GMBAGlobal MBA Program
MAN560F2（経営学 / Management 500）Digital MarketingDigital Marketing
柿原 正郎Masao KAKIHARA
授業コードなどClass code etc
| 学部・研究科Faculty/Graduate school | GMBAGlobal MBA Program |
| 添付ファイル名Attached documents | |
| 年度Year | 2021 |
| 授業コードClass code | W7062 |
| 旧授業コードPrevious Class code | |
| 旧科目名Previous Class title | |
| 開講時期Term | 春学期後半/Spring(2nd half) |
| 曜日・時限Day/Period | 月6/Mon.6, 月7/Mon.7 |
| 科目種別Class Type | 専門講義 |
| キャンパスCampus | 市ヶ谷 / Ichigaya |
| 教室名称Classroom name | |
| 配当年次Grade | 1・2 |
| 単位数Credit(s) | 2 |
| 備考（履修条件等）Notes | Global MBA |
| 実務経験のある教員による授業科目Class taught by instructors with practical experience | |
| カテゴリーCategory | Specialized Courses |
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授業の概要と目的（何を学ぶか）Outline and objectives
This course addresses the core value and the impact of digital technologies on marketing planning and execution. Business environments are now more dynamic and rapidly changing than ever, largely driven by the rapid diffusion and implementation of Internet-enabled digital technologies. Digital Marketing is not just about pure online marketing activities such as search engine marketing and social media marketing. It also makes traditional marketing ‘analyzable’ and ‘measurable’ by the power of the digital. This course explores the fundamental concepts and frameworks of Digital Marketing through various real case studies.
到達目標Goal
The main goal of this course is to help students:
1) understand fundamental concepts and frameworks of data-driven, digital marketing
2) get foundational knowledge to apply them to various business and industry settings.
この授業を履修することで学部等のディプロマポリシーに示されたどの能力を習得することができるか（該当授業科目と学位授与方針に明示された学習成果との関連）Which item of the diploma policy will be obtained by taking this class?
Will be able to gain“DP1”,“DP2”,“DP3”and“DP4”.
授業で使用する言語Default language used in class
英語 / English
授業の進め方と方法Method(s)（学期の途中で変更になる場合には、別途提示します。 /If the Method(s) is changed, we will announce the details of any changes. ）
Lecturing and in-class discussion
アクティブラーニング（グループディスカッション、ディベート等）の実施Active learning in class (Group discussion, Debate.etc.)
あり / Yes
フィールドワーク（学外での実習等）の実施Fieldwork in class
なし / No
授業計画Schedule
※各回の授業形態は予定です。教員の指示に従ってください。
第1回：Introduction
Course overview, intro of group project, some house-keeping works
第2回：Digital Landscape in Asia
An overview of key developments of Internet technologies and their impact on business in Asia
第3回：Data-driven Thinking
An overview of the impact of data-rich marketing methods and approaches
第4回：Marketing Metrics
Exploring key marketing metrics - CAC, CLV, ROI, Churn, Segmentation etc.
第5回：Analytics for Digital Marketing
Introducing data analytics methods and tools
第6回：Business Models in the Digital Age
Discussions emerging business models in the digital fields
第7回 ：Online Advertising (1)
Exploring key concepts and framework of online advertising
第8回：Online Advertising (2)
Discussing how to design and execute online advertising campaigns
第9回：Social Network
Exploring business value and impact of social network services
第10回：Measurement
Exploring key frameworks and issues for marketing measurement by data
第11 回：Team & Organization Issues for Digital Marketing
Discussing how to build and manage digital-savvy marketing teams and organizations
第12回：Capital Structure and firm valuation – Chapter 18-19
Understand the MM theory and impact of capital structure on the corporate valuation. In the real life environment, consider the implication of capital structure on the value of the shares retained by the entrepreneur.
第13回 ：Future of Digital Marketing
Exploring emerging new technology trends of digital marketing such as AI, IoT, Automation, etc.
第14回：Wrap-up
A summary of the course and final discussions
授業時間外の学習（準備学習・復習・宿題等）Work to be done outside of class (preparation, etc.)
Basic-level understanding of marketing is required. Students who have not been exposed to marketing at all are strongly advised to take basic Marketing courses beforehand.(As a standard, 2 hours for preparation and 2 hours for review: a total of 4 hours.)
テキスト（教科書）Textbooks
No textbook will be used in this course.
参考書References
Mark Jeffery (2010), “Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know”, Wiley.
Wayne L. Winston (2014), “Marketing Analytics: Data-Driven Techniques with Microsoft Excel”, Wiley.
Craig S. Fleisher, Babette E. Bensoussan (2015), “Business and CompetitiveAnalysis: Effective Application of New and Classic Methods”(2nd Edition), Pearson FT Press.
Farris, Neil Bendle, Phillip E. Pfeifer, David J. Reibstein (2015), “Marketing Metrics: The Manager's Guide to Measuring Marketing Performance”(3rd Edition), Pearson FT Press.
成績評価の方法と基準Grading criteria
Method of evaluation
Group project: 40%
Contribution to the class: 60％
学生の意見等からの気づきChanges following student comments
More practical knowledge for digital marketing will be offered, e.g. online ad marketing operation, data analytics tools, etc.