Objectives and competences
In this course, students:
1. Understand the role of information solutions in supporting digital marketing and their connection to e-business and CRM systems.
2. Learn the concepts of customer relationship management (CRM), pre-sales and post-sales processes, and the customer journey.
3. Acquire knowledge of the functionality and use of Microsoft Dynamics 365 CRM and its integration with other tools.
4. Gain practical skills in managing email and executing email campaigns using Outlook, Mailchimp, and HubSpot.
5. Master advanced Microsoft Word functionalities (Expert level) for preparing personalised documents and templates for digital marketing.
6. Explore the use of artificial intelligence and automation in digital marketing, including tools such as Copilot, ChatGPT, and Power Automate.
7. Are able to use analytics tools to monitor the performance of digital campaigns and interpret results (CRM dashboards, Mailchimp, Power BI).
8. Develop digital competencies, the ability to integrate different tools, and solve practical challenges in the field of digital marketing.
9. Are trained to work independently and in teams on the planning, execution, and presentation of digital campaigns supported by information solutions.
Content (Syllabus outline)
The course Information Solutions for Digital Marketing enables students to understand and practically apply modern information solutions that support the execution of digital marketing activities. The emphasis is on the use of customer relationship management (CRM) systems, email marketing tools, advanced document editing, and the integration of these tools into comprehensive digital campaigns.
Additionally, the course highlights the importance of analytics in monitoring campaign performance and supporting decision-making, where students learn to use data visualisation and key performance indicators (KPIS). Students are introduced to Microsoft Dynamics 365 CRM, Mailchimp, and HubSpot, and learn to apply advanced features of Microsoft Word for marketing purposes.
The content also includes an introduction to artificial intelligence and automation, as well as analytics for digital campaigns. Through practical tasks and project work, students develop the skills needed to effectively use these solutions in real business environments.
Detailed Course Content
1. Introduction to Digital Marketing and Martech Solutions
Definition of digital marketing: channels (email, web, social media, etc.); inbound vs. outbound approaches; overview of the marketing technology (martech) landscape.
2. CRM Systems and Customer Relationship Management
The role of CRM in supporting marketing activities, customer lifecycle, pre-sales and after-sales processes, and comparison of solutions (MS Dynamics, SAP, Salesforce, Intera).
3. Microsoft Dynamics 365 Customer Experience (CRM)
Managing contacts, opportunities, campaigns, and tasks; integration with Outlook and Word; process automation; hands-on work in the Dynamics 365 environment.
4. Email Marketing and Email Management
Organising email workflows with Outlook, creating and executing email campaigns using Mailchimp and HubSpot, segmentation, automation, and result analysis.
5. Using Advanced Word for Digital Marketing
Designing templates and documents for campaigns, using Mail Merge features, and integrating with other marketing tools.
6. Artificial Intelligence and Marketing Automation
Content personalisation, chatbots, generative AI (e.g., Copilot, ChatGPT), and process automation using Power Automate.
7. Analytics and Campaign Performance Monitoring
Using analytics modules in CRM, Mailchimp, and HubSpot, KPIs and reporting, data visualisation (Power BI).
8. Project Work
Design, execution, and presentation of a comprehensive digital campaign using multiple information solutions.
Learning and teaching methods
- lectures;
- case analysis;
- discussion;
- programmed learning;
- practical exercises and assignments;
- project work
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding:
Students:
1. Understand the importance of information solutions in supporting digital marketing and managing customer relationships.
2. Can explain the role of CRM systems, email marketing, and automation in digital business.
3. Are familiar with the functionalities of platforms such as Microsoft Dynamics 365 CRM, Mailchimp, HubSpot, and MS Word (Expert level).
4. Understand the potential of using artificial intelligence (AI) and automation (e.g., Power Automate) in the marketing environment.
5. Know the basic concepts of analytics in digital marketing and the use of KPIs for measuring performance.
Intended learning outcomes - transferable/key skills and other attributes
Cognitive/Intellectual skills:
Students:
1. Analyse a company’s needs and propose appropriate information solutions for digital marketing.
2. Plan CRM campaigns and email activities while considering the functionalities of the tools used.
3. Critically evaluate the usefulness of individual solutions in specific usage contexts.
4. Apply knowledge to solve practical challenges in digital marketing (e.g., personalisation, automation, segmentation).
Key/Transferable skills
Students:
1. Use modern tools for digital marketing and customer relationship management.
2. Collaborate in teams to execute digital projects and communicate the results of their work.
3. Develop awareness of ethical and legal aspects related to the use of personal data (e.g., GDPR).
4. Adapt to new technologies and continuously upgrade their digital competencies in a changing environment.
Practical skills:
Students:
1. Independently use Microsoft Dynamics 365 CRM to manage contacts, campaigns, and automate processes.
2. Design and execute email campaigns using Mailchimp and HubSpot.
3. Prepare advanced Word templates for marketing communication and CRM integration.
4. Perform data analysis and visualization using analytical tools (e.g., CRM dashboards).
5. Plan and present comprehensive digital campaigns as part of a project assignment.
Readings
Sternad Zabukovšek, S., Bobek, S., Deželak, Z. (2021). e-rešitve za management odnosov s strankami – učno gradivo. Maribor: Ekonomsko-poslovna fakulteta.
Bobek, S., Deželak, Z., Šišovska Klančnik, I., Zabukovšek, U., Sternad Zabukovšek, S. (2023). Raziskava ponudnikov poslovnih informacijskih rešitev za digitalno transformacijo podjetij. Maribor: Univerzitetna založba Univerze v Mariboru.
Microsoft Learn (e-learning platform) na https://learn.microsoft.com/.
Hubspot Academy (e-learrning platform) na https://academy.hubspot.com/.
McHaney, R., Sachs, D.: Web 2.0 and Social Media (free e-book). Bookboon.com, 2016.
Additional information on implementation and assessment Written exam (40%)
Practical exam (40%)
Coursework (20%)
Comments:
The written exam can be replaced with two midterm exams.
The practical exam can be replaced with two midterm exams.
