シラバス Syllabus

授業名 Driving Digital Marketing
Course Title Driving Digital Marketing
担当教員 Instructor Name Ted Katagi
コード Couse Code EST116_G24V
授業形態 Class Type 講義 Regular course
授業形式 Class Format Live Virtual
単位 Credits 1
言語 Language EN
科目区分 Course Category 入門科目0系 / Pre
学位 Degree Exed
開講情報 Terms / Location 2024 GSM ONLINE Spring

授業の概要 Course Overview

Misson Statementとの関係性 / Connection to our Mission Statement

This course fosters Critical thinking as applied and communication though the Case Study Method. The cases deal with Global companies that are on the leading edge of the Digital Economy helping foster the Frontier Spirit and a Global mindset.

授業の目的(意義) / Importance of this course

This course focuses on the following complementary objectives: 1)Deepening knowledge of building Marketing Propositions. The internet has sped up the pace and nature of Marketing, but many of the basic principles of Marketing have not changed - particularly building a strong Proposition. 2)Understanding Digital Marketing: Internet Strategies, Commercial Models, Website Marketing, SEO Marketing, and Social Media Marketing. 3)Understanding how to integrate Digital Marketing: The basic Framework of Marketing (5Ps of Marketing) used is one developed by the instructor based on about a decade of experience running consumer marketing organizations. Digital Marketing is taught for conceptual knowledge more than specific knowledge since techniques change constantly and will have less lasting impact.

到達目標 / Achievement Goal


Students should NOT take this class if they plan on taking Digital Marketing as well.

IMPORTANT

Dear Class,

I love to teach MBA classes because students are generally here to really learn and benefit from their education. There is no better way to learn then to read the case and be engaged in the session. One way to ensure that people read their cases is to give an assignment to write a paper on each case. I think this results in much more work and does not necessarily raise the level of discussion in class.

Instead, I expect all students to read the case and for some reason if you did NOT read the case, I expect you to come clean tell me before class. The cases are not that hard to read - in worst case, you can skim the case and still try to answer the case questions. If you do not come clean on not reading the case AND I find you did not read the case (I do cold calls or I do see when students are engaged in one class and not in others) then I will give a Fail for the student in question. I realize that this is a bit severe, but the class is graded on a curve and it is a basic requirement to read the cases and also be honest about reading the case as well. If you come clean on not reading the case, you will have the option to have a make up assignment OR simply receive an F for discussion for that part of the class. There is no reason though not to read the case!

On a more positive side, I have found that having outdoor sessions during the post lunch lull is quite a good learning experience. It is outdoors, so please dress warmly! As one German student told me, there is a saying that there is no bad weather - just having the wrong clothing for the occasion!

In order to select which topics to discuss, I am posting an assignment quiz for topics for the outdoor real world discussions. Please choose the topic of most interest to you. Also, please post on this thread if there are other things that you want to learn about Digital Transformation (Dx) or about anything in business. I can cover many topics from a 40 career that spans being a Chief Marketing Officer of Verizon, Global Director for Commercial Strategy at Vodafone, head of Private Equity for Fidelity, Business Unit Head of Japan Telecom, or entrepreneur at Kenja.

本授業の該当ラーニングゴール Learning Goals

*本学の教育ミッションを具現化する形で設定されています。

LG1 Critical Thinking
LG2 Diversity Awareness
LG4 Effective Communication
LG5 Executive Leadership (EMBA)
LG6 Innovative Leadership (MBA)
LG7 Global Perspective (GLP)

受講後得られる具体的スキルや知識 Learning Outcomes


(1) Deepening knowledge of building Marketing Propositions. The internet has sped up the pace and nature of Marketing, but many of the basic principles of Marketing have not changed - particularly building a strong Proposition.
(2) Understanding Digital Marketing: Internet Strategies, Commercial Models, Website Marketing, SEO Marketing, and Social Media Marketing.
(3) Understanding how to integrate Digital Marketing

SDGsとの関連性 Relevance to Sustainable Development Goals

Goal 4 質の高い教育をみんなに(Quality Education)

教育手法 Teaching Method

教育手法 Teaching Method % of Course Time
インプット型 Traditional 40 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 60 %
フィールドメソッド Field Method 0 %
合計 Total 100 %

事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods

This course is taught by the case method, which allows students to develop problem-solving and problem-finding skills through reliving the management case examples and real events in existing companies from their own perspectives. The Participant Centered Learning involving discussions among students and role-plays provides students with effective and rich learning experiences, through which we aim at broadening students’ visions and understandings of the world as business professionals as well as teaching them necessary knowledge in business.

