Marketing Technology - New Tools and Technology in Marketing 2600-MSz2MTen
1. Introduction
Fundamentals of holistic marketing
Marketing transformation from product to virtualization
Specificity of financial services marketing
Main marketing concepts
2. Next -Tech marketing
Model 5A combined with advanced technologies
Predictive marketing / Data and its application
Contextual marketing / Personalization of content, in time and
place
Extended marketing/virtualization of marketing activities
3. Introduction to Marketing Technology
Overview of marketing technology
Historical context and evolution
The importance of technology in marketing
4. Digital Marketing Platforms
Social media marketing tools (Facebook, Instagram, Twitter)
Search engine marketing (Google Ads, Bing Ads)
Email marketing platforms (Mailchimp, Constant Contact)
5. Marketing Automation
Overview of marketing automation
Tools and software (Zoho, HubSpot, Marketo, Pardot)
Benefits and challenges of automation
6. Emerging Technologies in Marketing
Augmented Reality (AR) and Virtual Reality (VR)
Blockchain in marketing
Internet of Things (IoT) and its marketing applications
7. Ethical Considerations in Marketing Technology
Privacy concerns and data protection
Ethical implications of AI in marketing
Regulatory frameworks and compliance
8. Artificial Intelligence and Machine Learning in Marketing**
Introduction to AI and ML
Applications in marketing (chatbots, predictive analytics)
Case studies
9. Content Management Systems and CRM**
CMS platforms (WordPress, Drupal)
Customer Relationship Management tools (Salesforce, Zoho CRM)
Integrating aplicationa and CRM for better marketing outcomes
10. Future Trends in Marketing Technology**
Predicting future technological advancements
Preparing for changes in the marketing landscape
Final project presentations
Type of course
Mode
Course coordinators
Learning outcomes
By the end of this course, students will be able to:
Upon completing the course, the student:
In terms of knowledge:
• Knows and understands the terminology related to marketing technologies and theoretical models in marketing management (K_W01).
• Knows and understands advanced principles, procedures, and practices related to technology-based marketing (K_W02).
• Knows and understands technological, social, legal, economic, and ecological processes and phenomena developed in the enterprise in the area of marketing and their impact on the functioning of the organization, particularly in relation to marketing activities (K_W05).
• Knows and understands the basic principles of creating and developing various forms of entrepreneurship based on marketing tools (MarTech) (K_W06).
In terms of skills:
• Is able to use marketing technologies and marketing theory to identify, diagnose, and solve problems related to the functioning of a customer-centric organization in the market (K_U01).
• Is able to independently and collaboratively prepare analyses, diagnoses, and reports on technologies for marketing and the functioning of the organization and sector, and present them communicatively using information and communication tools (K_U03).
• Is able to plan and organize their own and team work (K_U05).
• Has the ability to self-educate and improve acquired qualifications (K_U06).
In terms of attitudes:
• Is ready to evaluate and critically approach situations and phenomena related to the functioning of marketing in the market (K_K01).
• Is ready to think and act in an entrepreneurial and creative manner (K_K02).
• Is ready to adhere to ethical standards related to marketing activities (K_K03).
Assessment criteria
Learning outcomes will be verified on an ongoing basis through tasks performed by participants during exercises and finally during the seminar (test).
25% Weekly test
50% Final test (open and closed questions) (individual assessment - online)
25% Solution 1 Case study (team assessment - presentation)
10% Attendance and activity
In total, you will be able to earn 100 points during the classes, the number of which will determine the final grade:
0-50 points – grade 2
51-60 points – grade 3
61-70 points – rating 3.5
71-80 points – grade 4
81-90 points – rating 4.5
91-100 points – grade 5
Bibliography
Basic item:
D. Chaffey F.Ellis -Chadwick Digital Marketing Strategy, implementation and Practice, Pearson
Ph.D. Kotler, Hermawan Kartajaya , Iwan Setiawan (2021), Marketing 5.0. Technologies Next Tech, MT Biznes
V. Kumar , Philip Kotler, Transformative Marketing Combining New Age Technologies and Human Insights (2024), Palgrave Macmillan Cham
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: