Digital & Interactive Ecosystems courses follow a three week module structure, which helps to form different types of course contents while supporting the business project course work.
Key TopicsIntegration of the skills and knowledge acquired during prerequisite courses, Business Project workshops, Planning and conducting of business projects throughout the summer, Development of personal team-working skills and abilities.
Platforms and Ecosystems
- Platform strategy
- Platform business models
- Economy design
- Pricing formats
- Social networks
The course provides students with insight into the dynamics of digital service platforms and associated ecosystems. The course examines the operations and trends of digital ecosystems. The course addresses the general challenges of business digitalisation and platformisation with specific focus on mobile platforms. The course will also evaluate platform business models and discuss dynamics associated with innovation and growth.
Web and Mobile Analytics
- Customer lifecycle
- User acquisition analytics
- Activation and retention analytics
- Customer Lifetime value
- Customer Acquisition cost
- Issues in data quality
The course aims at giving a balanced yet practical understanding of business-driven analytics. A specialty of the course is a hands-on project where students orchestrate paid (Facebook and/or Google AdWords) advertising campaigns to drive real traffic onto their landing page that they strive to optimize for conversion.
Through this in-class project, and through interactive lectures, students learn about the stages of a customer’s lifecycle, and the typical metrics related to each lifecycle stage. The understanding of the customer lifecycle helps the students to model the customer acquisition cost and lifetime value of the customers, so that they can find the bottleneck in their business, and proceed to plan and execute focused intervention experiments aimed at removing the bottleneck.
Finally, in order to take these learnings into industry work, students learn about analytics tools in both big and small companies, specialties of enterprise analytics deployments, and get a basic understanding on how to select the right analytics tool for a given job.
Digital Marketing Strategies
- Digital marketing platforms
- Multi-channel communications
- Content marketing
- Internet of things (IoT)
- Current topics in digitalisation
This course explores how to manage digital marketing strategies in multiple platforms. The course provides students with skills to manage various aspects of digital marketing and gain understanding of digitalization and its impact for businesses. The course consists of lectures, case studies, visiting lecturers and assignments.
- Integration of the skills and knowledge acquired during prerequisite courses
- Business Project workshops
- Planning and conducting of business projects throughout the summer
- Development of personal team-working skills and abilities.
The objective of the Business Project is to apply the theory learned during the conceptual courses in practice. The projects completed during the summer will be based on real-life needs of collaborating companies. The project weeks are dedicated to the project and events related to it. The participants will also be working on the project during the courses, especially on the lecture-free project days. The course will consist of workshops, group work, lectures and other events.
The course will start with Business Project workshop week, which purpose is to provide the participants with the necessary background for participation in ITP business projects. During this week, business project groups will have their first meetings with the client company. There will also be training for project work and participants will learn more about working in intercultural teams.