| 授業名 | Digital Marketing |
|---|---|
| Course Title | Digital Marketing |
| 担当教員 Instructor Name | Ted Katagi |
| コード Couse Code | GLP206_G20N |
| 授業形態 Class Type | 講義 Regular course |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | MBA |
| 開講情報 Terms / Location | 2020 GSM Nagoya 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:
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.
Understanding Digital Marketing: Internet Strategies, Commercial Models, Website Marketing, SEO Marketing, and Social Media Marketing.
Understanding how to integrate Digital Marketing into traditional the traditional marketing context.
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 mostly for conceptual knowledge more than specific knowledge since techniques change constantly and will have less lasting impact.
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.
Understanding Digital Marketing: Internet Strategies, Commercial Models, Website Marketing, SEO Marketing, and Social Media Marketing.
Understanding how to integrate Digital Marketing into traditional the traditional marketing context.
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 mostly for conceptual knowledge more than specific 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)
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
At the end of the course, students should be able to write a professional digital marketing proposition
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 0 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 100 % |
| 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.
授業スケジュール Course Schedule
第1日（Day1）
Case：Amazon, Apple, Facebook, and Google 2018
Case: Kenja - Business Continuity Practice
第2日（Day2）
＜Module 2：Date October 11th ＞Theme：Digital Marketing Promotion
Case： Hubspot
Case : Buzzfeed - The Promise of Native Advertising
第3日（Day3）
＜Module 3：Date October 17th＞Theme：Digital Marketing Propositions
Case： Glossier: Co-Creating a Cult Brand with Digital Marketing
Case : Dollar Shave Club
●使用するケース
第4日（Day4）
＜Module 4：Date October 18th＞Theme：Digital Marketing Platforms
Case： Coca Cola
Case : MasterCard
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。
Deadline：One week after the end of the class on last day
Submission method：Digital Upload Method
*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
Group Project: Details To be AnnouncedDeadline：One week after the end of the class on last day
Submission method：Digital Upload Method
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
This is my 4th Digital Marketing time teaching this course. Previous Classes were evaluated highly based on the professor’s experience in being a CMO for Vodafone and Verizon as well as the CEO of a Cloud Based Software company. Cases have been updated to reflect newer and different subjects.
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.