シラバス Syllabus

授業名 Digital Marketing
Course Title Digital Marketing
担当教員 Instructor Name Ted Katagi
コード Couse Code GLP222_G21N
授業形態 Class Type 講義 Regular course
授業形式 Class Format On Campus
単位 Credits 2
言語 Language EN
科目区分 Course Category 応用科目200系 / Applied
学位 Degree MBA
開講情報 Terms / Location 2021 GSM Nagoya Fall

授業の概要 Course Overview

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

Digital Marketing is taught mostly for conceptual knowledge more than specific knowledge since techniques change constantly and will have less lasting impact. 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.

Note that Driving Digital Marketing and Digital Marketing are the same course but geared towards a different audience. Please get the professor's approval before signing up for both Driving Digital Marketing and Digital Marketing.

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.

到達目標 / Achievement Goal


At the end of the course, students should be able to write a professional digital marketing proposition.

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


See: Goal

SDGsとの関連性 Relevance to Sustainable Development Goals

Goal 9 産業と技術革新の基盤をつくろう(Industry, Innovation and Infrastructure)

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)

Theme:Internet Platforms and Strategy
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

第4日(Day4)

<Module 4:Date October 18th>
Theme:Digital Marketing Platforms
Case: Coca Cola
Case : MasterCard


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

Group Project: Details To be Announced
Deadline:One to two weeks after the end of the class on last day (decided by class vote)
Submission method:Digital Upload Method

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

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. I always try to teach with the student learning objectives in mind, so please make sure to tell me what you want to learn on the first day. We will try to center more of the discussion around those topics.

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

This is my 5th 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.







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