This syllabus is subject to change. Digital Media in Marketing Project | DIS
Digital Media in Marketing Project
Fall 2015
Faculty: Line Kathrine Laustsen Langelund,
Disciplines: International Business, Marketing, Communication
Location: Copenhagen
Class: Monday and Thursday from 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.
This syllabus is subject to change. Digital Media in Marketing Project | DIS
Objectives
This course is designed in a manner making it possible for students to acquire the latest knowledge about the most profound 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
Understand the important of segmentation analysis
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.
1.We will work with the newly established American Pie Company.
This syllabus is subject to change. Digital Media in Marketing Project | DIS
www.theamericanpieco.com
2. During the course you work with the company Marketing Lion
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 – 20 min group presentation to Marketing Lion. Format and content TBA
3. Reflections papers. 5 reflections papers to be handed in during the semester. Questions will be given
one week prior each due date. (300 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)
15 % consumer analysis (format and deadline TBA)
15 % content creation: create a short video (using your mobile phone) to use on Facebook or their website for the AmericanPie company – ( Group Grade).
We conduct/ create the video’s in class on October 15 . Hand-in final edited video on October 30.
25 % Reflections papers: 5 one page ( 300-words bullet-points OK ) (Individual grade ) No. 1. Sep. 4.
No.2. Sep. 25 No.3. Oct. 16 No 4 Nov 6. No 5 Dec. 4.
To be handed in electronic to XXXbefore midnight
30% 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.
This syllabus is subject to change. Digital Media in Marketing Project | DIS
Disability and resource statement: Any student who has a need for accommodation based on the impact
of a disability should contact Sean Green (sg@dis.dk) 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 follow-up 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)
eMarketing - The Essential Guide to Marketing in a Digital World (Rob Stakes)
The Future of Business Edited by Rohit Talwar
Faculty
Line Kathrine Laustsen Langelund
MA (Social Anthroplology, 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.
Contact to faculty:
By email to XXXX
This syllabus is subject to change. Digital Media in Marketing Project | DIS
By Phone + 45 2537 8941
DIS contacts:
Susanne Hovmand, Program Director,
This syllabus is subject to change. Digital Media in Marketing Project | DIS
Class Date Topic Preparations & readings
1 Thursday Aug 20
Introduction to the class and the format.
READ The SYLLABUS
2 Monday
Aug 24
The Future of Business in the digital age.
THE FUTURE OF BUSINESS Chapter by Gerd Leonhard “Redefining the relationship of man and machine” p82-94
The Book and Chapter is on FORUM
3 Thursday Aug 27
Marketing, Strategy and the digital age Reading 1. http://practicenext.com/thi nknext/is-your-marketing-ready-for-the-digital-age/ 2.
The Article on disforum: 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
4 Monday
Sept 31
New rules vs old rules of marketing
The New Rules of Marketing and PR chapter 1.page 1 to 49.
5 Thursday Sept 3
Content is King or? Content rules
Chapter 1 to 4 page 1 to 55 Week 37 Core Course Week No Class
This syllabus is subject to change. Digital Media in Marketing Project | DIS
6 Monday
Sept 14
Social media Find social media campaigns that you know from home or have seen in Europe – bring links and examples to class of a campaign you think worked and one that you didn’t like. Get familiar with the site social@ogilvy.com FIELD STUDY 13:00-17:00 Wed Sept 16 Meet in class at 13.00 Marketing Lion .
Partner Kristian Humle Lauritsen and consultant Christoffer Lund Strøier presents the company:
Marketing Lion
What is a Digital Marketing Strategy and how does
marketing Lion work with their clients – and what tools are they using
Class from 13.00 to 16.00 Company visit to Marketing Lion 16.00-17.00
Look at the website http://marketinglion.com/ uk/about-marketing-lion/
7 Thursday Sept 17
Guest Lecture
Social media marketing at LEGO by Bettina Johnson
Research social media campaigns by LEGO and visit The LEGO company website
http://www.lego.com/en-gb/aboutus
This syllabus is subject to change. Digital Media in Marketing Project | DIS
8 Monday
Sept 21
Marketing Lion (ML)
Christoffer Lund Strøier and colleauge from ML
Topic:
Google analytics and other tools
Readings TBA
9 Thursday Sept 24
Consumers & the future of digital media ,
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 3.Revolutionizing
interactive entertainment and marketing in public places through ambient interactivity by Michael Mascioni p 359-365 Week 40 Travel break / long study tour No Class
10 Monday Oct 5
In class Case work
Work on the case given by Marketing Lion
Reading TBA
11 Thursday Oct 8
In class Case work
Working on the case given by Marketing Lion
Reading TBA
12 Monday
Oct 12
AmericanPie Company The AmericanPie company staff will come to class to explain their concept
Visit
www.theamericanpieco.co
m
FIELD STUDY 8:30-12:30 Wed Oct 14This syllabus is subject to change. Digital Media in Marketing Project | DIS
13 Thursday Oct 15
AmericanPie Company Creating Content we will go to the site of the AmericanPie company in Copenhagen and conduct video interviews with consumers
Content Rules
Chapter 16 Video Show me a story
Week 43 Travel break / long study tour No class
14 Monday
Oct 26
About The International Center for New Media
Guest Lecture by: Michael Jeppesen, who worked at ICNM.
Visit this sites www.icnm.net www.wsis-award.org
15 Thursday Oct 29
About The International Center for New Media
Guest Lecture by: Michael Jeppesen
Visit this site
www.icnm.net www.wsis-award.org
16 Monday
Nov 2
Segmentation analysis & Omnichannel marketing
TBA
17 Thursday Nov 5
Segmentation analysis & omnichannel marketing
TBA
Week 46 Travel break No class
18 Monday
Nov 16
In class Case work
Working on the case given by Marketing Lion
TBA
19 Thursday Nov 19
In class Case work
Working on the case given by Marketing Lion
This syllabus is subject to change. Digital Media in Marketing Project | DIS
20 Monday
Nov 23
Marketing Lion
Q&A on case work w. staff from Marketing Lion
Partner Kristian Humle Lauritsen and colleauge from ML
21 Thursday Nov 26
in class presentations of final project
22 Monday Nov. 30
In class presentations of final project
23 Thursday
Dec. 3 Feedback by students to students of last weeks
presentations – final touch and sum up of the course
FINAL Exam group prese ntatio n Wednesday, December 9 15:00-app. 17:30 Classroom: TBA