Download Course outline - CUHK Summer School

THE CHINESE UNIVERSITY OF HONG KONG
INTERNATIONAL SUMMER SCHOOL (JULY SESSION)
Preliminary
February 2017
28 JUNE – 31 JULY 2017
Course
MKTG4080 Internet Marketing
Class Time
09:30 – 12:15 Tue, Wed, Thur
Class Location
Email
TBC
Prof. Dr. Martin Wetzels
Professor and Chair in Marketing and Supply Chain Research, Department of
Marketing and Supply Chain Management, School of Business and Economics,
Maastricht University
Visiting Professor, The Chinese University of Hong Kong
To be provided
Teaching Assistant
TBC
Teacher
Course Description
The Internet is having a profound effect on the conduct of marketing as we move towards the new
millennium. The Internet presents a fundamentally different environment for marketing, and new
paradigms will have to be developed to take account of marketing activities in the electronic age. This
course focuses primarily on the impact of the Internet on marketing, marketing research with Internet,
consumer behaviour on the Internet, and marketing strategies in the Internet age.
Pre-requisite: MKTG2010 Marketing Management
Course Objectives
The proliferation of the Internet and related innovative digital technologies, such as mobile, “big” data,
sensors, social media and user-generated content (UGC) have a profound effect on marketing theory and
practice. The changing strategic context will fundamentally transform marketing as we know it and as a
result new paradigms will have to be developed to take account of marketing activities in the upcoming
electronic age. This course will focus on providing an in-depth understanding of the development and
planning of effective digital marketing strategies, their implementation and evaluation. Theoretical
insights will be applied hands-on to practical business cases.
The course will use a mix of educational formats to achieve the course objectives: lectures, tutorials, paper
presentations, assignments, (mini) cases, (group) projects.
The course objectives for this course can be summarized as follows:

Understanding the basic principles of digital marketing.

Understanding the implications of the changing digital context for marketing and business strategy.

Providing tools and frameworks for planning and developing effective digital marketing strategies.

Develop effective digital marketing strategies and plans and relate them to marketing and business
strategy.

Master key challenges for the development, planning, implementation and evaluation of digital
marketing strategies.

Implementing effective digital marketing strategies using marketing mix functions, product, promotion,
price, place, people, process and physical evidence.

Evaluate effective alternative digital marketing strategies.
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Required Textbook (Core text for the course, to be included in the ISS booklist)
Chaffey, D. and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice.
Pearson Higher Education (ISBN: 9781292077611)
Reading(s)/Reference(s) (Additional readings recommended for the course, NOT to be included in
the ISS booklist)
Detailed reading list will be provided in the class.
Grading Weights
Participation:
Assignments:
Paper Presentations:
Cases:
Research Project:
10%
20%
20%
20%
30%
Assignments and Policies
Honesty in Academic Work:
Attention is drawn to University policy and regulations on honesty in academic work, and to the
disciplinary guidelines and procedures applicable to breaches of such policy and regulations. Details may
be found at http://www.cuhk.edu.hk/policy/academichonesty/.
With each assignment, students will be required to submit a signed declaration
(http://www.cuhk.edu.hk/policy/academichonesty/Eng_htm_files_(2013-14)/p10.htm) that they are aware
of these policies, regulations, guidelines and procedures.

In the case of group projects, all students of the same group should be asked to sign the declaration,
each of whom is responsible should there be any plagiarized contents in the group project, irrespective of
whether he/she has signed the declaration.

For assignments in the form of a computer-generated document that is principally text-based and
submitted via VeriGuide (http://www.cuhk.edu.hk/veriguide), the statement, in the form of a receipt, will
be issued by the system upon students' uploading of the soft copy of the assignment.
Assignments without the properly signed declaration will not be graded by teachers.
Only the final version of the assignment should be submitted via VeriGuide.
The submission of a piece of work, or a part of a piece of work, for more than one purpose (e.g. to satisfy
the requirements in two different courses) without declaration to this effect shall be regarded as having
committed undeclared multiple submission. It is common and acceptable to reuse a turn of phrase or a
sentence or two from one’s own work; but wholesale reuse is problematic. In any case, agreement from
the course teacher(s) concerned should be obtained prior to the submission of the piece of work.
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Class Schedule
Week Date
1
Topics
Introduction to Digital Disruption
Introduction to the Course
1
Introduction to the DIGITAL
Wed, June 28
TRANSFORMATION AUDIT
Digital Disruption
2

Selected Readings.
Thu, June 29


Selected Readings.
ASSIGNMENT 1.
Digital Marketing Fundamentals
Introducing Digital Marketing

Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 1.
Selected Readings.
CASE STUDY 1.
Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 2.
Selected Readings.
ASSIGNMENT 2.
PAPER PRESENTATION 1.
Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 3.
Selected Readings.
CASE STUDY 2.
PAPER PRESENTATION 2.
3
Tue, July 4
2
4
Wed, July 5
5
Thu, July 6
Strategies and Business Models for
Digital Marketing
The Changing Strategic Context for
Digital Marketing
6
Tue, July 11
7
Wed, July 12
8
Thu, July 13










Digital Marketing Strategy Development
Strategy Development for Digital
Marketing
3
Readings/Assignment
The Impact of Digital Media and
Technology on the Marketing Mix
Relationship Management for
Digital Marketing










Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 4.
Selected Readings.
ASSIGNMENT 3.
PAPER PRESENTATION 3.
Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 5.
Selected Readings.
CASE STUDY 3.
Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 6.
Selected Readings.
Progress Presentation DIGITAL
TRANSFORMATION AUDIT.
Digital Marketing Implementation
9
Tue, July 18
4
10
Wed, July 19
11
Thu, July 20
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Delivering Online Customer
Experience
Campaign Planning for Digital
Marketing
Marketing Communications in
Digital Channels









Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 7.
Selected Readings.
ASSIGNMENT 4.
Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 8.
Selected Readings.
CASE STUDY 4.
Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 9.
Selected Readings.
PAPER PRESENTATION 5.
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Week Date
Topics
Readings/Assignment
Digital Marketing Practice
Digital Channel Performance
12
Tue, July 25



5
13
Wed, July 26
14
Thu, July 27
ISS2017_MKTG4080

DIGITAL TRANSFORMATION
AUDIT Presentations



Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 10.
Selected Readings.
ASSIGNMENT 5.
Chaffey, D. and Ellis-Chadwick, F.
(2016), Chapter 11.
Selected Readings.
CASE STUDY 5.
Selected Readings.
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