Master of Science in Information Systems – Digital Marketing

The course provides an introduction to the IS research field. Students will gain advanced knowledge of the key concepts and theories of IS research. They will acquire specialised problem-solving skills, being able to analyse and synthesize a research case. They shall take responsibility to a literature review of a specific IS topic.

Central topics include Information Systems as a research field, IS development, IS innovation, IS as sociotechnical and complex systems, Analytics and data driven decision making, Introduction to research methods in IS, Basic concepts and theories in IS, Literature reviews and writing style.

This course’s main objective is to meet the opportunities that the digital transformation poses increasingly to companies and professionals. The course provides the knowledge and skills necessary to use and manage the opportunities offered by the web and social media in the design, planning and evaluation of communication and digital marketing activities for products and services of public and private companies. It fosters both critical analysis and reflective practice in the networked digital media environment taking into account ethical issues and sustainability goals. Students will critically engage with key ideas of creativity, sharing and visibility in social media, and will participate in creative and reflective practice using leading social media tools and platforms. This will involve using social media tools to explore course concepts and theoretical materials.

This course is intended as a master level introduction to research methodology and the research process. This introduction gives the students an overview of the basic concept, methods, and practice of research.

Research is a cyclical process where new and carefully planned investigations build and extend on established work. The aim is to provide students with a fundamental understanding of research as a conceptual, empirical, and practical approach to gathering new insight and knowledge. The content provides a broad overview of how researchers work within the fields of economy, innovation, and technology. It presents students with relevant methods from these domains, along with their possibilities and limitations.

Students will learn a systematic approach to empirical investigation, including literature search, research design and methodology, qualitative and quantitative analyses, and the presentation and evaluation of results.

At completion of the course, students will be able to study and interpret existing research on a topic and suggest approaches to broaden or deepen knowledge within a given topic.

The main aim of this course is to provide students with the fundamental knowledge of ethics and sustainability necessary for responsible innovation and the development of new information technologies (IT) in the modern society. The central topics include the role of ethics in responsible innovation and IT development; information privacy concerns, social, economic, and environmental impacts of innovations and new ITs; and how IT development and innovation can contribute to achieving the UN Sustainable Development Goals. In covering ethical and sustainability issues, the course addresses the perspectives of various stakeholders at the individual level (IT developers, innovators, consumers, investors), the organizational level (commercial, public, and non-governmental organizations), and the societal level (local and regional communities, nations, international society). Group work on possible solutions to real-life ethical and sustainability challenges constitutes an essential part of the course.

The link between understanding customers and developing strategies has become more complicated in the current multi-media web-oriented environment. Customers can evaluate brands and choose alternatives from a myriad of sources. Customers have also become more empowered to determine the nature of the ads and information they see and the characteristics of the brands they buy. The aim of this course is to follow two streams of thought: First, every organization’s fundamental strategy and orientation should lead to satisfied customers and create value considering ethical issues and meeting sustainability goals. Second, understanding customers’ needs is the foundation for all steps in the value creation chain, starting with developing a product, advertising, pricing, and distribution strategies. The premise is that an understanding of the digital consumer is imperative for those pursuing careers in digital marketing.

This course provides the forefront of knowledge using digital media, e-commerce, and social media to create optimal customer experiences and facilitate marketing. Students will gain advanced knowledge of key theories and concepts of Digital Marketing. They will acquire specialized problem-solving skills, being able to plan Digital Marketing activities, and to configure Digital Marketing solutions. They shall take responsibility to conduct the planning and implementation of Digital Marketing activities and evaluate the business value.

Business Intelligence (BI) is highly important for making good decisions in organisations. Students will gain advanced knowledge of the art and process of decision-making, as well as the BI process and the end- user tools such as reports, visualizations and dashboards. They will acquire specialised problem-solving skills and hands-on experience with a leading BI tool. They shall take responsibility to conduct a complete BI process and evaluate its business value.

The overall objective of this course is to help students conceptualize and prepare a timely and relevant research proposal, and to nurture a sense of inquisitiveness and active participation in research. The course aims at offering insight into the process behind a successful research project. It has an applied approach that involves collaborative and reciprocal partnerships between the university (faculty, staff, and/or students) and external communities for the mutually beneficial exchange of knowledge and resources. The research proposal forms the basis for the master thesis and the allocation of supervisor(s).