Digital Marketing
Objectives
This course aims to provide students with an understanding of digital marketing, more specifically, the process by which companies deploy promotional tactics over the internet (or other digital media) to communicate with customers aiming at influencing their behaviour. Its foundation is a purpose-developed digital marketing framework (DSDW), supported by proven marketing models (CDJ, CLV, 6Ms, and STEPPS), that aims to enable a structured understanding of the topic well beyond current techniques and tools.
Furthermore, in order to grasp a concrete view of the topic, students work in groups to develop a digital marketing campaign of their choice.
General characterization
Code
2441
Credits
3,5
Responsible teacher
Antonio Marinho Torres
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
null
Bibliography
A. Case Studies:
Harvard Business School Executive Education: Balancing Online and Offline Marketing. HBS (9- 510-091).
(Bazaar) Measuring ROI on Sponsored Search Ads. CBS (CU181).
Sephora Direct: Investing in Social media, Video, and Mobile. HBS (9-511-137).
Mekanism: Engineering Viral Marketing. HBS (9-512-010).
B. Notes and Articles:
Holt, Douglas (2016). Branding in the Age of Social Media. HBR (R1603B).
Edelman, David (2010). Branding in the Digital Age. HBR (R1012C).
Ofek, Elie (2014). Customer Profitability and Lifetime Value. HBS (9-503-019).
Dolan, Robert (2000). Integrated Marketing Communications. HBS (9-599-087).
C. Useful book:
Berger, Jonah (2013). Contagious: Why Things Catch On. Simon & Schuster.
Teaching method
This course is delivered through a three-pronged approach: (1) theory: a purpose-developed digital marketing framework (DSDW), supported by proven marketing models (CDJ, CLV, 6Ms, and STEPPS), enables a structured understanding of the topic well beyond current techniques and tools; (2) case studies: group reports, presentations and class discussion of relevant case studies and other examples enable a more concrete view of the topic; and (3) group project: development and presentation of a digital marketing campaign plan for a company chosen by each group enable a hands-on approach to the topic.
Evaluation method
A. Individual Assignments:
Final exam: 40%
Class participation: 10%
B. Group Assignments:
Group Project: 40%
Case-Study Report: 10%
Subject matter
Course unit content
Session 1:
Introduction;
Digital Marketing Framework;
Session 2:
Branding in the Digital Age - Holt 2016;
Consumer Decision Journey - Edelman 2010;
Customer Lifetime Value - Ofek 2014;
Session 3:
Case study - HBS EE/ Bazaar;
Integrated Marketing Communications - Dolan 2000;
Case-study report - Sephora - Group report
Session 4:
Case study - Sephora.
Viral Marketing
Session 5:
Campaign proposal I (briefing) - Group presentation.
Case study - Mekanism.
Campaign proposal - Group report
Session 6:
Campaign proposal II (plan) - Group presentation
Conclusion.
Final exam - Individual exam
Programs
Programs where the course is taught: