Week By Week
- Introduction to Digital Marketing: Understand the foundations of marketing and how they have been transformed by the digital revolution.
- Critical Thinking about Digital Tools: Explore the impact of digital tools on businesses and consumers through real-world examples.
- Marketing Job Opportunities: Discover various career paths available in marketing, including examples like Ethan Clinic.
- The 4 Ps of Marketing: Learn about the concept of the Marketing Mix, focusing on product, promotion, placement, and price.
- Customer Co-Creation: Examine case studies on Threadless T-Shirts (2000-2014) and the Sharing Economy (Uber, Airbnb, Lending Club).
- Promotion: Understand the role of promotion in the marketing mix, including brand awareness and the impact of digital tools.
- User Generated Content (UGC): Learn about UGC and its influence on promotional messages. Explore Doppelganger Brands and analyze the GoPro case study. Discuss self-manufacturing and platforms like Thingiverse.com.
- Price: Explore the pricing aspect of the marketing mix.
- Digital Pricing Strategies: Examine emerging concepts such as Pay What You Want (PWYW) and Freemium pricing.
- Analyze Real-World Cases: Study examples of companies implementing PWYW and Freemium pricing strategies.
- Understanding Digital Media: Explore the impact of digital media on human communication.
- Facebook: Discuss the role of Facebook in digital marketing.
- Content Marketing: Learn about the importance of content marketing in digital strategies.
- Know Your Target: Identify and Reach Target Consumers through new methods.
- Digital Content and Communication Channels: Understand the significance of digital content and various communication channels.
- Online Advertising: Explore opportunities and challenges in online advertising.
- Search Engine Optimization (SEO)
- Social Media Marketing
- Video Marketing
- Email Marketing
- Website Marketing
- Paid Search/Contextual Advertising
- Understanding Mobiles: Discuss the impact of mobile devices on marketing strategies.
- Marketing Plans: Understand the importance of a marketing plan and how to create one.
- Marketing Plan Project: Students develop a marketing plan for a company, applying the knowledge and concepts learned throughout the course.
- Implementation and refinement of the marketing plan project, with guidance and feedback from the instructor.
- Evaluation and Assessment: Conduct evaluations and assessments to measure student understanding and performance in the marketing plan project.