DIGITAL AND SOCIAL MEDIA MARKETING

Transcription

1 DIGITAL AND SOCIAL MEDIA MARKETING Course code Course title Type of course Stage of study GRAV030 Digital and social media marketing Compulsory Graduate ECTS 6; 36 hours of class work, 124 hours of self-study, 2 hours of consultations Coordinating lecturer Study form Course prerequisites Language of instruction Course description Assist. Prof. Vatroslav Skare, vskare@efzg.hr Full time Undergraduate diploma; Basic marketing course (e.g. Principles of Marketing, Marketing 1, Marketing Management or similar) English The course builds on traditional marketing courses and discusses digital strategies and tactics from a brand perspective. Beside more general overview of the digital marketing and social media phenomena, the course will focus on topics which are critical in leveraging the power of social media, such are: content management, development of social media presence, mobile marketing and viral marketing. It will be discussed how power has been shifted from brands to consumers, how to engage consumers through social media, and what is the interplay between social media and other digital marketing activities. Course aim 1. Providing students with a comprehensive understanding of how digital technologies and the rise of social media are changing marketing strategies and tactics across different industries. 2. Learning about marketing concepts that are relevant in the digital environment, analyzing best practice examples, and developing skills for creating, delivering and communicating value by using digital marketing tools and social media platforms. 3. Providing students with insights into current digital marketing and social media trends. 4. Teaching students how to combine digital and offline marketing tactics. Learning outcomes Course learning outcomes (CLO) Study methods Assessment methods CLO1. To get acquainted with core digital marketing concepts and the specifics of digital marketing environment CLO2. To be able to assess the marketing potential of digital technologies for a particular real-life marketing challenge CLO3. To gain in-depth understanding of the value of data in digital marketing and developing skills for data acquisition, analysis and its usage for digital marketing decisionmaking CLO4. To understand the new role of consumers in digital environment and to be able to develop digital personas CLO5. To be able to propose relevant online value propositions and tactics to create value in the digital environment, choose relevant digital platforms and propose digital tactics to achieve marketing goals. To foster a holistic approach to marketing management by critically thinking 1

2 about new digital marketing trends, and questioning their applicability for marketing strategy in contemporary business. Quality assurance Interactive teaching methods, case examples, whole class discussions and course project will be employed to enhance the quality of studies. Lectures will consist of lectures, examples, in-class discussions, group course project, article discussions, group presentations and individual final class exam. Course content Day Day 1 (Monday, 14th Day 2 (Tuesday, 15th Day 3 (Wednesday, 16th Day 4 (Thursday, 17th Topic Introduction to digital and social media marketing How digital technologies are transforming marketing; Key terms and concepts; Distinctive properties of digital marketing Digital media landscape Paid-Owned-Earned media; Social media platforms; Digital audience measurement New role of the consumer in digital environment Permission marketing; Prosumers; Cocreation; Crowdsourcing; Online consumer behaviour models; Digital communities Strategic approach to digital and social media marketing Digital marketing strategy framework; Digital analytics; Key performance indicators Digital branding Shift of power from brands to consumers; Digital brand positioning; Customer engagement; Anti-Branding Value in digital environment Online value proposition; Creating, delivering and communicating value Readings (Note: additional readings will be announced in the 1st session) Tiago, M.T.P.M.B., Verissimo, J.M.C. (2014) Digital marketing and social media: Why bother? Business Horizons, 57, pgs Constantinides, E. (2014) Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences 148, pgs Corcoran, S. (2009) Defining Earned, Owned And Paid Media. Forrester Blogs [ e_marketing/2009/12/defining-earnedowned-and-paid-media.html] Deighton, J., Kornfeld, L. (2009) Interactivity's Unanticipated Consequences for Marketers and Marketing, Journal of Interactive Marketing 23 (1), pgs Court, D., Elzinga, D., Mulder, S., Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3, pp van Bommel, E., Edelman, D., Ungerman, K. (2014). Digitizing the consumer decision journey. McKinsey &Company[ siness-functions/marketing-andsales/our-insights/digitizing-theconsumer-decision-journey] Lay, J. R. (2014). Digital Personas. Credit Union Management, pp Felix, R., Rauschnabel P.A., Hinsch C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research Web Analytics Association (2008). Web Analytics Definitions Rubinstein, H., Griffiths, C. (2001). Branding matters more on the Internet. Brand Management, 8 (6), pgs Simmons, G.J. (2007) i-branding: developing the internet as a branding tool. Marketing Intelligence & Planning, 25 (6), pgs Krishnamurthy, S., Umit Kucuk, S. (2009) Anti-branding on the internet. Journal of Business Research, 62, pgs

