Digital Marketing Activation (427-0-20)

Instructors

Carolyn B. Tang

Meeting Info

McCormick Foundation Ctr 3127: Mon 9:00AM - 11:50AM

Overview of class

The digital arena is a boundary-less space with a seemingly infinite number of consumer touchpoints. As brand marketers, we have the ability to transform that digital vastness into curated customer experiences by leveraging a matrix of dimensions such as time, platform, and personal data. An added benefit is our access to real-time feedback, which enables deeper, more responsive brand-consumer relationships.

In Digital Marketing Activation, we will start by auditing the digital marketing strategy of an existing brand, understanding the overall customer experience and identifying customer personas. Then we will explore the key components of a brand's digital marketing strategy, including owned, paid and earned media channels. We will also discuss ethical and legal challenges within the digital marketing field, including issues related to privacy and transparency. From there, we will work in small teams to conceptualize and present a cohesive digital marketing strategy.

The key themes and questions we will cover in this course include:
• How do we develop digital marketing strategies?
• How can different digital marketing channels be leveraged to build brand relationships?
• How do we measure the impact of digital marketing activities?
• How can the various channels work together to create a holistic consumer experience?
• What ethical considerations come into play with digital marketing?
• What is the best way to present our findings and recommendations?

Class Materials (Required)

None

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: PreReq: IMC 420: Brand Management Foundations