| CODE | MRK2019 | ||||||||
| TITLE | Marketing Automation | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit provides an introduction to the digital transformation being undertaken by a number of companies, explaining the terms digital transformation, digitization and digitalization. Case studies will be reviewed to demonstrate how different companies have implemented digitisation to improve their processes. The content focuses on marketing automation and how this is used for lead nurturing, including the associated benefits and challenges. The main marketing automation software solutions available are introduced. The use of flowcharting to define processes is discussed. The students will be introduced to the Microsoft Power Platform and how Forms, Lists, Power Automate, Power Apps and Power BI can be used to build marketing automation solutions. The unit shall include practical sessions, whereby students will have the opportunity to gain hands on experience using these applications. HubSpot’s inbound marketing approach is discussed, and the use of contacts, website pages, forms, lists, emails and workflows for marketing automation within HubSpot is demonstrated through practical sessions. Study-unit Aims: - To provide students with a basic understanding of the digitisation of business processes, with a focus on marketing cases; - To enable students to identify opportunities to simplify, standardise and automate processes; - To provide students with the skills required to prepare basic automation using Microsoft’s Power Platform and HubSpot, including data dashboards through Power BI. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Create process flowcharts and be able to identify opportunities to automate; - Describe the basic Microsoft Power Platform applications that may be adopted to enable such automation; - Characterise the advantages and disadvantages of such applications; - Describe the main HubSpot features used for marketing automation. 2. Skills By the end of the study-unit the student will be able to: - Sketch business processes in flowchart form; - Identify the waste part of processes and opportunities to automate; - Create basic solutions to automate processes through Microsoft Power Platform applications; - Enhance the customer experience with marketing automation; - Create basic marketing automation within HubSpot. - Explain process and system requirements to IT programmers for business systems analysis. Main Text/s and any supplementary readings: Main Textbook: - Schallmo, A., & Daniel, R. (2018). Digital Transformation Now! Guiding the Successful Digitalization of YourBusiness Model. Springer Science+ Business Media, LLC. Available through HyDi - Hannig, U., & Seebacher, U. (2023). Marketing and Sales Automation: Basics, Implementation, and Applications (1st ed.). Cham: Springer International Publishing AG. Supplementary Readings: - Fischer, L. (Ed.). (2017) Digital Transformation with Business Process Management: BPM Transformation and Real-world Execution - Guilmette, A. (2020) Workflow Automation with Microsoft Power Automate: Achieve digital transformation through business automation with minimal coding - HubSpot, Inc. (n.d.) The In-Depth Guide to Building Effective Inbound Marketing Campaigns - Imgrund, F., Fischer, M., Janiesch, C., & Winkelmann, A. (2018). Approaching digitalization with business process management. Proceedings of the MKWI, 1725-1736 - Knight, D., Pearson, M., Schacht, B., & Ostrowsky, E. (2020). Microsoft Power BI Quick Start Guide: Bring your data to life through data modeling, visualization, digital storytelling, and more - Leung, T. (2021) Beginning Power Apps: The Non-Developer's Guide to Building Business Applications - Markovitch, S., & Willmott, P. (2014) Accelerating the digitization of business processes. McKinsey-Corporate Finance Business Practise, 1-4 - Vaz, N. (2021) Digital business transformation: How established companies sustain competitive advantage from now to next Articles or other sources used for the study unit will be made available to the students. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Jonathan Ferrito |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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