3 Day 5 (Friday, 18th Developing and managing digital and social media presence Choosing relevant digital and social media platforms; Designing user experience; Content distribution; Managing interactions Manganari, E. E., Siomkos, G. J., Vrechopoulos, A. P. (2009) Store atmosphere in web retailing. European Journal of Marketing, 43 (9/10), str Francis, J. E. (2007) Internet retailing quality: one size does not fit all, Managing Service Quality, 17 (3), str Day 6 (Monday, 21st November 2016) Content strategy Content mission; Choosing relevant content types; Content development; User generated content; Curated content Mangold, W. G., Faulds, D. J. (2009) Social media: The new hybrid element of the promotion mix, Business Horizons, 52, str Day 7 (Tuesday, 22nd November 2016) The interplay between social media marketing and other digital communication activities Search-engine optimization; PPC advertising; Display advertising; Direct and newsletters Taylor, C. R. (2009) The Six Principles of Digital Advertising. International Journal of Advertising, 28 (3), str Troung, Y., McColl, R., Kitchen, P. (2010) Practicioners' perceptions of advertising strategies for digital media. International Journal of Advertising, 29(5), str Day 8 (Wednesday, 23rd November 2016) Presentation preparation day (Thursday, 24th Day 9 (Friday, 25th Final exam (Wednesday, 30th Mobile marketing Mobile platforms; Mobile web and applications; Mobile commerce and showrooming; Locationbased services Integrating digital and offline marketing activities Organizing digital and social media marketing activities; Outsourcing Gupta, S. (2013) For Mobile Devices, Think Apps Not Ads. Harvard Business Review. March 2013, str Smutkupt, P., Krairit, D., Esichaikul, V. (2010) Mobile marketing: Implications for Marketing Strategies. International Journal of Mobile Marketing, 5(2), str Shankar, V., Venkatesh, A., Hofacker, C., Naik, P. (2010) Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues. Journal of Interactive Marketing, 24, str Teams will finalize their course projects and prepare for the presentations. COURSE PROJECT PRESENTATIONS FINAL EXAM Self-study and assessment Assignment Number of self-study hours Percentage of the total grade,% Course project Final exam Total Assignments and evaluation 3

4 Assessment for this course will have two components: 1. Course project: Social Media Marketing Strategy (40%) Student will work in teams and their task will be to develop and present a social media marketing strategy for a given company/organization/cause. Social media marketing strategy has to deal with the following issues: analysis of current social media use by the company/organization/cause; social media marketing goals setting; development of digital consumer personas; choosing relevant social media platforms; writing guidelines for content development and social media presence management. Detailed course assignment guidelines will be provided during the first lecture day. 2. Written final exam (60%) The exam is based on the required readings. It will consist of multiple choice questions, short answer questions, and problem-solving questions. Re-take of the exam In case of a negative final grade, students are allowed a retake. It will cover all course material. The weight of the retake is 60% of the final cumulative grade. Course project cannot be retaken. Teaching methods and active participation The course will utilize a combination of teaching methods including lectures, in-class discussions, workshops, student presentations and readings. Student participation and interaction are highly encouraged and expected. Course readings (Note: additional readings will be announced during the 1 st session) Constantinides, E. (2014) Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences 148, pgs Corcoran, S. (2009) Defining Earned, Owned And Paid Media. Forrester Blogs [ Court, D., Elzinga, D., Mulder, S., Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3, pp Deighton, J., Kornfeld, L. (2009) Interactivity's Unanticipated Consequences for Marketers and Marketing, Journal of Interactive Marketing 23 (1), pgs Felix, R., Rauschnabel P.A., Hinsch C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research Francis, J. E. (2007) Internet retailing quality: one size does not fit all, Managing Service Quality, 17 (3), str Gupta, S. (2013) For Mobile Devices, Think Apps Not Ads. Harvard Business Review. March 2013, str Krishnamurthy, S., Umit Kucuk, S. (2009) Anti-branding on the internet. Journal of Business Research, 62, pgs Lay, J. R. (2014). Digital Personas. Credit Union Management, pp Manganari, E. E., Siomkos, G. J., Vrechopoulos, A. P. (2009) Store atmosphere in web retailing. European Journal of Marketing, 43 (9/10), str Mangold, W. G., Faulds, D. J. (2009) Social media: The new hybrid element of the promotion mix, Business Horizons, 52, str Rubinstein, H., Griffiths, C. (2001). Branding matters more on the Internet. Brand Management, 8 (6), pgs Shankar, V., Venkatesh, A., Hofacker, C., Naik, P. (2010) Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues. Journal of Interactive Marketing, 24, str Simmons, G.J. (2007) i-branding: developing the internet as a branding tool. Marketing Intelligence & Planning, 25 (6), pgs Smutkupt, P., Krairit, D., Esichaikul, V. (2010) Mobile marketing: Implications for Marketing Strategies. International Journal of Mobile Marketing, 5(2), str Taylor, C. R. (2009) The Six Principles of Digital Advertising. International Journal of Advertising, 28 (3), str Tiago, M.T.P.M.B., Verissimo, J.M.C. (2014) Digital marketing and social media: Why bother? Business Horizons, 57, pgs Troung, Y., McColl, R., Kitchen, P. (2010) Practicioners' perceptions of advertising strategies for digital media. International Journal of Advertising, 29(5), str

