OMNICHANNEL & DIGITAL MARKETING
INHOUDSOPGAVE
Lecture 1: Introduction and a framework for Internet marketing and e-commerce ............................................................. 3
General introduction .................................................................................................................................................... 3
Practical ...................................................................................................................................................................... 3
Evolution towards digitla economy ............................................................................................................................... 5
Introduction to e-commerce (cf.Chapter 1)................................................................................................................... 6
Lecture 2: E-commerce infrastructure: Internet and the world wide web ........................................................................... 9
E-commerce infrastructure .......................................................................................................................................... 9
E-commerce security ................................................................................................................................................. 14
Lecture 3: Web business models and concepts .............................................................................................................. 20
E-commerce business trategies ................................................................................................................................. 20
Lecture 4: Building a digital presence ............................................................................................................................. 28
Imagine your e-commerce presence........................................................................................................................... 28
The 7Cs of the customer interface .............................................................................................................................. 29
A systematic approach ............................................................................................................................................... 32
Rituals x Salesforce .................................................................................................................................................... 34
Lecture 5: Guest lecture – How Digital Advertising is evolving ......................................................................................... 36
Data-driven marketing in our digital world ................................................................................................................... 36
Dynamic advertising ................................................................................................................................................... 37
Unilin Case ................................................................................................................................................................ 38
Other uses of data ...................................................................................................................................................... 39
AI ............................................................................................................................................................................... 41
Lecture 6+7: E-commerce marketing and advertising ..................................................................................................... 44
Consumer behavior models (offline and online) .......................................................................................................... 44
Digital commerce marketing and advertising .............................................................................................................. 46
The digital marketing roadmap ................................................................................................................................... 46
Other online marketing strategies ............................................................................................................................... 49
Online marketing technologies ................................................................................................................................... 51
Online marketing metrics ........................................................................................................................................... 53
Lecture 8: Social, mobile and local marketing ................................................................................................................ 55
Social marketing ........................................................................................................................................................ 55
Mobile marketing ....................................................................................................................................................... 58
Local marketing ......................................................................................................................................................... 60
1
,Lecture 9: Guest Lecture – AdSpecialist ......................................................................................................................... 61
The customer journey ................................................................................................................................................. 61
Digital analytics.......................................................................................................................................................... 62
Drawing up a measurement plan ................................................................................................................................ 63
Working with Looker Studio ........................................................................................................................................ 64
Want to learn more yourself? ...................................................................................................................................... 64
Key takeaways ........................................................................................................................................................... 64
Lecture 10: Online media & Online communities ............................................................................................................ 65
Online media ............................................................................................................................................................. 65
Online communities ................................................................................................................................................... 68
Exam information ....................................................................................................................................................... 71
2
,LECTURE 1: INTRODUCTION AND A FRAMEWORK FOR INTERNET MARKETING AND E -COMMERCE
Who are we?
o Marie-Julie De Bruyne
o Lisa Martinez Sanchez (assistant)
GENERAL INTRODUCTION
Marketing mix
o Product
o Price
o Place (Channel)
o Promotion
PRACTICAL
Course objectives
Omnichannel management Digital marketing
Acquire scientific view on integration relevant channel Acquire understanding of online marketing (social, mobile
research and local) and communication approaches as well as
metrics to measure performance
Develop presentation and interactive discussion skills
Develop insights in e-commerce business models in our
Understand how organizations developing offline and
networked economy
online distribution channels and strategies leverage value
creation, market differentiation and competitive Understand basic technology concepts, principles of
advantage customer web interface and effective website/app design
Course material
Blackboard
o Syllabus, slides, additional course material (e.g. articles on omnichannel management topics)
Textbook
o Kenneth C. Laudon & Carol G. Traver (2024). "E-commerce 2023-2024: Business, Technology, Society",
Eighteenth Edition, Pearson.
