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 EST209_G20T
授業形態 Class Type 講義 Regular course
授業形式 Class Format
単位 Credits 1
言語 Language EN
科目区分 Course Category
学位 Degree Exed
開講情報 Terms / Location 2020 GSM Tokyo Fall

授業の概要 Course Overview

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

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 specifc knowledge since techniques change constantly and will have less lasting impact.

到達目標 / Achievement Goal


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)
LG8 Tax Accounting Consulting Skills (MSc)

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

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 Individual Report will be short in length – 2 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:At the end of the class on last day.
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

Module 1 Case:Amazon, Apple, Facebook, and Google 2018
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

Module 3 Case:Dove: Evolution of a Brand
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

Note on class attendance: Missing classes will be reflected in your participation grade since you will not be available to contribute during the class and any exercise for that session. Leaving after the lecture break will constitute an absence.

Note on plagiarism and cheating: Any assignment that has plagiarism will result in 0 points for that assignment. Any cheating on exams will also result in 0 points for that exam. It is imperative that you cite and reference appropriately to avoid appearing to plagiarize.

Note on course concerns:
If you have any questions about the class or class material, you are encouraged to meet with me on class days, contact me via email,or set up an appointment to talk by phone.

Class courtesy:
Please switch your cell phones on silent mode or of during class. Also, please use your laptop computers for class use only. Please do not have side discussions (even if it is about the class topic) since this distracts from the main course discussion

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

-

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.

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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