WHAT IS AN EXCHANGE STUDY PACKAGE?Exchange Study Packages are balanced, coherent, well-structured, and self-contained sets of courses at a final Bachelor year academic level. Choosing one of these packages means you do not have to worry about selecting the right courses or managing your calendar to fit all of your classes. Simply apply for a package that suits your academic background and interest to be ensured of a well-balanced exchange programme, often consisting of 30 EC. These packages are generally accessible to students who have successfully completed the first two years of their Bachelor programme.

EXCHANGE STUDY PACKAGE

EXCHANGE STUDY PACKAGE

WWW.UTWENTE.NL/GO/EXCHANGE

Exchange Study Packages flyer Expressionmanager.indd 1 30/11/16 13:46

DIGITAL MARKETING FOR NETWORKEDBUSINESSES

The marketing profession is subject to more and more new forces and

developments. The most important of these forces over the past twenty years

have been the explosive growth of the internet as a commercial platform and

the development of information and communication technologies. The wide

spread adoption of the internet and new digital technologies by organizations,

governments and the public has resulted in the increasing digitalization of

people’s lives and in the development of vast social and business digital

networks.

Learning Goals•Introduce you to marketing in thesekinds of technology-mediated environments; •Provideyou with a thorough foundation for setting up,executing and controlling marketing activities innetworked marketplaces; •Identify areas of businessfocus. Such processes require advanced skills andknowledge of e-commerce and social media strategies

and the basic understanding of the technology context.

ContentThis course is focused on Digital Marketing in aNetworked Business context. The public adoption anduse of the Internet as commercial, social, informationaland educational platform is an undeniable fact: Morethan 2 billion users worldwide have already access tothe web using various technologies and applications forcommercial and personal purposes. On the other handa substantial portion of business and people activity ismigrating from traditional to online platforms. Suchactivities are not limited to marketing-related ones butalso to entrepreneurship, HRM, knowledge manage­ment, collaboration, education, financial transactionsand activities related to governance and publicadministration. The emergence of the secondgeneration of Internet applications (known asInteractive Web, Web 2.0 or Social Media) combinedwith fast expanding mobile technologies and socialnetworking are shifting the focus of the marketing frommass production, mass communication and mass

MORE INFORMATION TUITION FEES

Exchange Study Packages flyer Expressionmanager.indd 2 30/11/16 13:46

www.utwente.nl/en/education/exchange-students/departmental-exchange-coordinators/

MORE INFORMATION TUITION FEES

Exchange Study Packages flyer Expressionmanager.indd 2 30/11/16 13:46

distribution to the one-to-one approaches, transparency,mass customization and customer engagement. Suchtechnologies have also contributed to a substantialmarket power migration from the producers to thecustomers. This developments have resulted in newforms of marketing strategies and approaches:Collaborative Marketing (Kotler et al, 2010), Co-creation,Content Marketing, Viral Marketing, BehavioralTargeting, Mobile Marketing. These new forms of mar­keting activity in combination with an ever developingtechnological domain (RFID, Big Data, Apps, wearabletechnologies, Cloud Computing, Semantic Web, Inter­net of Things etc.) present marketers and strategistswith serious new challenges. Next to this the businessorganization of today becomes increasingly networked:not only businesses are operating in business networkswith suppliers, retailers or intermediaries and oftencompetitors but also they operate in networks withbusiness clients, the final consumer and other stakehol­ders. This way the classic distinction of B2B or B2Cmarkets begins to fade; the Networked Business thatemerges operates on networks where the parties co-create and re-shape the organization and its productportfolio, and its related business models. The emergingorganization, often described as the Networked Busi­ness or Networked Enterprise, is “A new class ofcompany …that uses collaborative Web 2.0technologies to connect its employees and to forgeclose networks with customers, business partners andsuppliers.” (McKinsey Quarterly, 2011)Managing theNetworked Business requires new approaches, newknowledge and new managerial capabilities. Next tothat, organizational adaptability and agility are becomingcritical parameters of market success. New Digital Mar­keting strategies are one of the most crucial successfactors of Networked Businesses. The module willintroduce the students to the Digital Marketing, willprovide them the basic knowledge on setting up themarketing activities of a networked business contextand identify areas where businesses must focus in orderto become successful networked enterprises.Advanced skills and knowledge of E-Commerce, Social

Media strategies and Analytics are the basic underpinsof such processes. Course Code201400068 SemesterSpring - block 3

The public adoption anduse of the Internet ascommercial, social,informational and

educational platform isan undeniable fact.

To be paid at home institution.

ADMISSION CRITERIABasics of Marketing Management: student must befamiliar with the basic concepts of Marketing Ma­nagement.

STUDY LOAD15 EC

STARTSpring Semester

For more information about this Exchange StudyPackage, contact the Departmental ExchangeCoordinator of the Faculty of Behavioural,Management and Social Sciences.utwente.nl/go/exchange-coordinators