


Additional Recommended Readings

Dave Chaffey, Fiona Ellis‐Chadwick, Kevin Johnston, Richard Mayer. Internet Marketing: Strategy,
Implementation and Practice, 4/E, Pearson, 2009, ISBN: 9780273717409

 

Grading System

Grade Percentage Quality Credit Points
A 93 ‐ 100 Outstanding 4
A- 90 ‐ 92   3.75
B+ 87 ‐ 89   3.5
B 83 ‐ 86 Good 3
B- 80 ‐ 82   2.75
C+ 77 ‐ 79 Satisfactory 2.5
C 70 ‐ 76   2
F 0 ‐ 69 Failure 0

 

Course Outline

Session 1
Description Introduction to the World Wide Web and its history
To read Read PowerPoint presentation
To prepare Questions to professor
Session 2
Description Internet macro‐environment
Internet strategy
To read Read PowerPoint presentation
To prepare Questions to professor
Session 3
Description The Internet and the marketing mix
Relationship marketing using the Internet. Delivering the online customer experience.
Campaign planning for digital media. Marketing communications using digital media
channels
To read Read PowerPoint presentation
To prepare Questions to professor
Session 4
Description Web Design and Branding
To read Read PowerPoint presentation
To prepare Questions to professor
Session 5
Description Mid‐Term Exam
To read none
To prepare Exam
Session 6
Description Mastering the message and intercultural online communication
To read Read PowerPoint presentation
To prepare Questions to professor
Session 7
Description Key issues when working with the Web
Introduction to cyber security and online privacy
To read Read PowerPoint presentation
To prepare Questions to professor
Session 8
Description Evaluation and improvement of digital channel performance.
Business‐to‐consumer Internet marketing
To read Read PowerPoint presentation
To prepare Questions to professor
Session 9
Description Conclusion and Final Project. Business‐to‐Business Internet Marketing
To read Read PowerPoint presentation
To prepare Questions to professor
Session 10
Description Final Exam
To read none
To prepare Review of course materials

 

Assessment

Discussion Questions / Participation
Percent of the final grade: 20%
Writing Assignments
Percent of the final grade: 20%
Midterm Exam
Percent of the final grade: 30%
Final Exam
Percent of the final grade: 30%


Academic integrity

Students are required to read UBIS Rules and Regulations on plagiarism and to acknowledge the
multiple forms that plagiarism takes along with the sanctions that can go as far as school exclusion.
Every infraction will be reported to the disciplinary board which will analyse the situation and
circumstances, and decide on the sanction to apply.


Academic dishonesty may take the forms of: 1. Plagiarism, i.e. copying the ideas or work of another
person without citing the source. This includes books, extracts of articles, tables, diagrams and material
from internet or other electronic sources. 2. Submission of work more than once, including work
submitted at a prior institution, unless prior approval has been obtained. 3. Cheating on an examination.
4. Submission of work that is not your own without citation. 5. Adding your name to work to which you
have not contributed or allowing another student to do the same. 6. Unauthorized or inappropriate use
of computers, calculators and other forms of technology in coursework, assignments or examinations.
All these can lead to disciplinary sanction.


Please refer to your student handbook for full details.