Master of Business Administration
MCO 607 : The Management of Technology & Innovation
Course Description
The Internet has revolutionized communication and marketing practices, connecting potential
customers to businesses in a way that would never have been possible before. Today, with online
audiences spending more time using price comparison sites, search engines and social media, this
course tackles how marketers can find new and engaging ways of getting their message across.
This course provides comprehensive, practical guidance on how companies and organizations can get
the most out of the Web to meet their goals. The course links marketing theory with case studies on
cutting edge companies such as Amazon, Facebook and Apple to help students understand digital
marketing in the real world. It also looks at localization issues related to branding, language and
intercultural communication.
Students will learn best practice in applying digital media channels such as an institutional web site,
social media and email campaigns. It helps students distinguish affiliate marketing, online PR and search
engine marketing.
Course Objectives
The objectives of the course are to provide a systematic view of the changes that the Internet has
brought to the fields of communication and marketing and to help students understand the online world
on the edge between technology and commerce.
Learning Goals
- Students will learn to use specific tools of Internet communications:
- Set up of online presence
- Online traffic building
- Online advertising
- Social Media management
- Search engine marketing
- Email marketing
- Affiliation programs, etc.
Bibliography
Textbook
Marcus Oesterberg, Web Strategy for Everyone. Ed. Intranätverk, 2016.
Additional Recommended Readings
Dave Chaffey, Fiona Ellis‐Chadwick, Kevin Johnston, Richard Mayer. Internet Marketing: Strategy,
Implementation and Practice, 4/E, Pearson, 2009, ISBN: 9780273717409
Grading System
Grade | Percentage | Quality | Credit Points |
A | 93 ‐ 100 | Outstanding | 4 |
A- | 90 ‐ 92 | 3.75 | |
B+ | 87 ‐ 89 | 3.5 | |
B | 83 ‐ 86 | Good | 3 |
B- | 80 ‐ 82 | 2.75 | |
C+ | 77 ‐ 79 | Satisfactory | 2.5 |
C | 70 ‐ 76 | 2 | |
F | 0 ‐ 69 | Failure | 0 |
Course Outline
Session 1 | |
Description | Introduction to the World Wide Web and its history |
To read | Read PowerPoint presentation |
To prepare | Questions to professor |
Session 2 | |
Description | Internet macro‐environment Internet strategy |
To read | Read PowerPoint presentation |
To prepare | Questions to professor |
Session 3 | |
Description | The Internet and the marketing mix Relationship marketing using the Internet. Delivering the online customer experience. Campaign planning for digital media. Marketing communications using digital media channels |
To read | Read PowerPoint presentation |
To prepare | Questions to professor |
Session 4 | |
Description | Web Design and Branding |
To read | Read PowerPoint presentation |
To prepare | Questions to professor |
Session 5 | |
Description | Mid‐Term Exam |
To read | none |
To prepare | Exam |
Session 6 | |
Description | Mastering the message and intercultural online communication |
To read | Read PowerPoint presentation |
To prepare | Questions to professor |
Session 7 | |
Description | Key issues when working with the Web Introduction to cyber security and online privacy |
To read | Read PowerPoint presentation |
To prepare | Questions to professor |
Session 8 | |
Description | Evaluation and improvement of digital channel performance. Business‐to‐consumer Internet marketing |
To read | Read PowerPoint presentation |
To prepare | Questions to professor |
Session 9 | |
Description | Conclusion and Final Project. Business‐to‐Business Internet Marketing |
To read | Read PowerPoint presentation |
To prepare | Questions to professor |
Session 10 | |
Description | Final Exam |
To read | none |
To prepare | Review of course materials |
Assessment
Discussion Questions / Participation
Percent of the final grade: 20%
Writing Assignments
Percent of the final grade: 20%
Midterm Exam
Percent of the final grade: 30%
Final Exam
Percent of the final grade: 30%
Academic integrity
Students are required to read UBIS Rules and Regulations on plagiarism and to acknowledge the
multiple forms that plagiarism takes along with the sanctions that can go as far as school exclusion.
Every infraction will be reported to the disciplinary board which will analyse the situation and
circumstances, and decide on the sanction to apply.
Academic dishonesty may take the forms of: 1. Plagiarism, i.e. copying the ideas or work of another
person without citing the source. This includes books, extracts of articles, tables, diagrams and material
from internet or other electronic sources. 2. Submission of work more than once, including work
submitted at a prior institution, unless prior approval has been obtained. 3. Cheating on an examination.
4. Submission of work that is not your own without citation. 5. Adding your name to work to which you
have not contributed or allowing another student to do the same. 6. Unauthorized or inappropriate use
of computers, calculators and other forms of technology in coursework, assignments or examinations.
All these can lead to disciplinary sanction.
Please refer to your student handbook for full details.