Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2021/2022
Module/course Code OP30A
Delivery location Madrid
Language English
Course type Specialisation
Contact hours 120
ECTS M1 before 2020 16
ECTS M1 from 2020 20
Level 5 (year post baccalaureate)
Semester Fall
Module name Marketing & Digital Strategy
Field (Discipline) Marketing
Academic Department Marketing

Outline


Module/course Summary


The aim of this specialization is to equip students with the necessary skills and knowledge to understand and successfully implement marketing strategies in a highly digitalized world. The different courses explore key aspects related to the implementation and execution of digital marketing strategies by looking at the fundamental digital strategy basis and best practices.


It is designed for students interested in careers in the following field: digital marketing management, CX management, product/brand marketing manager, marketing analyst.


Digital Marketing has evolved over time from the marketing of products and services using digital channels to an umbrella term describing the process of using digital technologies to acquire customers and build customer preferences, promote brands, retain customers and increase sales (Financial Times). Digital marketing today is seen as an adaptive, technology-enabled process by which firms collaborate with customers and partners to jointly create, communicate, deliver, and sustain value for all stakeholders. The adaptive process enabled by the digital technologies creates value in new ways in new digital environments. Institutions enabled by digital technologies build foundational capabilities to create such value jointly for their customers and for themselves. Processes enabled by digital technologies create value through new customer experiences and through interactions among customers. Significantly, the number of touchpoints is increasing by over 20% annually as more offline customers shift to digital technologies and “younger, digitally oriented consumers enter the ranks of buyers” (Bughin 2015, Kannan and Li, 2017).


This specialization provides students a solid foundation to understand the key fundamental building blocks of digital marketing strategy by taking a customer-centered, data-driven approach to the function of marketing in a highly digitized world. The proposed modules in the specialization will familiarize the students with the key aspects (customer, data, processes and technologies) to consider in building and implementing successful marketing strategies.

Mandatory Courses for the Option

- UL1C – Marketing and Customer Analytics (15 hours - 2.5 ECTS) Prof.: Lorena BLASCO-ARCAS
- UM1B – Customer Experience (CX) (30 hours - 5 ECTS) Prof.: Charlotte GASTON-BRETON
- UM1D – Project Management in Practice (30 hours - 5 ECTS) Prof.: José COBO
- UL1B – Digital Marketing Strategy (15 hours - 2.5 ECTS) Prof.: Niko MUÑOZ
- UL10 - AI and Robots in Marketing (30 hours - 5 ECTS) Prof.: Hector GONZALEZ


Course Description

MARKETING AND CUSTOMER ANALYTICS

INTRODUCTION
Data has been called “the oil” of the digital economy. The routine capture of digital information through online and mobile applications produces vast data streams on how consumers feel, behave, and interact around products and services as well as how they respond to marketing efforts. Data are assuming an increasingly central role in organizations, as marketers aim to harness data to build and maintain customer relationships; personalize products, services, and the marketing mix; and automate marketing processes in real time. The explosive growth of media, channels, digital devices, and software applications has provided firms with unprecedented opportunities to leverage data to offer more value to customers, enhance their experiences, increase their satisfaction and loyalty, and extract value.

The main objective of this introductory course is to understand the role of data and analytics in companies’ strategy, in order to learn how to leverage data and create value for businesses. The course provides frameworks and mindsets needed to make data-driven marketing decisions. By the end of the course students should have a general knowledge about tools and techniques that aid decision-making in data rich environments that will be further explored in
other modules in the Master. 


CUSTOMER EXPERIENCE (CX)

INTRODUCTION
Being consumer-centric is now a leading management objective. According to a recent study by Accenture, improving the
customer experience received the most number one rankings when asking executives about their top priorities for the next twelve months. Multiple firms such as KPMG, Amazon, Google, now have chief Customer Experience Officers, Customer Experience Vice Presidents, or Customer Experience Managers responsible for creating and managing the experience of their customers. The increasing focus on customer experience arises because customers now interact with firms through myriads touchpoints (social media, mobile, desktop etc.) in multiple channels and media (Facebook, Snapchat, Instagram etc.), resulting in more complex customer journey.


PROJECT MANAGEMENT IN PRACTICE

INTRODUCTION
Strategic project thinking is typically associated with 'very big picture' thinking'. It is relevant to project management at a number of levels:
- Business projects often materialize as a result of formal or informal strategy development. Besides projects, which
are of a corporate development and external nature, there are frequently internal projects, which are aimed at reaping major organizational changes.
- Individual business projects which have materialized on a 'bottom-up' basis. Each project of that kind then needs to be linked back up to the business strategy. This should be accomplished by teasing out the strategic objectives of each and
every major project.
- Within the project itself: each and every project has both an internal environment and also some strategy for achieving its own, inherent advantage.

The aim of the PMiP is 1) to prepare participants for careers in international business development and project management, and 2) To develop participants’ skills and attitudes to work in multi-cultural environments and
multi-disciplinary teams.


DIGITAL MARKETING STRATEGY (a first landing into digital mindset)

INTRODUCTION
Digital is the nearly instant, free, and flawless ability to connect people, devices, and physical objects anywhere. The world is digital. Today more than 50% of the world population has access to internet and 37% of them are active social media users. By 2025, some 20 billion devices will be connected, nearly three times the world population. Over the past two years, such devices have churned out 90 percent of the data ever produced. Mining this data greatly enhances the power of information, which might lead directly to dramatically higher levels of personalization on products, services and communication actions. Consumers have a stronger voice and are more demanding to brands. Digital connections unveiled opportunities to consumers and companies.

Companies need to adapt to this new digital era to satisfy demanding consumers, reinvent their business models and change the way they relate with their audiences. Simply taking an existing product line and putting it on an e-commerce site or digitizing a customer experience is not a digital reinvention. Digital Reinvention is a rethinking of the business itself.


AI AND ROBOTS IN MARKETING                                                                  

INTRODUCTION
This course is designed for ESCP Europe’s students who will either work in sectors that are, or will likely be, impacted by the inclusion of social robots. It explores how social robots are integrated to support or even replace humans in several commercial or non-profit environments. In this respect, this course will include several scenarios in order to develop students’ creative and managerial skills and to mirror the contents taught.