MARKETING IN A DIGITAL WORLD*

概要

The world of business has been transformed in recent decades through the rise of the internet and other digital technologies such as Big Data, AI and Machine Learning. This course explores at the hand of case studies how marketers can thrive in this new digital, tech-enabled environment. The focus will be mainly on strategic and tactical questions faced by senior management (business strategy, marketing strategy), rather than executional detail. What this course does NOT intend to do is train you in the specifics of Google Analytics, Google Ads, Search Engine Optimization, etc. There are many free online courses that teach you the mechanics of those. However, this course should be useful in helping you think about and plan for these tools, so that you can use them effectively. Prospective students should take note of the intensive use of case studies in this course. The total cost of the cases will be around 6,000 Yen, and I will recommend a supplementary text that costs around 2,000 Yen. Most of these are award-winning cases or otherwise chosen for interesting, relevant and up-to-date content. The case studies listed below are illustrative, I will review them at the start of the course and replace a few of them with more recent ones.

目標

This course aims to make students more effective strategic thinkers in the tech-driven / digital marketing context. A secondary objective is to teach students the whats, whys and hows of the various tools available.

授業外の学習

●Preparation of case studies (90 minutes). ●Online quizzes with readings (60 minutes) ●Review class lecture and do quizzes (40 minutes)

所要時間: 190 minutes per lecture.