| 授業名 | Digital Marketing |
|---|---|
| Course Title | Digital Marketing |
| 担当教員 Instructor Name | 梁 敬烈（Yang Gyung Yeol） |
| コード Couse Code | NUC431_N24B |
| 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 | 専門教育科目 / Specialized Subject |
| 学位 Degree | BBA |
| 開講情報 Terms / Location | 2024 UG Nisshin Term4 |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
Discussing the latest digital marketing practices through diverse cases and concrete comprehension of theories will help students understand the dynamic marketing world and become future leaders in this rapidly changing digital world.
授業の目的（意義） / Importance of this course
As digital marketing has become an essential component of marketing strategy, companies are shifting some of their marketing efforts to digital technologies such as search engines, social media, and mobile. These technologies influence customers and also have an impact on companies’ performance. Students must now understand these digital strategies and familiarize themselves with the technologies underlying them.
到達目標 / Achievement Goal
This introductory digital marketing course is designed to provide insights into some marketing strategies using Internet-based (digital) technologies. Through a combination of lectures, case studies, and course projects, students will develop a systematic understanding of digital marketing.
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
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Managerial Perspectives (BBA)
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Managerial Perspectives (BBA)
受講後得られる具体的スキルや知識 Learning Outcomes
At the end of the course, it is expected that students will be able to:
1. Be familiar with digital marketing concepts, theories, and issues.
2. Familiarize with some of the technology underlying these strategies from the perspective of a marketing manager
3. Understand the major digital marketing tools: online ads, search engine optimization, paid search ads, organic social media, social media ads, and others.
4. Develop analytical abilities to solve real-life problems
5. Learn to develop, implement, and evaluate a digital marketing plan
6. Explore the future development of digital marketing
1. Be familiar with digital marketing concepts, theories, and issues.
2. Familiarize with some of the technology underlying these strategies from the perspective of a marketing manager
3. Understand the major digital marketing tools: online ads, search engine optimization, paid search ads, organic social media, social media ads, and others.
4. Develop analytical abilities to solve real-life problems
5. Learn to develop, implement, and evaluate a digital marketing plan
6. Explore the future development of 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 | 30 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 70 % |
| 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
(Course prerequisite)
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture. If needed, please conduct an online or library search on the corresponding theme/topic to be discussed.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. The details for the preparation report will be announced on Google Classroom. This report should be submitted through Google Classroom. Approximately 300 words are expected per question.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
(Feedback)
Students will get feedback on their assignments through Google Classroom. Students are recommended to schedule with the instructor during office hours if they want more information.
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture. If needed, please conduct an online or library search on the corresponding theme/topic to be discussed.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. The details for the preparation report will be announced on Google Classroom. This report should be submitted through Google Classroom. Approximately 300 words are expected per question.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
(Feedback)
Students will get feedback on their assignments through Google Classroom. Students are recommended to schedule with the instructor during office hours if they want more information.
授業スケジュール Course Schedule
第1日（Day1）
Discussion Topic/Theme:D2C Business Model in the Digital Age
●使用するケース
Direct to Consumer Brands第2日（Day2）
Discussion Topic/Theme:Digital Transformation, QSR (Quick Service Retail) Industry
●使用するケース
Tech with a Side of Pizza: How Dominos Rose to the Top第3日（Day3）
Discussion Topic/Theme:Digital Business & Disruption, Financial Business
●使用するケース
Telenor: Revitalizing Retail Banking in Serbia (Digital Transformation of Customer Experience)第4日（Day4）
Discussion Topic/Theme:E-commerce
●使用するケース
Shopee vs. Lazada: A battle of Titans for e-commerce supremacy in South-East Asia第5日（Day5）
Discussion Topic/Theme:AI, Data Algorithm
●使用するケース
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)第6日（Day6）
Discussion Topic/Theme:Digital Marketing Strategy, Social Media Marketing, Website Marketing
●使用するケース
Zenxin Organic: From Brick and Mortar to Digital Retail第7日（Day7）
Discussion Topic/Theme:Social Media Campaign, a non-profit organization
●使用するケース
La Protectora: Engaging in Social Media for a Social Cause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。
- Class participation:
Regular class attendance and sincere engagement in the case discussions are essential to achieve the learning objectives. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class without engagement will fail a major section of your grade.
*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 | 30 % |
| 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 | 30 % |
| 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
- Reports are expected to be submitted before the deadline. Late submissions will NOT be accepted.- Class participation:
Regular class attendance and sincere engagement in the case discussions are essential to achieve the learning objectives. Students are strongly encouraged to participate proactively in class discussions. Merely attending the class without engagement will fail a major section of your grade.
教科書 Textbook
- Rob Stokes「eMarketing: The Essential Guide to Marketing in a Digital World」Red & Yellow（2013）
参考文献・資料 Additional Readings and Resource
The above textbook is open source. A copy of the textbook (PDF) will be posted on Google Classroom.
授業調査に対するコメント Comment on Course Evaluation
- The cases are varied and cover companies from different countries and industries.
- A lot of useful theories. Cases were challenging in a good way. Professor - always nice and helpful, facilitated engaging discussions. Loved the course!
- A lot of useful theories. Cases were challenging in a good way. Professor - always nice and helpful, facilitated engaging discussions. Loved the course!
担当教員のプロフィール About the Instructor
Prior to joining NUCB, Professor Yang was Account Director for ADK Holdings, a leading global advertising company based in Tokyo. He acquired an MS from Waseda University, MBA from the University of Wisconsin-Madison, and a DBA from the City University of Hong Kong, and his research interests lie primarily in the field of marketing. He has over 20 years of experience working in the marketing industry, taking on a wide range of management responsibilities at Cheil, Samsung Group, and ADK in Korea, Hong Kong, and Japan. Through his role as managing director in Hong Kong and Seoul and senior manager of Samsung Global Marketing Operation, Professor Yang has gained extensive practical knowledge in cultivating management skills and an entrepreneurial mentality.
His current research interest is exploring the relationship between technology and marketing. He published a book titled “Digital Transformation Marketing” in 2021.
Professor Yang currently teaches Introduction to Marketing, Marketing Management, Digital Marketing, Introduction to BBA(Marketing), Brand Marketing, and Global Marketing in the Global BBA Program.
（実務経験 Work experience）
His work experience includes:
• Managing Director of ADK Korea
• Managing Director of Cheil Hong Kong
(Cheil is a Marketing Agency of Samsung Group)
• Senior Manager of Samsung Global Marketing Operation.
Refereed Articles
- (2024) Evaluating the Effectiveness of Recommendation Engines on Customer Experience Across Product Categories. International Journal of Technology and Human Interaction 20(2): 2227-524X