Detailed course description
For any traditional business, digital channels have become a vital part of a multi-channel approach to marketing. This course will explore the Internet as a source of product information, an advertising medium, a customer relationship management tool, and a customer service channel. The Internet is a place to “do business,” to set up shops and to communicate with customers and to handle transactions. There are new roles the Internet is playing - for example, distribution channel for music, surrogate for the press (blogs) - that have changed the landscape of whole industries and confront companies with new opportunities and challenges. Within this course, topics such as social networking, mobile marketing, online communities, viral marketing, wikis, and blogs will be examined. Furthermore the major B2B, B2C and C2C business models of E-commerce are illustrated. In this lecture, a well-founded knowledge of the key properties and mechanisms of electronic markets and their application in today’s businesses is elaborated. Auction mechanisms, pricing of information goods, economic network effects for information technology and dynamics of standardization processes are discussed.
Upon completion of this course you are expected to be able to:
- Know how to integrate digital channels into the traditional marketing mix.
- Become familiar with the latest trends in e-marketing and know-how to leverage this knowledge for effective marketing decisions/campaigns.
Prof. Dr. Kübler is Assistant Professor of Marketing at Ozyegin University Istanbul. His research focuses on corporate communication, crisis communication, new media and app marketing. Before pursuing his academic career Prof. Dr. Kübler worked for several years for leading German advertising agencies like TBWA and Zum Goldenen Hirschen. Beside his academic work, he is consulting advertising agencies and international companies like Rausch AG, TetraPak or OD Yachting in marketing and communication questions. Prof. Dr. Kübler’s work has been awarded several times as top contribution by the European Marketing Academy. His work has been published in international marketing journals such Business Research BuR and Marketing Journal for Research and Management.