2025/2026
Маркетинг в цифровой экономике
Статус:
Маго-лего
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
3, 4 модуль
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
6
Контактные часы:
48
Course Syllabus
Abstract
The course “Marketing in the Digital Age” is a compulsory course for the students at the master level degree programs offered by the Higher School of Economics (5 ETCS, 40 hours of lectures and 150 hours of guided independent self-study). The overall objective of the “Marketing in the Digital Age” course is to provide students with the basic understanding of the main concepts and contemporary marketing theories and to show the students the main marketing tools, used in the digital age. The course has strategic approach to marketing, which means that marketing is not only understood within the framework of traditional 4P model, but also in terms of relationship marketing, CRM, and value co-creation. Course includes the major topics of classical marketing, such as strategic marketing, relationship marketing, consumer behavior, and marketing communications including digital marketing tools, and marketing management as well as specific digital topics, such as Customer Journey Mapping (CJM), value co-creation, and sharing economy as a new digital business model. The course includes several case studies dealing with marketing decision making in the contemporary digital world. Teaching methods include lectures, guest lecture, individual and group projects, case studies, and class assignments.
Learning Objectives
- The overall objective of the course is to provide students with understanding of the key contemporary marketing concepts, theories, and tools in order to apply them to real-world scenarios in the age of digital transformation
Expected Learning Outcomes
- to be able to apply STP model
- to be able to build the model «Customer Journey Map»
- to be able to choose appropriate Digital Marketing tools
- to be able to define a segment profile
- to be able to describe the consumer's portrait
- to be able to develop a Customer Journey Map
- to be able to develop online experiments to study digital customer
- to be able to develop the marketing plan
- to know the basic concepts of Sharing Economy
- to know the basics of Customer co-creation
- to know the key aspects of the external environment that are necessary for analysis in Marketing Plan
- to know the logic of the STP model (Segmentation, Targeting, and Positioning)
- to know the main concepts and terminology, used during the course
- to know the main Digital Marketing tools
- to know the main stages of a «Customer Journey Map»
- to know the place of the product strategy within the Marketing Mix model
- to know the role of AI in marketing strategy
- to know the specifics of a marketing strategy in the Digital Age
- to know the specifics of strategic and tactical goals
- to know the structure of the Marketing Plan
- to learn the basics of conducting online experiments
- Use lift and gains metrics to target profitable customers
- Measuring Customer Lifetime Value and applying it for lifecycle management
Course Contents
- Introduction to the “Marketing in the Digital Age” course. The role and understanding of marketing
- Strategic Marketing: Segmentation, Targeting, and Positioning (STP)
- Customer Journey Mapping. Customer Experience Management.
- Segmenting consumer and business markets
- Developing Marketing Strategy and Marketing Plan. Marketing Mix
- Digital marketing tools
- Understanding digital customer – conducting online experiments
- Customer co-creation as one of contemporary trends
- Marketing Strategy and AI
- Sharing Economy and Lifetime Models
- Final presentation
Assessment Elements
- Case studyCase study
- Group projectGroup project is in the form of group final presentation (5-6 students in the group). Each group should choose a company / brand / product to take as an example, work out the Marketing Strategy for the chosen company , and make a presentation with the findings (12-15 min for presentation plus 5-6 min for the questions).
- 7 class assignmentsA total of seven class assignments are to be conducted during Modules 3 and 4. These assignments may take place either during lecture-seminar sessions or be assigned as homework. In total, the seven class assignments account for 15% of the final course grade.
- Final examFinal exam in the form of written test includes essay type questions and consists of a selection of questions based on all course issues and materials: relevant textbook chapters, lecture and seminar material, and cases discussed etc
- AttendanceAttendance of lectures and seminars of the course
Interim Assessment
- 2025/2026 4th module0.5 * Final exam + 0.15 * 7 class assignments + 0.05 * Case study + 0.2 * Group project + 0.1 * Attendance
Bibliography
Recommended Core Bibliography
- Marketing 6.0 : the future is immersive, Kotler, P., 2024
Recommended Additional Bibliography
- Chaffey, D. (2015). Digital Marketing (Vol. 0006). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419421
- Chen, Y., & Wang, L. (Tarry). (2019). Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges. Journal of Marketing, 83(5), 28–31. https://doi.org/10.1177/0022242919868470
- Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
- Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5–27. https://doi.org/10.1177/0022242919861929
- Handbook of Business-to-Business Marketing
- Heidenreich, S., Wittkowski, K., Handrich, M., & Falk, T. (2015). The dark side of customer co-creation: exploring the consequences of failed co-created services. Journal of the Academy of Marketing Science, 43(3), 279–296. https://doi.org/10.1007/s11747-014-0387-4
- Jack J. Phillips, Frank Q. Fu, Patricia Pulliam Phillips, & Hong Yi. (2021). ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing. McGraw-Hill Education.
- Kohavi, R., & Thomke, S. (2017). The Surprising Power of Online Experiments: Getting the Most out of A/B and Other Controlled Tests. Harvard Business Review, 95(5), 74–82.
- Uwe G. Seebacher (2021) B2B Marketing : A Guidebook for the Classroom to the Boardroom 9783030542917,9783030542924
- Zeithaml, V. A., Verleye, K., Hatak, I., Koller, M., & Zauner, A. (2020). Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues. Journal of Service Research, 23(4), 409–432. https://doi.org/10.1177/1094670520948134