MARK-E1047 - Digital Marketing: Technological Innovation in Service, Lecture, 25.2.2025-3.4.2025

Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.

LEARNING OUTCOMES

• Understand the consequences of technological and digital innovation in marketing.
• Understand and be able to develop effective marketing strategies to exploit at best technological innovations.
• Learn the concept of Artificial Intelligence and its implementation in marketing
• Use critical thinking to understand the possible downsides of technological innovation

Credits: 6

Schedule: 25.02.2025 - 03.04.2025

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Anastasia Nanni

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content

  • valid for whole curriculum period:

    This course has the scope to guide the students through the evolution of technological innovation in marketing focusing on service. We will examine how companies exploit technology, and in particular Artificial Intelligence, to reach and engage customers. Specifically, we will explore how the implementation of technological innovations in different marketing aspects (e.g., retail, product, communication) can impact consumers perceptions and behaviors. The goal for the course is to equip you with the necessary knowledge to understand the possible consequences of technology implementation. By the end of the course, you should be able to use your critical thinking to evaluate, manage and assess technology implementation in marketing.
    Content summary:

    • Evolution of technology in marketing
    • Digitalization of Product:From physical product to digital

    • Sharing Economy

    • Digitalization of Place: From physical store to virtual store:

    • e-commerce

    • Digitalization of Promotion: From physical adv to digital

    • Social media
    • WoM

    • Artificial Intelligence
    • Application of AI:

    • Natural Language Process

    • Downsides of technology

Assessment Methods and Criteria

  • valid for whole curriculum period:

    Students will be evaluated based on individual assignments (66.6%) and a group assignment (33.3%)

Workload

  • valid for whole curriculum period:

    • Face-to face classes
    • Individual Assignment
    • Group Assignment


    The students will attend the classes in which the instructors shows them theories and practical examples.

DETAILS

Study Material

  • valid for whole curriculum period:

    Class Slides

Substitutes for Courses
Prerequisites
SDG: Sustainable Development Goals

    8 Decent Work and Economic Growth

FURTHER INFORMATION

Further Information

  • valid for whole curriculum period:

    Teaching Language: English

    Teaching Period: 2024-2025 Spring IV
    2025-2026 Spring IV

    Registration:

    The number of students admitted to the course is restricted to 60.

    Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) Business Analytics MSc-program, (3) BIZ exchange students, (4) Aalto BIZ B.Sc. students with 150 credits, (5) other BIZ students.

Rules of Conduct - Students´ Rights and Responsibilities (in force from 1 August 2020)

Aalto University Code of Academic Integrity and Handling Violations Thereof