2021 Digital Marketing

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Academic unit or major
Graduate major in Technology and Innovation Management
Instructor(s)
Sasahara Kazutoshi 
Course component(s)
Lecture    (ZOOM)
Day/Period(Room No.)
Sat1-2()  
Group
-
Course number
TIM.B535
Credits
1
Academic year
2021
Offered quarter
4Q
Syllabus updated
2021/3/19
Lecture notes updated
-
Language used
Japanese
Access Index

Course description and aims

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.

Student learning outcomes

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.

Keywords

Consumer behavior, Information system, Social media, Product strategy, Targeting, Channels, Business models, Promotions

Competencies that will be developed

Specialist skills Intercultural skills Communication skills Critical thinking skills Practical and/or problem-solving skills

Class flow

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

  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

Out-of-Class Study Time (Preparation and Review)

After the lecture, it is recommended to read and review the relevant sections of the reference books.

Textbook(s)

Slides will be provided.

Reference books, course materials, etc.

Marketing 4.0: Moving from Traditional to Digital

Assessment criteria and methods

Class contribution 30%, Group work 40%, Report 30%

Related courses

  • TIM.C401 : Ecosystem Management I
  • TIM.C401 : Ecosystem Management I
  • TIM.B414 : Strategic Management I
  • TIM.B415 : Strategic Management II

Prerequisites (i.e., required knowledge, skills, courses, etc.)

None

Contact information (e-mail and phone)    Notice : Please replace from "[at]" to "@"(half-width character).

sasahara.k.aa[at]m.titech.ac.jp (replace [at] with [at])

Office hours

Please email me in advance.

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