Digital Marketing Management

 

Instructor:

Anna Musikhina, Chief Digital Officer, L’Oreal Russia

Anna.Musikhina@loreal.com

 

Daniil Muravskii, Assistant professor, Department of Marketing, Graduate School of Management, St. Petersburg University

muravskii@gsom.pu.ru

Workload:

3 ECTS,

45 contact hours

Prerequisites:

Introduction to business management: marketing (online or offline version)

Course Description:

The goal of this course is to prepare the students with a foundational understanding of digital marketing channels and how to successfully create and manage marketing campaigns that use the numerous online and mobile platforms. The objectives of the course are:

  • To provide an in-depth study of display advertising, search advertising and social media marketing, at both the tactical and strategic levels. 
  • To explain outcome and effectiveness measurement methods and campaign evaluation metrics.
  • To cover and practice in class the fundamentals of digital marketing management, including: internet marketing strategies, managing user-generated content, search engine optimization, email marketing, managing social media campaigns, mobile apps, content strategy and paid search advertising.

Course Content (Topics and subtopics):

Topic 1. FOUNDATIONS OF DIGITAL MARKETING

  • Fundamental Ideas Underlying Digital Marketing
  • Customer Journey and Digital Marketing

Topic 2. MEDIA BUYING AND MEASURING PAID MEDIA

  • Display Advertising
  • Search Advertising

Topic 3. CONTENT AND ONLINE COMMUNITY MANAGEMENT

  • Social Media Marketing
  • Mobile Marketing
  • E-mail marketing:

Topic 4. CRM AND THE ROLE OF LEADERSHIP IN DIGITAL MARKETING

  • CRM and Retention
  • Digital Leadership Principles

Course Organization:

The course will be primarily lecture and discussion based, with cases and real-world situations used to anchor class discussions. Homework assignments will reinforce, and extend, concepts learnt in class. The course also includes a group consulting project, case studies and exams.

Course Reading (the full list):

Core reading:

  1. Flores, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Springer, 2013. (available through books24x7)
  2. Ryan, Damian. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers, 2014. (available through books24x7)

Supplementary reading

  1. Carson, Mel, and Paul Springer. Pioneers of digital: Success stories from leaders in advertising, marketing, search and social media. Kogan Page Publishers, 2012. (available through books24x7)
  2. Dempster, Craig, David S. Williams, and John Lee. The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-growth Digital Advertising Platforms. John Wiley & Sons, 2015. (available through books24x7)
  3. Ryan, Damian. The Best Digital Marketing Campaigns in the World II. Kogan Page Publishers, 2014. (available through books24x7)

Other reading

  1. Lecinksi, Jim. Winning the zero moment of truth. Zero Moment of Truth, 2011.
  2. CASE: Ombre, Tie-Dye, Splat Hair: Trends or Fads? "Pull" and "Push" Social Media Strategies at L'Oréal Paris: Katrina Bens; David Dubois INS676-PDF-ENG | 12 p

Exam format:

In-class
Duration: 80 minutes

Grading Policy (% or points):

In-Class Tasks        30
Project defence       50
Final Exam            20
Total:                  100

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