Content:
Topic 1
1. Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing, 34(1), 22-45……………………………………………………… 2
Topic 2
2. Lemon, K. N., & Verhoef, P.C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96………………………………………………………………….. 4
3. Edelman, D. C. (2010). Branding in the digital age. Harvard business review, 88(12), 62-69……… 5
4. Wagner, G., Schramm-Klein, H., & Steinmann, S. (2020). Online retailing across e-channels and
e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce
environment. Journal of Business Research, 107, 256-270……………………………………………………………. 6
5. Von Lohuizen, A. W., & Trujillo-Barrera, A. (2019). The influence of Online Reviews on
Restaurants: The Roles of Review Valence, Platform, and Credibility. Journal of Agricultural &
Food Industrial Organization, 18(2)………………………………………………………………………………………………. 7
Topic 3
6. Narang, U., & Shankar, V. (2019). Mobile marketing 2.0: State of the art and research agenda.
Marketing in a Digital World. Review of Marketing Research, 16, 97-119……………………………………… 10
7. Key, T.M. (2017). Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), 27-8………………………………………………………………………………………………. 12
8. Murphy, G., Corcoran, C., Tatlow-Golden, M., Boyland, E., & Rooney, B. (2020). See, like,
share, remember: Adolescents’ responses to unhealthy-, healthy-and non-food advertising in
social media. International Journal of Environmental Research and Public Health, 17(7), 2181…….. 14
Topic 4
9. The social Psychology of Social Shopping………………………………………………………………………………… 17
Topic 5
10. Li, S. S., & Karahanna, E. (2015). Online recoomendation systems in a B2C E-commerce
context: a review and future directions. Journaly of the Association for Information Systems,
16(2), 2…………………………………………………………………………………………………………………………………………. 18
11. Fan, H., & Poole, M. S. (2006). What is personalization? Perspectives on the design and
implementation of personalization in information systems. Journal of Organizational Computing
and Electronic Commerce, 16(3-4), 179-202 18
12. Koutoukidis, D. A., Jebb, S. A., Ordonez-Mena, J. M., Noreik, M., Kennedy, S., … & Piernas, C.
(2019). Prominetn positioning and food swaps are effectvie interventions to reduce the
staturated fat content of the shopping basket in an experimental online supermarket: a
randomized controlled trial. International Journal of Behavioral Nutrition and Physical Activity,
16(1), 50……………………………………………………………………………………………………………………………………… 20
,Topic 1: The Digitial Age
1. Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing, 34(1), 22-45
• Understand the technology in marketing actions in the digital age. How are each of the 4Ps
transforming due digital technologies?
Digital marketing = an umbrella term describing the process of using digital technologies to acquire
customers and build preferences, promote brands, retain customers and increase sales.
Processes enabled by digital technologies create value through new customer experiences and
through interactions among customers. Digital marketing itself is enabled by a series of adaptive
digital touchpoints encompassing the marketing activity, institutions, processes and customers.
The marketing mix = product/service, price, promotion and place.
Key concepts:
• Changing environment;
• Changing consumer behaviour;
• Customer-customer interactions (social media & user generated content)
• The emergence of platforms;
• Contending with search engines;
• Examining the interactions of digital technologies with different contexts of geography,
privacy and security, regulation and piracy, and their implications for digital marketing
(contextual interactions);
• Within the company, digital technologies are changing the concept of product;
• The developments in digital product lines and tailored offerings to customers lead to pricing
challenges for firms;
• Promotions are changing;
• The rise of new channels;
• The impact of digital technologies on outcomes could span across different dimensions;
• Marketing research focuses on the acquisition of processing of information generated as a
result of the use of digital technologies;
• The marketing strategy is changing.
Product
The concept of product is undergoing a rapid transformation in the digital age:
1. The augmentation of the core product with services is becoming increasingly digital, wherein
the core value of the product is increased with value derived from digital enhancements;
2. The networking of products using online and mobile technologies is spawning a rental
economy wherein the dormant value of owned-products is released through digital
networking for rental options;
3. Products/services themselves are morphing into digital services, especially in the domain of
information products;
An early trend in the digitization of the core product with augmented service is the transformation of
products and the associated service into digital services in the domain of information products. This
transformation significantly reduced the marginal cost of producing and distributing digital content.
