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.

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.

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

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。

See: Goal

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 %

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.

*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 AnnouncedDeadline：One to two weeks after the end of the class on last day (decided by class vote)
Submission method：Digital Upload Method

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

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.

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.