5 van Bommel, E., Edelman, D., Ungerman, K. (2014). Digitizing the consumer decision journey. McKinsey &Company[ Web Analytics Association (2008). Web Analytics Definitions Course readings will be provided in the course webpage e-learning platform alongside with the modules handouts (slides). All the material will not be covered in detail during the modules but will provide a basis for in-class discussions. Additional suggested readings Chaffey, D., Ellis-Chadwick, F. (2015) Digital Marketing: Strategy, Implementation and Practice (6th Edition). Pearson. Stokes, R. and The Minds of Quirk (2013) emarketing: The essential guide to digital marketing, Quirk emarketing (Pty) Ltd (available online: Specific programme learning outcomes S1. Will be able to analyse a company or an organization as an integral unit, which strives for certain goals in a market or social environment by effectively distributing their finite resources among objects and business activities and obtains synergies from coordinated function planning, organization and management. CLO S2. Will acquire the knowledge and understanding of the main innovation management theories and approaches and will be able to identify opportunities and possibilities for competitive advantage through innovation. S3. Be able to identify new possibilities in national and international markets, to foresee, to analyse and to assess target markets, their potential, to adapt the old products and services and to develop the new ones for these markets, to communicate effectively one s proposals to the market. CLO5 S.4. Will have developed the insights and skills, necessary to analyse and structure business financial information, to make financial forecasts and apply valuation models, supporting value-adding business decisions. S.5. Demonstrate the fundamental knowledge of strategic and marketing management concepts and techniques and be able to make objective strategic & marketing decisions and present well supported recommendations for future action. S.6. Demonstrate knowledge and understanding of organizational and strategic project management process, with special emphasis on its life cycle, and be able to use the tools in managing and delivering innovation projects. S7. Acquire the knowledge of how cognitive, behavioural, and emotional outcomes contribute to and sustain organizations, identifying processes and methods that can improve the behaviour, attitudes, and effectiveness of organizational members, with a particular emphasis on innovation and change management. S8. Demonstrate knowledge and skills for effective technology transfer activities, have competences to make complex decisions for innovation development and solve technology commercialization issues, using knowledge transfer models and technology transfer networks for business companies or research institutions. S9. Demonstrate the knowledge of concepts and tools of starting and developing a new technology venture. S10. Have developed the creative mind-set and innovation capabilities of an entrepreneurial leader (design thinking). 5

6 General programme learning outcomes CLO G1. Be able to apply modern information technologies in the data gathering, analysis and communication. CLO3 G2. Demonstrate a systematic, critical and constructive thinking in problem identification and solving. G3. Be able to communicate well and express thoughts orally and in writing with specialists and nonspecialist audiences. G4. Demonstrate the competences of an independent learner. G5. To communicate and to work effectively in an intercultural and interdisciplinary group or team. G.6. Demonstrate leadership skills. CLO4, CLO5 CLO4, CLO5, CLO4, CLO5, 6