23E47000 Digital MarketingDigital MarketingProfessor Jari SaloAalto UniversityAalto School of Economics, Dept. of Marketing & ManagementJari.Salo@hse.fi

Course objective

• Course introduces students to different digital marketing options. After class students are able to decide on different types of digital marketing campaigns and management of those in both consumer and customer markets.

 • Different types of operationalizations of digital marketing are

introduced. Course creates basic understanding of both internet and mobile marketing.

• Time is also devoted to pertinent issues in the web 2.0 e.g. social media management/UGC, virtual worlds, blogs and viral marketing.

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Course structure

• Groups of 3 students are formed by teacher• There are two cases Nokia and Google

– Nokia case competition– Google Online Challenge 2010

• Campaign ”solution” academic report to be posted to learning environment Optima:– Nokia groups– Google groups

• Exams:

Deliverables

• Academic report max 20 pages (font, paragraphs and other details can be freely chosen)

• Power point show (post to Optima before presentation) • Comment paper as a group 1-2 pages• Comment presentation based on presentation and

written comment report• Article summaries (individually) 1 page reflection report

to Optima one day before the lecture

Case presentations

• Presentations should be more managerially orientated – perhaps taught it as presentation for the board of directors

• Prepare and submit power point presentation before actual presentation (Nokia groups before March 10 1600 and Google groups before March 13 1600)

• Rehearse and test timing of presentation max 10-15 minutes

• 10 minutes reserved for commenting groups comments, questions and general discussion (when in Nokia House shorter timetable – Nokia employees provide comments

Article reflection papers

• One day before lecture return individual article summary to Optima folder ”Returned article summaries”

• One summary of two articles max 2 pages

• Total 5 summaries

• Making sure that articles are read – used as discussion points for next lecture

• Preparing for the exam – based on articles, lectures and case works

Evaluation, grading and feedback

• Nokia and Google student competition max 50 points

• Exam 50 points

• Total 100 points

• Case feedback after case presentation

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Detailed schedule

• Course introduction and case competitions• Lecture Digital marketing landscape• Monetizing Story Telling guest lecture + Rest of DM landscaping lectures• Guest lecture and E-sales by Salo• Digital marketing in virtual worlds +Games business and advertising• Guest lecture + Salo on Mobile marketing • Digital marketing in B2B context• Google Online Challenge 2010 presentation (Groups 1-5) + comments and some feedback• Nokia case competition presentation (Groups 1-5) + comments and some feedback Nokia

House, Espoo (Keilalahdentie 2-4, Espoo)

• Deadline for submitting Nokia case reports• Deadline for submitting Google case reports

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