Final Syllabus. This syllabus is subject to change. Digital Media in Marketing Project DIS

Transcription

1 Digital Media in Marketing Project Fall 2015 Faculty: Line Kathrine Laustsen Langelund, Disciplines: International Business, Marketing, Communication Location: Copenhagen Class: Monday and Thursday from 14:50-16:10 Classroom: V10-A32 Digital Media in Marketing Project explores the impact technology has had on the marketing industry - particularly with the advent of various digital marketing disciplines. Technological advances have made the latest tools in online advertising and social media available to even small businesses and individual consumers. The Media landscape is changing and medias goes digital, why we need to address and take the new media platforms important when we plan our marketing and advertising strategies. With the world rapidly changing in this digital age, both the proliferation of the internet and with computing power that doubles every two years (Moore s Law), many old rules and techniques in marketing simply do not work anymore, and some are more important than ever before. We will discuss how technology and digitalizing affect the business environment now and in the future-looking at some of the most prominent Futurist thinkers-. This course prepares its students for career paths in the marketing and media industry s jobs of the future. Course Description This course is especially aimed at those who are looking at pursuing a career in online marketing. We will explorer many interrelated online marketing disciplines, in order to make the students understand these disciplines. Being able to understand consumer behavior and addressing it, is the underlying core theme throughout all aspects of this course, teaching students how to apply storytelling, social media planning and execution of online marketing plans and advertising campaigns. Approach to teaching This is a project focused hands on course. Successful students interact through the lessons and are well prepared for each lesson. Students will be graded on how they participate in discussions, participate in group work and field studies and present their project conclusions. The class will have the opportunity to work on business cases providing a real world experience in the class room. Moreover, prominent guest lecturers will present interesting ideas related to our course. This course is designed to realign your mind with critical thinking and re-evaluation of the new marketing techniques and the power of the latest digital tools now available.

2 Objectives This course is designed in a manner making it possible for students to acquire the latest knowledge about the most profound online marketing disciplines. Learning objectives of the course At the end of the course you will be expected to be able to: Understand the importance of People and Culture when looking at marketing Understand the importance of digital media and technology available now and in the future. Understand the changing media landscape within the area of digitalizing and the consequences it has for businesses Understand and describe how some of the world s leading brands have successfully applied content and digital media into their strategy. Understand online business analytics (Google Analytics) Develop the framework for a digital media marketing plan Understand the important of segmentation analysis Understand the interrelation between the different disciplines within online marketing. Analyze different online advertising campaigns. Work in a team environment, both as an integral member and developing a leadership style. Teaching methods The course is given in 80-minute classes consisting of lectures, cases, articles, assignments and classwork. Faculty lecturer, selected guest lecturers, a digital marketing bureau and a real life company case will be used. In the first class, working groups will be assigned. Students will work in their groups throughout the course and for several assignments. Grades given are for this course are both group and individual, depending on the grade component. We use DIS Forum every week for updates and news so stay tuned Assignments & Projects Projects allow students to apply the learning in practice, which leads to a deeper understanding of the learnings. These skills and learnings are directed towards the jobs that are in high demand. 1.We will work with the newly established American Pie Company. We will create a short video for social media for a specific target group and brand

3 2. During the course you work with the company You will be introduced to s digital marketing tools. In groups of three, you will work on a given case presented by. The project will be to work out a digital marketing strategy. Finals: Final Group Project 20 min group presentation to. Format and content TBA 3. Reflections papers. 5 reflections papers to be handed in during the semester. Questions will be given one week prior each due date. (300 words each assignment) due dates are listed in the syllabus. Grading NB! All grade components will be explained further during first day of class. 15% Engaged Participation: Attendance, involvement in discussions, questions, responding to questions, giving feedback and collaborating/interacting with other students. Individual grade) 15 % consumer analysis (format and deadline TBA) 15 % content creation: create a short video (using your mobile phone) to use on Facebook or their website for the AmericanPie company ( Group Grade). We conduct/ create the video s in class on October 15. Hand-in final edited video on October % Reflections papers: 5 one page ( 300-words bullet-points OK ) (Individual grade ) No. 1. Sep. 4. No.2. Sep. 25 No.3. Oct. 16 No 4 Nov 6. No 5 Dec. 4. To be handed in electronic to XXXbefore midnight 30% Final Group Project min group presentation to. The group present a digital marketing strategy for a given company. Throughout the course the assigned groups will work on a Presentation for a given case/ client guided by MarketingLion and DIS faculty. To be eligible for a passing grade in this class you must complete all of the assigned work.