<Report>
The Small Group Report will be short in length – 4 pages. However, I expect quality thinking and thinking to go into it. It will be an interactive report and students can improve their grade if they keep using instructor feedback.
Group Project Deadline:1 to 2 weeks after the last class. To be decided by student vote.
Submission Method:Digital Upload Method

授業スケジュール Course Schedule

第1日(Day1)

Module 1 Theme:Internet Platforms and Strategy
Module 2 Theme:Digital Marketing Tactics

●使用するケース
Module 1 Case:Glossier: Co-Creating a Cult Brand with a Digital Community
Module 2 Case:HubSpot: Inbound Marketing and Web 2.0

第2日(Day2)

Module 3 Theme:Social Media Marketing
Module 4 Theme:Integration of Digital Marketing into standard Marketing Platforms

●使用するケース
Module 3 Case:Dollar Shave Club: Disrupting the Shaving Industry
Module 4 Case:Marketing Transformation at Mastercard

第3日(Day3)



第4日(Day4)



第5日(Day5)



第6日(Day6)



第7日(Day7)



成績評価方法 Evaluation Criteria

*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
講師用内規準拠 Method of Assessment Weights
コールドコール Cold Call 0 %
授業内での挙手発言 Class Contribution 40 %
クラス貢献度合計 Class Contribution Total 40 %
予習レポート Preparation Report 0 %
小テスト Quizzes / Tests 0 %
シミュレーション成績 Simulation 0 %
ケース試験 Case Exam 0 %
最終レポート Final Report 60 %
期末試験 Final Exam 0 %
参加者による相互評価 Peer Assessment 0 %
合計 Total 100 %

評価の留意事項 Notes on Evaluation Criteria

Students comments are evaluated primarily on quality of the comment. A high quality comment will be
A) Appropriate to the point of the discussion. (note to always answer the professor's question in class)
B) Provide an insight to help the whole class for the class understanding
3) Be well researched - it will show the level of preparation.
Quantity is important if you have not been speaking as this class is graded on a curve. It is truly a sad thing to discover students who write great papers that clearly could have contributed more in class. I encourage everyone to get in and contribute.

使用ケース一覧 List of Cases

    ケースは使用しません。

教科書 Textbook

  • Sunil Gupta, Joseph Davin「Marketing Reading: Digital Marketing」Harvard Business Review Press(2015)

参考文献・資料 Additional Readings and Resource

The Reader is a bit long, but it is highly recommended for students that are planning to actually directly do Digital Marketing in their job function going forward. I do not make it a requirement to read though given its length.

授業調査に対するコメント Comment on Course Evaluation

I have taught Internet Strategy, Marketing, and Consumer Behavior/Digital Marketing before. The focus this time will be on hands-on marketing as applied to a Digital Marketing Proposition. Students have appreciated that I have been a Chief Marketing Officer for Telecoms for over 10 years as well as CEO of a digital cloud software company.

担当教員のプロフィール About the Instructor 


Professor: Ted Katagi
Language: English
Ted is currently CEO of Kenja Corporation, a B2B Cloud Collaboration platform company selling to Enterprise Customers. He was also Head of Private Equity Asia for Fidelity Investments, Chief Marketing Officer of Vodafone Japan and Verizon Wireless (west), and Global Head of Commercial Strategy for Vodafone. Ted also worked at IBM and Bain and Company and holds an MBA from Harvard Business School as well as Computer Science and Economics degrees from UC Berkeley.







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