Week By Week

Week 1:

Lesson A:

• 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.

Lesson B:

• 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.

Week 2:

Lesson A:

• 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.

Lesson B:

• 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.

Week 3:

Lesson A:

• 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.

Lesson B:

• Search Engine Optimization (SEO)
• Social Media Marketing
• Video Marketing
• Email Marketing
• Blogging
• Website Marketing
• Paid Search/Contextual Advertising
• Understanding Mobiles: Discuss the impact of mobile devices on marketing strategies.

Week 4:

Lesson A:

• Marketing Plans: Understand the importance of a marketing plan and how to create one.

Lesson B:

• Marketing Plan Project: Students develop a marketing plan for a company, applying the knowledge and concepts learned throughout the course.

Week 5:

Lesson A:

• Implementation and refinement of the marketing plan project, with guidance and feedback from the instructor.

Lesson B:

• Evaluation and Assessment: Conduct evaluations and assessments to measure student understanding and performance in the marketing plan project.