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Digital Marketing

Objectives

This course aims to provide students with a broad 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. It covers both theoretical foundations and practical applications. 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 and enduring understanding of the topic beyond current techniques and tools. Students, then, deploy these tools to plan, implement, and analyse a real digital marketing campaign, in partnership with Google and Nova SBE Haddad Entrepreneurship Institute. 

 

General characterization

Code

2441

Credits

3.5

Responsible teacher

Antonio Marinho Torres

Hours

Weekly - Available soon

Total - Available soon

Teaching language

English

Prerequisites

n/a 


Bibliography

A. Case Studies

(Bazaar) Measuring ROI on Sponsored Search Ads. CBS 2017 (CU181).

The Hunger Games: Catching Fire. Kellogg 2016 (KEL964).

Squatty Potty: Assessing Digital Marketing Campaign Data. Ivey 2018 (W18005). 

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 (2016). Customer Profitability and Lifetime Value. HBS (9-503-019).

Teixeira, Thales (2012). Marketing Communications. HBS (9-513-041). 


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 and enduring understanding of the topic beyond current techniques and tools; (2) case studies: class discussion of relevant case studies and other examples enables a concrete view of the topic; and (3) group project: planning, implementation, and analysis of a real digital marketing campaign, in partnership with Google and Nova SBE Haddad Entrepreneurship Institute, enable a truly hands-on approach to the topic. 

 

Evaluation method

A. Individual Assignments

Final exam 40%

Class participation 10%

B. Group Assignments

Campaign Initial Proposal 10%

Campaign Final Proposal 40% 


Subject matter

Introduction

Digital Presence

Consumer Decision Journey

Customer Lifetime Value

Marketing Communications

Campaign Planning at Google Ads (by Google)

Campaign Initial Proposal

Group Report 3 Apr 11

Campaign Initial Proposal

Campaign Management at Google Ads (by Google)

Case Study

Squatty Potty Campaign

Q&A

Branding in the Digital Age

Viral Marketing

Case Study

Campaign Final Proposal

Group Presentation

Conclusion