Digital Marketing
Alternative marketing channels and future technology
- Class 30
- Practice 30
- Independent work 120
Course title
Alternative marketing channels and future technology
Lecture type
Elective
Course code
20-04-011
Semester
3
ECTS
6
Lecturers and associates
Course objectives
The aim is to familiarize students with latest knowledge of marketing that touches different disciplines, especially psychology and neuroscience and then to apply that knowledge in marketing. Furthermore, the aim is to familiarize students with the specific differences of new generations and with the intensity, volume and content of social, economic and political changes. Also, students will learn how to apply this knowledge on well known and accepted patterns of marketing through alternative approaches, having in mind the content and the shape of customer journey, from the need itself to the fulfilling the wishes through given product and brand.
Content
Introduction to neuromarketing and applying. The psychology of deciding. The psychology of influence. Neurochemical functioning of a human. Predictive models. Generation Z, iGen, how they function. Millennials and their introduction to the commercial world. Economic, social, and political changes in the world. Globalization. Customer Journey, applying new knowledge and alternative approaches. Strategic alternative approaches to product and brand. Designing an alternative marketing approach at the campaign level for the brand.
Required reading
1. Simon Sinek: Start with Why: How Great Leaders Inspire Everyone to Take Action, Penguin Books, 2011.
2. Generation Me - Revised and Updated: Why Today's Young Americans Are More Confident, Assertive, Entitled--and More Miserable Than Ever Before
3. iGen: Why Today's Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy--and Completely Unprepared for Adulthood--and What That Means for the Rest of Us
Additional reading
1. Ryan Holiday: Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising, Profile Books LTD, 2014.
2. Michio Kaku: Physics of the Future: How Science Will Shape Human Destiny and Our Daily Lives by the Year 2100, Doubleday, 2011
- Study program duration
- 4 semesters (2 years)
- Semester duration
- 15 weeks of active teaching + 5 examination weeks
- Total number of ECTS points
- 120
- Title acquired
- P.M.Dig.Mark. (Professional Master of Digital Marketing)
Minimal learning outcomes
- Integrate the methods applicable to marketing, based on interdisciplinary findings in neuroscience, anthropology and psychology.
- Integrate the elements of communication performance within defined marketing approaches, applying neuromarketing knowledge.
- Integrate the characteristics of new generations to a usable whole, as a base to design marketing communication.
- Formulate leading messages in a campaign for a brand having in mind alternative marketing approaches in combination with traditional marketing.
Preferred learning outcomes
- Recommend procedures, approaches and tools necessary to achieve marketing goals, based on interdisciplinary findings in neuroscience, anthropology and psychology.
- Recommend a marketing communication by applying neuromarketing knowledge.
- Recommend a marketing communication based on new generations findings.
- Recommend a marketing campaign for a brand having in mind alternative marketing approaches in combination with traditional marketing.
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