Digital in an Offline World? – How “Going Digital” Affects Marketing

Seminar (14266.0004)

Instructor: Simon Schulten
Date, Time & Room: see KLIPS

Content

In an increasingly online world, businesses must navigate the interactions between digital and offline environments. Marketing strategies need to evolve to reflect this reality, where a seamless integration of online and offline channels is essential for success. In this seminar, "Digital in an Offline World? – How 'Going Digital' Affects Marketing," we will read literature covering a number of interesting online-offline interactions in marketing. Topics include, but are not limited to, Digital vs analog ad effectiveness, traditional store flyers for “brick-and-mortar” stores in an increasingly digital environment, whether to “go online” using a self-owned online channel or third party channel such as digital platforms, how platforms may change pricing strategies, online and offline newspapers and spillovers from online pricing (paywall) to print.