Digital Media in Marketing Project SPRING 2016 Location: Copenhagen Credits: 3 Major Disciplines: International Business, Marketing, Communicator Faculty: Line Katherine Laustsen Langelund Program Director: Susanne Hovmand Assistant Program Director: Anne Christine Nielsen Class: Monday and Thursday, 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. Objectives This course is designed in a manner making it possible for students to acquire the latest knowledge about the future of digital media and 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 Create a shot video for content marketing 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. For this course we work with 3 sponsor companies: 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 www.theamericanpieco.com 2. We will learn about video marketing from the company 23 Video www.23video.com
23 Video will provide a platform where we can upload and share or videos. 3. We will work with the company Marketing Lion, who will provide us with cases for our finals project. http://marketinglion.com/uk/about-marketing-lion/ You will be introduced to Marketing Lion s digital marketing tools. In groups of three, you will work on a given case presented by Marketing Lion. The project will be to work out a digital marketing strategy. Finals: Final Group Project is a 15 min. group presentation to Marketing Lion. Format and content TBA and announced on forum. 4. Reflections papers. 3 reflection papers to be handed in during the semester. Questions will be given one week prior each due date. (500 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) 20 % content creation: create a short video (using your mobile phone) for the AmericanPie company (Group Grade ). We start to create the video s in class during our fieldstudy on February 24. Hand-in final edited video on March 16 at 20.00. Upload to the 23 platform. Guidance to the platform will be posted on forum. 30 % Reflections papers: 3 papers of 500-words each, bullet-points OK. Each reflection assignment is worth 10% (Individual grade) Students who would like to create a blog for the reflection assignment are welcome to do so No. 1. Feb. 4. No.2. March. 31 No.3. May. 13 To be handed in before midnight 35% Final Group Project 15-20 min group presentation to Marketing Lion. 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. Disability and resource statement: Any student who has a need for accommodation based on the impact of a disability should contact Sean Green 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) E-books emarketing - The Essential Guide to Marketing in a Digital World (Rob Stakes) The Future of Business Edited by Rohit Talwar Website to follow during the course www.campaignlive.co.uk http://www.futuristgerd.com look through the syllabus there are various websites posted Faculty Line Kathrine Laustsen Langelund MA (Social Anthropology, 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 2003. Currently Program Manager, CBS Executive, Copenhagen Business School. With DIS from 2004-2009 as Faculty & Program Director. Returned to DIS as Faculty in 2015. Detailed Schedule Class Date Topic Preparations & readings 1 Thursday Jan 21 Introduction to the course and the format. What are the seven marketing tech predictions for 2016, by Rupert Staines Intro to reflection assignment no 1. READ The SYLLABUS Look at the website www.campaignlive.co.uk 2 Monday Jan 25 3 Thursday Jan 28 4 Monday Feb 1 The Future of Business in the digital age. Marketing, Strategy and the digital age. Case Omnichannel marketing: SportsMaster (Danish sportsclothes retailer) New rules vs old rules of marketing 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. http://practicenext.com/thinknext/isyour-marketing-ready-for-the-digitalage/ 2. The Article on DIS Forum: Strategy, not Technology, Drives Digital Transformation: Becoming a digitally mature enterprise. By Gerald C. Kane, Doug Palmer, Anh Nguyen Phillips, David Kiron and Natasha Buckley The New Rules of Marketing and PR chapter 1, page 1 to 49.