Course content
Omnichannel management Digital marketing
Co-creation by students Lectures
Literature integrations and presentations are shared via Presentations are shared via Blackboard
Blackboard
Guest lectures are exam material
Literature integrations and presentations are exam
material
3
, Omnichannel management
o Team composition and topic choices
▪ 16 possible topics
▪ 3-4 students per team
▪ E-mail team composition and topic choices to me by 01/10/2025 (asap)
o Academic articles
▪ For each topic, two academic articles are available on Blackboard
▪ Add three additional (recent) articles
o Literature integration
▪ 5-page literature integration
▪ E-mail this literature integration to the teaching assistant and me on Friday before the session
▪ Receive feedback and improve the literature integration
o PowerPoint presentation
▪ 20 min. presentation + 10 min. interactive discussion
▪ E-mail this PowerPoint presentation to the teaching assistant and me on Friday before the
session
Grading
Oral examination with written preparation
o 10 minutes preparation
o 5 questions
o Evaluation of conceptual knowledge (without use of course material)
o Relative weight 2/3
Literature integration and presentation
o Evaluation of integration of conceptual knowledge (co-creation by students)
o Relative weight 1/3
Questions
Omnichannel management Digital marketing
Consult Blackboard on a regular basis Consult Blackboard on a regular basis
Mail questions to Mail questions to
Course schedule
See syllabus on Blackboard
o The course schedule can change (e.g. depending on the number of students registered for the course,
depending on the availability of guest speakers)
4
INHOUDSOPGAVE
Lecture 1: Introduction and a framework for Internet marketing and e-commerce ............................................................. 3
General introduction .................................................................................................................................................... 3
Practical ...................................................................................................................................................................... 3
Evolution towards digitla economy ............................................................................................................................... 5
Introduction to e-commerce (cf.Chapter 1)................................................................................................................... 6
Lecture 2: E-commerce infrastructure: Internet and the world wide web ........................................................................... 9
E-commerce infrastructure .......................................................................................................................................... 9
E-commerce security ................................................................................................................................................. 14
Lecture 3: Web business models and concepts .............................................................................................................. 20
E-commerce business trategies ................................................................................................................................. 20
Lecture 4: Building a digital presence ............................................................................................................................. 28
Imagine your e-commerce presence........................................................................................................................... 28
The 7Cs of the customer interface .............................................................................................................................. 29
A systematic approach ............................................................................................................................................... 32
Rituals x Salesforce .................................................................................................................................................... 34
Lecture 5: Guest lecture – How Digital Advertising is evolving ......................................................................................... 36
Data-driven marketing in our digital world ................................................................................................................... 36
Dynamic advertising ................................................................................................................................................... 37
Unilin Case ................................................................................................................................................................ 38
Other uses of data ...................................................................................................................................................... 39
AI ............................................................................................................................................................................... 41
Lecture 6+7: E-commerce marketing and advertising ..................................................................................................... 44
Consumer behavior models (offline and online) .......................................................................................................... 44
Digital commerce marketing and advertising .............................................................................................................. 46
The digital marketing roadmap ................................................................................................................................... 46
Other online marketing strategies ............................................................................................................................... 49
Online marketing technologies ................................................................................................................................... 51
Online marketing metrics ........................................................................................................................................... 53
Lecture 8: Social, mobile and local marketing ................................................................................................................ 55
Social marketing ........................................................................................................................................................ 55
Mobile marketing ....................................................................................................................................................... 58
Local marketing ......................................................................................................................................................... 60
1
,Lecture 9: Guest Lecture – AdSpecialist ......................................................................................................................... 61
The customer journey ................................................................................................................................................. 61
Digital analytics.......................................................................................................................................................... 62
Drawing up a measurement plan ................................................................................................................................ 63
Working with Looker Studio ........................................................................................................................................ 64
Want to learn more yourself? ...................................................................................................................................... 64
Key takeaways ........................................................................................................................................................... 64
Lecture 10: Online media & Online communities ............................................................................................................ 65
Online media ............................................................................................................................................................. 65
Online communities ................................................................................................................................................... 68
Exam information ....................................................................................................................................................... 71
2
,LECTURE 1: INTRODUCTION AND A FRAMEWORK FOR INTERNET MARKETING AND E -COMMERCE
Who are we?
o Marie-Julie De Bruyne
o Lisa Martinez Sanchez (assistant)
GENERAL INTRODUCTION
Marketing mix
o Product
o Price
o Place (Channel)
o Promotion
PRACTICAL
Course objectives
Omnichannel management Digital marketing
Acquire scientific view on integration relevant channel Acquire understanding of online marketing (social, mobile
research and local) and communication approaches as well as
metrics to measure performance
Develop presentation and interactive discussion skills
Develop insights in e-commerce business models in our
Understand how organizations developing offline and
networked economy
online distribution channels and strategies leverage value
creation, market differentiation and competitive Understand basic technology concepts, principles of
advantage customer web interface and effective website/app design
Course material
Blackboard
o Syllabus, slides, additional course material (e.g. articles on omnichannel management topics)
Textbook
o Kenneth C. Laudon & Carol G. Traver (2024). "E-commerce 2023-2024: Business, Technology, Society",
Eighteenth Edition, Pearson.
Course content
Omnichannel management Digital marketing
Co-creation by students Lectures
Literature integrations and presentations are shared via Presentations are shared via Blackboard
Blackboard
Guest lectures are exam material
Literature integrations and presentations are exam
material
3
, Omnichannel management
o Team composition and topic choices
▪ 16 possible topics
▪ 3-4 students per team
▪ E-mail team composition and topic choices to me by 01/10/2025 (asap)
o Academic articles
▪ For each topic, two academic articles are available on Blackboard
▪ Add three additional (recent) articles
o Literature integration
▪ 5-page literature integration
▪ E-mail this literature integration to the teaching assistant and me on Friday before the session
▪ Receive feedback and improve the literature integration
o PowerPoint presentation
▪ 20 min. presentation + 10 min. interactive discussion
▪ E-mail this PowerPoint presentation to the teaching assistant and me on Friday before the
session
Grading
Oral examination with written preparation
o 10 minutes preparation
o 5 questions
o Evaluation of conceptual knowledge (without use of course material)
o Relative weight 2/3
Literature integration and presentation
o Evaluation of integration of conceptual knowledge (co-creation by students)
o Relative weight 1/3
Questions
Omnichannel management Digital marketing
Consult Blackboard on a regular basis Consult Blackboard on a regular basis
Mail questions to Mail questions to
Course schedule
See syllabus on Blackboard
o The course schedule can change (e.g. depending on the number of students registered for the course,
depending on the availability of guest speakers)
4
