Digital Marketing Strategy (CK25838)

General information

Type:	OP	Curs:	1	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
	Lil Mohan	Marketing	ENG

Participants in this course must be familiar with basic marketing principles.

Suggested independent study hours: 2-3 hours prior reading prep for each session,
1 hour at the end of each day, about 6-8 hours of independent work for the individual assignment, and about 20 hours (total) of group work for the group project.

This course, Digital Marketing Strategy (DMS) primarily focuses on understanding:
(i) how digital consumers behave and what are the most effective ways to digitally engage with them, (ii) how one creates digital marketing strategies and programs,
(iii) what frameworks and metrics to apply where & when, and, (iv) how one seamlessly combines digital with traditional off-line marketing strategies and programs.

Upon successful completion of this course, students will
- cultivate a way of thinking that will help them navigate this ever-shifting digital landscape, and
- learn how to use various current digital marketing techniques, including: content marketing, advertising, search, apps, social media, location-based, and omni-channel marketing.
I have tailored the course such that students will leave equipped with frameworks, strategies and hands-on experience that they can apply directly at work.

1. Introduction to DMS & The 3C Framework Engaging with a new consumer generation. The 3C Framework - how to Connect, Convert, & Continuously Engage with digital consumers. Required Readings: - Branding In The Digital Age - HBR - How Mobile Has Changed How People Get Things Done - ThinkWithGoogle - Competing on Customer Journeys - HBR - Understanding Digital Marketing (3rd. Ed) - Damian Ryan, Ch. 2: At First, Think

2. Content Marketing & The Cult Of Metrics The POEM media model. Content marketing - what it is and how to build a content strategy. Slotting metrics into the 3C Framework. Required Cases and Readings: - LEGO Products - Building Customer Communities Through Technology - HBS Case - Collaborating With Customer Communities - Lessons From Lego Group - HBR - What Works In Content Marketing - Search Engine Journal - Web Analytics 2.0, Ch 5: The Key to Glory: Measuring Success

3. Search Marketing 1: Organic, Search & SEO Search engines: How they work. Optimizing content for search. Strategy for buying search terms. Required Cases and Readings: - Online Marketing at Big Skinny - HBS Case - Introduction to SEO - HubSpot EBook - An In-Depth Look Into Googles RankBrain Algorithm - SEMRush Blog - How to Rank Well in Amazon the USs Largest Product Search Engine - Moz

4. Search Marketing 2: Paid Search Sponsored searches, and AdWords. Sponsored placements on Amazon. Required Cases and Readings: - Audio Advice - From Retail To E-tail - HBS Case - Paid Search Advertising - HBR - Are Amazon Sponsored Products Ads Worth It - Hubspot - Search Engine Optimization versus Pay Per Click - What to Invest In - AWR

5. Digital & Social Advertising, & Mobile App Marketing Digital and Native advertising. Social Advertising: Leveraging the Facebook social graph. Mobile & In-App advertising. Driving Continuous engagement in apps. Required Cases and Readings: - Buzzfeed - The Promise of Native Advertising - HBS Case - A Beginner's Guide to Mobile Marketing - Ch. 6: Mobile Advertising - Good Native Advertising Isn't a Secret - HBR - Designing Branded Mobile Apps - Fundamentals And Recommendations - HBS

6. Social Media: Listening, Creating, & Sharing Content Social Media listening, gathering insights from customers. Creating and managing and sharing user-generated content. Required Cases and Readings: - L'Oreal Paris Hair Coloring - HBS Case - A Guide to Social Media Listening for Your Business - Hootsuite Blog - Social Engagement Metrics That Matter - Moz Blog - Creating Online Videos That Engage Viewers - HBS

7. Omni-Channel: Combining Digital With Physical-Local Combining the benefits of digital location and mobile - LBM, geo-fencing and precision location targeting. Required Cases and Readings: - Showrooming At Best Buy - HBS Case - Re-inventing Best Buy - HBS Case - Can You Win Back Online Shoppers - HBR - Geo-location and Local Digital Marketing - HBR

8. Omni-Channel: Strategy for Seamless Convergence Creating an omni-channel marketing strategy by seamlessly merging the benefits of on-line and brick-and-mortar. Required Cases and Readings: - Sephora Direct - HBS Case - Digital Physical Mashup - HBR - Why Retailers Still Struggle With Omni-Channel - And How They Can Conquer The Challenge - Retail Dive - The Future of Shopping - HBR

