In this course, students will learn the basic theories and concepts of digital marketing, strategy and management in a systematic manner, and acquire knowledge and skills that can be applied in practice, with examples of corporate marketing strategies.
The goal of this lecture is to master the basic concepts and techniques of digital marketing and to acquire the practical skills to formulate marketing strategies and manage.
Consumer behavior, Information system, Social media, Product strategy, Targeting, Channels, Business models, Promotions
|✔ Specialist skills||Intercultural skills||Communication skills||Critical thinking skills||✔ Practical and/or problem-solving skills|
This lecture will be carried out with discussion in an interactive manner. Group work will involve research and analysis of digital marketing cases to design and validate marketing strategies. In addition, we will invite corporate marketing practitioners to lecture and discussion about the latest digital marketing trends.
|Course schedule||Required learning|
|Class 1||An introduction to digital marketing||An overview of marketing in the digital world|
|Class 2||Basic concepts of digital marketing||Understand consumer behavior and business models in the digital world|
|Class 3||Digital marketing strategies(1)||Uunderstand product and pricing strategies in digital marketing|
|Class 4||Digital marketing strategies(2)||Understand channel and promotion strategies in digital marketing|
|Class 5||Digital marketing management||Understand the research and information systems involved in digital marketing management|
|Class 6||Guest lecture (1)||Learn about the latest trend of digital marketing|
|Class 7||Guest lecture (2)||Learn about the latest trend of digital marketing|
After the lecture, it is recommended to read and review the relevant sections of the reference books.
Slides will be provided.
Marketing 4.0: Moving from Traditional to Digital
Class contribution 30%, Group work 40%, Report 30%
sasahara.k.aa[at]m.titech.ac.jp (replace [at] with [at])
Please email me in advance.