Price
The pricing for products and services online is more dynamic than in brick-and-mortar businesses for a
number of reasons:
1. Search costs for consumers are low;
2
, 2. Menu costs for retailers are low;
3. Changes in the shopping environment are rapid;
4. Retailers can respond to customers’ searches more quickly.
Promotion
Many online retailers recommend products to their customers using collaborative filtering or adaptive
personalization. These can be viewed as augmented services around the core products or as
personalized promotions. Email and display are two firm-initiated tools used to reach customers. With
ever-increasing spending on display ads, there has been extensive research on determining the
effectiveness of the display ad. Some research says that online ads leads to more website traffic but
doesn’t increase brand awareness, but others found that display ads do increase brand awareness and
ad recall. In terms of path to purchase, banner ads can influence subsequent browsing behaviour for
certain consumers.
Place
With the advent of new mobile devices, device attributes and the consumers’ usage of these devices
have significant implications for marketing. Mobile devices provide a new platform for existing
marketing channels such as email., display advertising, search, etc. The ubiquitous usage of mobile
devices extends the reach of advertisers. As the customer develops a lifestyle that relies more on
mobile devices, the shift offers more opportunities for advertisers. With mobile devices becoming
more important to a customer’s path to purchase, there is a growing stream of research projects
focused on all aspects of mobile devices as a channel.
Multi-channel issues in the context of the digital environment can be viewed from two perspectives:
1. Perspective of how online channels interact with traditional offline channels and create
synergies;
2. To view “channels” within the online environment such as display, search, email, affiliates,
etc., and how they interact to create value for customers, acquire customers, and increase
customer loyalty.
One advantage of the digital environment from a firm’s viewpoint is that it is much easier to get data
on specific customer touchpoints with the firm.
Marketing outcomes
Outcomes of the firms’ actions as a function of the environment that they operate in can be classified
into value for customers encompassing the dimensions of value equity, brand equity, and relationship
equity and customer satisfaction, customer value and its elements, and firm value and its elements.
Marketing research
The digital environment produces a vast array of data ranging from clickstream data, customer
reviews and ratings, blogs, tags, and social interaction data, to customer responses to marketing
actions and information on collaborators and competitors. This data is very informative for a firm to
understand online customer behaviour, develop marketing strategies, and measure the effectiveness
of its actions and tactics on marketing outcomes.
Marketing strategy
Two core marketing elements that a firm focuses on to maintain a sustainable competitive advantage
are its brand and its customers. The introduction of new channels, new shopping devices, and new
customer interactions calls for an updated understanding of the customer management and brand
management (understand how the brand is created, modified and strengthened in and by the digital
landscape) and requires the firm to re-define their marketing mix metrics and CRM metrics.
3
Topic 1
1. Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing, 34(1), 22-45……………………………………………………… 2
Topic 2
2. Lemon, K. N., & Verhoef, P.C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96………………………………………………………………….. 4
3. Edelman, D. C. (2010). Branding in the digital age. Harvard business review, 88(12), 62-69……… 5
4. Wagner, G., Schramm-Klein, H., & Steinmann, S. (2020). Online retailing across e-channels and
e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce
environment. Journal of Business Research, 107, 256-270……………………………………………………………. 6
5. Von Lohuizen, A. W., & Trujillo-Barrera, A. (2019). The influence of Online Reviews on
Restaurants: The Roles of Review Valence, Platform, and Credibility. Journal of Agricultural &
Food Industrial Organization, 18(2)………………………………………………………………………………………………. 7
Topic 3
6. Narang, U., & Shankar, V. (2019). Mobile marketing 2.0: State of the art and research agenda.
Marketing in a Digital World. Review of Marketing Research, 16, 97-119……………………………………… 10
7. Key, T.M. (2017). Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), 27-8………………………………………………………………………………………………. 12
8. Murphy, G., Corcoran, C., Tatlow-Golden, M., Boyland, E., & Rooney, B. (2020). See, like,
share, remember: Adolescents’ responses to unhealthy-, healthy-and non-food advertising in
social media. International Journal of Environmental Research and Public Health, 17(7), 2181…….. 14
Topic 4
9. The social Psychology of Social Shopping………………………………………………………………………………… 17
Topic 5
10. Li, S. S., & Karahanna, E. (2015). Online recoomendation systems in a B2C E-commerce
context: a review and future directions. Journaly of the Association for Information Systems,
16(2), 2…………………………………………………………………………………………………………………………………………. 18
11. Fan, H., & Poole, M. S. (2006). What is personalization? Perspectives on the design and
implementation of personalization in information systems. Journal of Organizational Computing
and Electronic Commerce, 16(3-4), 179-202 18
12. Koutoukidis, D. A., Jebb, S. A., Ordonez-Mena, J. M., Noreik, M., Kennedy, S., … & Piernas, C.
(2019). Prominetn positioning and food swaps are effectvie interventions to reduce the
staturated fat content of the shopping basket in an experimental online supermarket: a
randomized controlled trial. International Journal of Behavioral Nutrition and Physical Activity,
16(1), 50……………………………………………………………………………………………………………………………………… 20
,Topic 1: The Digitial Age
1. Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing, 34(1), 22-45
• Understand the technology in marketing actions in the digital age. How are each of the 4Ps
transforming due digital technologies?