I have designed this class for 8 sessions - each 3 hours long. In each session, we will spend roughly two-thirds of our time on discussing concepts, frameworks, and strategy. The remaining portion of the time will be focused on discussing and analyzing a specific case study that illustrates the relevant concepts.
For each session, I have set up (i) a set of reading materials, (ii) a case for in-class discussion and (iii) a set of questions related to the case. These will all be available in the course site. Prior to every session, students should have read the required readings and come prepared to discuss the questions related to the case.
Student class participation is crucial for getting the most out of class sessions. Reading the set of pre-assigned reading material prior to each class is essential, as it serves as the foundation for the class discussions. It is important that you come to class prepared to discuss relevant concepts and defend your analysis of the assigned case. High quality discussions and debates in the classroom will significantly enhance your learning experience.
There is an extensive amount of reading required for this course. In addition to my lecture notes, we will use a wide array of topical content including blogs, posts, articles, cases, and book chapters.

Guidelines for student in-class behavior: I expect each of you to:
- attend all 8 sessions - absences will seriously hurt your contribution grade,
- be in your seats on-time for each session,
- keep your laptop computers shut while you are in class,
- turn off your mobile phones during the class sessions, &
- sit in the same seat for the duration of the course with your name-card prominently displayed - as this will aid my evaluation of your in-class contributions.

ASSESSMENT BREAKDOWN

The list of required readings is included with this syllabus (see the detailed course sessions overview in section 4 above). All class presentations, cases, articles, blogs, book excerpts etc. will be be available on the course site. There are no required textbooks. However, I recommend that you read the following books:
- Understanding Digital Marketing - Marketing Strategies for Engaging the Digital Generation, Kogan, 2012 - Damian Ryan
- Web Analytics 2.0 - The Art of Online Accountability & Science of Customer Centricity, Wiley, 2010 - Avinash Kaushik
- Epic Content Marketing - How To Tell A Different Story, ..., And Win More By Marketing Less, McGraw Hill 2014 - Joe Pulizzi
- Growth Hacker Marketing - A Primer On The Future of PR, Marketing, And Advertising, Portfolio Penguin 2014 - Ryan Holiday
- A Social Strategy - How We Profit From Social Media, Princeton University Press, 2014 - Mikolai Jan Piskorski
- Contagious - Why Things Catch On, New York, NY, Simon & Schuster, 2013 - Jonah Berger
- Don't Make Me Think - A Common-Sense Approach To Web Usability, Berkeley, CA, New Riders, 2006 - Steve Krug

Faculty Leading This Course:

Lil Mohan is an entrepreneur and an academic. He brings to his work a variety of experiences from Amazon, Intel, Motorola, Sun Microsystems, and two successful high-tech start-up companies: Junglee and Snapstick. In his career so far, he and his teams have successfully brought to market several new products and services into the E and M-Commerce, Retail, Digital Media & Entertainment, and Mobile SaaS sectors.

In addition to teaching at ESADE, Lil is Adjunct Professor of Marketing at the University of Chicago Booth School of Business, the London School of Business, the Indian Institute of Management, Ahmedabad, and at the Indian School of Business where he teaches Digital & Social Media Marketing, Mobile Commerce, New Product Innovation, and FinTech to MBA and Exec. MBA students. He also consults independently for technology companies in the areas of product design, product marketing, and marketing strategy.
Before this, Lil was Managing Director for Intel's 4G mobile wireless program in Emerging Markets, prior to which, he was VP of Business Strategy at Motorola's Mobility division.
Earlier, Lil was General Manager of Amazon's mobile platform BU, where his team built the world's first retail M-commerce application Amazon Anywhere, enabling customers to find and buy products on their mobile devices. Lil has also been a partner at J.P. Morgan Partners Advisors, where he co-managed an early-stage venture fund.
Lil has a PhD in EE from Purdue University, a Post-Graduate Diploma in Management from the Indian Institute of Management, Ahmedabad, India, and a BS in EE from the Indian Institute of Science, Bangalore, India.

Group	Teacher	Department
	Lil Mohan	Marketing