5 Thursday Feb 4 Content is King or? Content rules Chapter 1, 2, 3 & 4, page 1 to 55 NB: Reflection assignment # 1 due by midnight Week 6 Core Course Week No Class 6. Monday Feb 15 Interview the Danes. In groups or individual interview the Danes about their social media habits. Interview guide will be provided in class. Read the interview guide that will be presented on forum. Write one page with the main findings of your interviews and bring (printed) to class on Feb 22. 7 Thursday Feb. 18 Intro to American Pie Co. by Erin The AmericanPie Company The AmericanPie company staff will come to class to explain their concept and present the brief they will like you to work with to create the video content assignment. Visit www.theamericanpieco.com
8 Monday Feb 22 Social media, 23 Video and American Pie co. We will create groups for the Video content assignment and have a Q&A about the format of the assignment for American Pie company. Intro to the field study at the company 23 Video Read in Content Rules Chapter 16 Video Show me a story Find social media campaigns that you A general talk on Social media know from home or have seen in Europe marketing and a specific look at the bring links and examples to class of a agency Ogilvy campaign you think worked and one that you did not like. Get familiar with the site https://social.ogilvy.com NB: Bring to class in PRINT - the one page summery of your interviews with the Danes The Danes and their social media habits FIELD STUDY 08.30-12.30 Wed Feb 24 Meet outside DIS Vestergade 7 at 8.30 Walk to 23Video Look at the website www.23video.com 9.00 11.00 Company Presentation and class at 23 Video. Bring two questions you would like to ask the staff at 23 Video. 11.00 we walk back to Vestergade and visit American Pie company in Skinnergade taste pie s
9 Thursday Feb 25 We will get a visitor from LEGO and hear about Social media marketing at LEGO by Bettina Johnson The case will be specific to legoeducation Research social media campaigns by LEGO and visit The LEGO company website http://www.lego.com/en-gb/aboutus Week 9 Travel break / long study tour No Class 10 Monday March 7 Consumers & the future of digital media, Read in The Future of Business 1.Understanding tomorrows consumers by Anne Lise Kjaer p.163-169 2.The future of digitalmedia the freexpensive prerogative p 224-233 by Yates Buckley 3.Revolutionizing interactive entertainment and marketing in public places through ambient interactivity by Michael Mascioni p 359-365 11 Thursday March 10 The history of the web and digital and a presentation to the cases Visit these sites provided the last 10 years at The International Center for New Media www.icnm.net Guest Lecture by: Michael Jeppesen, who amongst others worked at ICNM in Austria www.wsis-award.org 12 Monday March 14 3D visual campaigns and a visit by Google Cardboard Lab w/ Tina Mellergaard Jensen Head of Social at BABY Download one or two of these apps to your phone we will use them in class Vrse Sisters Orbulus Insurgent War of Words VR Dinotrek VR experience Legendary Pictures VR Caaaaardboard
13 Thursday March 17 The Grand Show of your video assignments we Invite the staff from AmericanPie company to watch the Videos. Each group gives constructive feed back to each other on the 23Videosite Make sure to have uploaded your video assignment to the 23Video platform no later than 20.00 the evening of March 16 find instructions on forum 14 Monday March 21 MarketingLion What is a Digital Marketing Strategy and how does MarketingLion work with their clients and what tools are they using Partner Kristian Humle Lauritsen and consultant Christoffer Lund Strøier presents the company: Read about the company at: http://marketinglion.com/uk/aboutmarketing-lion/ Read the PPT presentation from MarketingLion find it at forum. Read the cases from MarketingLion. Find them at forum - These cases will be the foundation of your finals project. Bring two question related to the company PPt and two questions related to the cases to ask the staff at MarketingLion during class Week 12/13 Travel break / long study tour No class March 23-28 FIELD STUDY 14.00-17.00 Wed March 30 Field Study Company Visit to MarketingLion We meet at DIS Vestergade 7 at 14.00. We walk to MarketingLion s headoffice in Copenhagen Bring two questions related to working at a digital marketing company, that you want to ask MarketingLion staff -
15 Thursday March 31 MarketingLion In class case work we make groups and choose the case we want to work on Think of the case you want to work with and what knowledge you can specific bring to the group. NB: Reflection assignment # 2 due by midnight 16 Monday April 4 17 Thursday April 7 MarketingLion In class case work Working on the case given by Marketing Lion Marketing Lion Staff from marketing Lion will present Key words and Google analytics Related to your cases NB: You need to incorporate this to your final presentation Arrange what to prepare with your group Week 15 Travel break No class 18 Monday April 18 19 Thursday April 21 MarketingLion Case In class case work Working on the case given by Marketing Lion MarketingLion - Case In class Case work Working on the case given by Marketing Lion Arrange with your group what to prepare Arrange with your group what to prepare
20 Monday April 25 Staff from MarketingLion will be in the class Groups get a chance to ask the last questions for their case work w. staff from Marketing Lion Arrange with your group what to prepare 21 Thursday April 28 22 Monday May 2 23 Monday May 9 In class presentations of final project students provide written feedback to each other In class presentations of final project students provide written feedback to each other Last Feedback by students to students of last weeks presentations In class end of semester quiz - final touch and sum up of the course Arrange with your group what to prepare Arrange with your group what to prepare Bring one question and the answer to a topic we have had during the semester. Write the question on a paper and bring to class. we will quizzzz NB: Reflection assignment # 3 due by midnight on May 13 FINAL Exam group presen -tation Week 19 Your final presentation/exam for this course will be during the DIS exam week you will be provided with a specific timeslot further into the semetser The course outline is subject to change if necessary - with as much notice as possible.