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THE CHINESE UNIVERSITY OF HONG KONG INTERNATIONAL SUMMER SCHOOL (JULY SESSION) Preliminary February 2017 28 JUNE – 31 JULY 2017 Course MKTG4080 Internet Marketing Class Time 09:30 – 12:15 Tue, Wed, Thur Class Location Email TBC Prof. Dr. Martin Wetzels Professor and Chair in Marketing and Supply Chain Research, Department of Marketing and Supply Chain Management, School of Business and Economics, Maastricht University Visiting Professor, The Chinese University of Hong Kong To be provided Teaching Assistant TBC Teacher Course Description The Internet is having a profound effect on the conduct of marketing as we move towards the new millennium. The Internet presents a fundamentally different environment for marketing, and new paradigms will have to be developed to take account of marketing activities in the electronic age. This course focuses primarily on the impact of the Internet on marketing, marketing research with Internet, consumer behaviour on the Internet, and marketing strategies in the Internet age. Pre-requisite: MKTG2010 Marketing Management Course Objectives The proliferation of the Internet and related innovative digital technologies, such as mobile, “big” data, sensors, social media and user-generated content (UGC) have a profound effect on marketing theory and practice. The changing strategic context will fundamentally transform marketing as we know it and as a result new paradigms will have to be developed to take account of marketing activities in the upcoming electronic age. This course will focus on providing an in-depth understanding of the development and planning of effective digital marketing strategies, their implementation and evaluation. Theoretical insights will be applied hands-on to practical business cases. The course will use a mix of educational formats to achieve the course objectives: lectures, tutorials, paper presentations, assignments, (mini) cases, (group) projects. The course objectives for this course can be summarized as follows: Understanding the basic principles of digital marketing. Understanding the implications of the changing digital context for marketing and business strategy. Providing tools and frameworks for planning and developing effective digital marketing strategies. Develop effective digital marketing strategies and plans and relate them to marketing and business strategy. Master key challenges for the development, planning, implementation and evaluation of digital marketing strategies. Implementing effective digital marketing strategies using marketing mix functions, product, promotion, price, place, people, process and physical evidence. Evaluate effective alternative digital marketing strategies. ISS2017_MKTG4080 P.1 of 4 Required Textbook (Core text for the course, to be included in the ISS booklist) Chaffey, D. and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice. Pearson Higher Education (ISBN: 9781292077611) Reading(s)/Reference(s) (Additional readings recommended for the course, NOT to be included in the ISS booklist) Detailed reading list will be provided in the class. Grading Weights Participation: Assignments: Paper Presentations: Cases: Research Project: 10% 20% 20% 20% 30% Assignments and Policies Honesty in Academic Work: Attention is drawn to University policy and regulations on honesty in academic work, and to the disciplinary guidelines and procedures applicable to breaches of such policy and regulations. Details may be found at http://www.cuhk.edu.hk/policy/academichonesty/. With each assignment, students will be required to submit a signed declaration (http://www.cuhk.edu.hk/policy/academichonesty/Eng_htm_files_(2013-14)/p10.htm) that they are aware of these policies, regulations, guidelines and procedures. In the case of group projects, all students of the same group should be asked to sign the declaration, each of whom is responsible should there be any plagiarized contents in the group project, irrespective of whether he/she has signed the declaration. For assignments in the form of a computer-generated document that is principally text-based and submitted via VeriGuide (http://www.cuhk.edu.hk/veriguide), the statement, in the form of a receipt, will be issued by the system upon students' uploading of the soft copy of the assignment. Assignments without the properly signed declaration will not be graded by teachers. Only the final version of the assignment should be submitted via VeriGuide. The submission of a piece of work, or a part of a piece of work, for more than one purpose (e.g. to satisfy the requirements in two different courses) without declaration to this effect shall be regarded as having committed undeclared multiple submission. It is common and acceptable to reuse a turn of phrase or a sentence or two from one’s own work; but wholesale reuse is problematic. In any case, agreement from the course teacher(s) concerned should be obtained prior to the submission of the piece of work. ISS2017_MKTG4080 P.2 of 4 Class Schedule Week Date 1 Topics Introduction to Digital Disruption Introduction to the Course 1 Introduction to the DIGITAL Wed, June 28 TRANSFORMATION AUDIT Digital Disruption 2 Selected Readings. Thu, June 29 Selected Readings. ASSIGNMENT 1. Digital Marketing Fundamentals Introducing Digital Marketing Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 1. Selected Readings. CASE STUDY 1. Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 2. Selected Readings. ASSIGNMENT 2. PAPER PRESENTATION 1. Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 3. Selected Readings. CASE STUDY 2. PAPER PRESENTATION 2. 3 Tue, July 4 2 4 Wed, July 5 5 Thu, July 6 Strategies and Business Models for Digital Marketing The Changing Strategic Context for Digital Marketing 6 Tue, July 11 7 Wed, July 12 8 Thu, July 13 Digital Marketing Strategy Development Strategy Development for Digital Marketing 3 Readings/Assignment The Impact of Digital Media and Technology on the Marketing Mix Relationship Management for Digital Marketing Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 4. Selected Readings. ASSIGNMENT 3. PAPER PRESENTATION 3. Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 5. Selected Readings. CASE STUDY 3. Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 6. Selected Readings. Progress Presentation DIGITAL TRANSFORMATION AUDIT. Digital Marketing Implementation 9 Tue, July 18 4 10 Wed, July 19 11 Thu, July 20 ISS2017_MKTG4080 Delivering Online Customer Experience Campaign Planning for Digital Marketing Marketing Communications in Digital Channels Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 7. Selected Readings. ASSIGNMENT 4. Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 8. Selected Readings. CASE STUDY 4. Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 9. Selected Readings. PAPER PRESENTATION 5. P.3 of 4 Week Date Topics Readings/Assignment Digital Marketing Practice Digital Channel Performance 12 Tue, July 25 5 13 Wed, July 26 14 Thu, July 27 ISS2017_MKTG4080 DIGITAL TRANSFORMATION AUDIT Presentations Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 10. Selected Readings. ASSIGNMENT 5. Chaffey, D. and Ellis-Chadwick, F. (2016), Chapter 11. Selected Readings. CASE STUDY 5. Selected Readings. P.4 of 4