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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