Digital marketing = an umbrella term describing the process of using digital technologies to acquire
customers and build preferences, promote brands, retain customers and increase sales.
Processes enabled by digital technologies create value through new customer experiences and
through interactions among customers. Digital marketing itself is enabled by a series of adaptive
digital touchpoints encompassing the marketing activity, institutions, processes and customers.
The marketing mix = product/service, price, promotion and place.
Key concepts:
• Changing environment;
• Changing consumer behaviour;
• Customer-customer interactions (social media & user generated content)
• The emergence of platforms;
• Contending with search engines;
• Examining the interactions of digital technologies with different contexts of geography,
privacy and security, regulation and piracy, and their implications for digital marketing
(contextual interactions);
• Within the company, digital technologies are changing the concept of product;
• The developments in digital product lines and tailored offerings to customers lead to pricing
challenges for firms;
• Promotions are changing;
• The rise of new channels;
• The impact of digital technologies on outcomes could span across different dimensions;
• Marketing research focuses on the acquisition of processing of information generated as a
result of the use of digital technologies;
• The marketing strategy is changing.
Product
The concept of product is undergoing a rapid transformation in the digital age:
1. The augmentation of the core product with services is becoming increasingly digital, wherein
the core value of the product is increased with value derived from digital enhancements;
2. The networking of products using online and mobile technologies is spawning a rental
economy wherein the dormant value of owned-products is released through digital
networking for rental options;
3. Products/services themselves are morphing into digital services, especially in the domain of
information products;
An early trend in the digitization of the core product with augmented service is the transformation of
products and the associated service into digital services in the domain of information products. This
transformation significantly reduced the marginal cost of producing and distributing digital content.
Price
The pricing for products and services online is more dynamic than in brick-and-mortar businesses for a
number of reasons:
1. Search costs for consumers are low;
2
, 2. Menu costs for retailers are low;
3. Changes in the shopping environment are rapid;
4. Retailers can respond to customers’ searches more quickly.
Promotion
Many online retailers recommend products to their customers using collaborative filtering or adaptive
personalization. These can be viewed as augmented services around the core products or as
personalized promotions. Email and display are two firm-initiated tools used to reach customers. With
ever-increasing spending on display ads, there has been extensive research on determining the
effectiveness of the display ad. Some research says that online ads leads to more website traffic but
doesn’t increase brand awareness, but others found that display ads do increase brand awareness and
ad recall. In terms of path to purchase, banner ads can influence subsequent browsing behaviour for
certain consumers.
Place
With the advent of new mobile devices, device attributes and the consumers’ usage of these devices
have significant implications for marketing. Mobile devices provide a new platform for existing
marketing channels such as email., display advertising, search, etc. The ubiquitous usage of mobile
devices extends the reach of advertisers. As the customer develops a lifestyle that relies more on
mobile devices, the shift offers more opportunities for advertisers. With mobile devices becoming
more important to a customer’s path to purchase, there is a growing stream of research projects
focused on all aspects of mobile devices as a channel.
Multi-channel issues in the context of the digital environment can be viewed from two perspectives:
1. Perspective of how online channels interact with traditional offline channels and create
synergies;
2. To view “channels” within the online environment such as display, search, email, affiliates,
etc., and how they interact to create value for customers, acquire customers, and increase
customer loyalty.
One advantage of the digital environment from a firm’s viewpoint is that it is much easier to get data
on specific customer touchpoints with the firm.
Marketing outcomes
Outcomes of the firms’ actions as a function of the environment that they operate in can be classified
into value for customers encompassing the dimensions of value equity, brand equity, and relationship
equity and customer satisfaction, customer value and its elements, and firm value and its elements.
Marketing research
The digital environment produces a vast array of data ranging from clickstream data, customer
reviews and ratings, blogs, tags, and social interaction data, to customer responses to marketing
actions and information on collaborators and competitors. This data is very informative for a firm to
understand online customer behaviour, develop marketing strategies, and measure the effectiveness
of its actions and tactics on marketing outcomes.
Marketing strategy
Two core marketing elements that a firm focuses on to maintain a sustainable competitive advantage
are its brand and its customers. The introduction of new channels, new shopping devices, and new
customer interactions calls for an updated understanding of the customer management and brand
management (understand how the brand is created, modified and strengthened in and by the digital
landscape) and requires the firm to re-define their marketing mix metrics and CRM metrics.
3