4 Disability and resource statement: Any student who has a need for accommodation based on the impact of a disability should contact Sean Green (sg@dis.dk) to coordinate this. In order to receive accommodations, students should inform the instructor of approved DIS accommodations within the first two weeks of classes. Policies Attendance You are expected to attend all DIS classes when scheduled. If you miss multiple classes the Director of Teaching and Learning, and the Director of Student Affairs will be notified and they will followup with you to make sure that all is well. Absences will jeopardize your grade and your standing at DIS. Allowances will be made in cases of illness, but in the case of multiple absences you will need to provide a doctor s note. Academic Honesty: Plagiarism and Violating the Rules of an Assignment DIS expects that students abide by the highest standards of intellectual honesty in all academic work. DIS assumes that all students do their own work and credit all work or thought taken from others. Academic dishonesty will result in a final course grade of F and can result in dismissal. The students home universities will be notified. DIS reserves the right to request that written student assignments be turned in electronic form for submission to plagiarism detection software. See the Academic Handbook for more information, or ask your instructor if you have questions. Required books The New Rules of Marketing and PR (David Meerman Scott) Content Rules - Ann Handley (CC Chapman) emarketing - The Essential Guide to Marketing in a Digital World (Rob Stakes) The Future of Business Edited by Rohit Talwar Faculty Line Kathrine Laustsen Langelund MA (Social Anthroplology, SOAS University of London, 2000). BA (Social Anthropology and Geography, SOAS University of London, 1998). 10 years of International experience from China and London. Various positions within Market Research and Management Consultancy focused on Chinese business, language and culture. Based in Denmark since Currently Program Manager, CBS Executive, Copenhagen Business School. With DIS from as Faculty & Program Director. Returned to DIS as Faculty in Contact to faculty: By to XXXX Allow 24 hours response time for s.

5 By Phone DIS contacts: Susanne Hovmand, Program Director, Anne Christine Nielsen, Assistant Program Director,

6 Class Date Topic Preparations & readings 1 Thursday Aug 20 Introduction to the class and the format. READ The SYLLABUS 2 Monday Aug 24 3 Thursday Aug 27 The Future of Business in the digital age. Marketing, Strategy and the digital age THE FUTURE OF BUSINESS Chapter by Gerd Leonhard Redefining the relationship of man and machine p82-94 The Book and Chapter is on FORUM Reading 1. nknext/is-your-marketingready-for-the-digital-age/ 2. The Article on disforum: Strategy, not Drives Digital Technology, Transformation Becoming a digitally mature enterprise By Gerald C. Kane, Doug Palmer, Anh Nguyen Phillips, David Kiron and Natasha Buckley 4 Monday Sept 31 5 Thursday Sept 3 New rules vs old rules of marketing Content is King or? The New Rules of Marketing and PR chapter 1.page 1 to 49. Content rules Chapter 1 to 4 page 1 to 55 Week 37 Core Course Week No Class

7 6 Monday Sept 14 Social media Find social media campaigns that you know from home or have seen in Europe bring links and examples to class of a campaign you think worked and one that you didn t like. Get familiar with the site social@ogilvy.com FIELD STUDY 13:00-17:00 Wed Sept 16 Meet in class at Partner Kristian Humle Lauritsen and consultant Christoffer Lund Strøier presents the company: Look at the website uk/about-marketing-lion/ What is a Digital Marketing Strategy and how does marketing Lion work with their clients and what tools are they using Class from to Company visit to Marketing Lion Thursday Sept 17 Guest Lecture Social media marketing at LEGO by Bettina Johnson Research social media campaigns by LEGO and visit The LEGO company website

8 8 Monday Sept 21 9 Thursday Sept 24 (ML) Christoffer Lund Strøier and colleauge from ML Topic: Google analytics and other tools Consumers & the future of digital media, Readings TBA The Future of Business 1.Understanding tomorrows consumers by Anne Lise Kjaer p The future of digitalmedia the freexpensive prerogative p Revolutionizing interactive entertainment and marketing in public places through ambient interactivity by Michael Mascioni p Week 40 Travel break / long study tour No Class 10 Monday Oct 5 11 Thursday Oct 8 12 Monday Oct 12 In class Case work Work on the case given by In class Case work Working on the case given by AmericanPie Company The AmericanPie company staff will come to class to explain their concept Reading TBA Reading TBA Visit m FIELD STUDY 8:30-12:30 Wed Oct 14 Field Study TBA

9 13 Thursday Oct 15 AmericanPie Company Creating Content we will go to the site of the AmericanPie company in Copenhagen and conduct video interviews with consumers Content Rules Chapter 16 Video Show me a story Week 43 Travel break / long study tour No class 14 Monday Oct 26 About The International Center for New Media Guest Lecture by: Michael Jeppesen, who worked at ICNM. Visit this sites Thursday Oct 29 About The International Center for New Media Guest Lecture by: Michael Jeppesen Visit this site Monday Nov 2 17 Thursday Nov 5 Segmentation analysis & Omnichannel marketing Segmentation analysis & omnichannel marketing TBA TBA Week 46 Travel break No class 18 Monday Nov Thursday Nov 19 In class Case work Working on the case given by In class Case work Working on the case given by TBA TBA

10 20 Monday Nov 23 Q&A on case work w. staff from Partner Kristian Humle Lauritsen and colleauge from ML 21 Thursday Nov Monday Nov. 30 in class presentations of final project In class presentations of final project 23 Thursday Dec. 3 Feedback by students to students of last weeks presentations final touch and sum up of the course FINAL Exam group prese ntatio n Wednesday, December 9 15:00-app. 17:30 Classroom: TBA The course outline is subject to change if necessary - with as much notice as possible.