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    Digital Marketing - Columbia Business School

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    ashumpwc
    This document provides information about the Digital Marketing course offered in Spring 2016. It will be taught on Mondays and Wednesdays from 2:15-3:45 pm in Uris 140. The professor is Kinshuk Jerath and the TA is Ryan Dew. The course will cover key topics in digital marketing including display advertising, search advertising, social media marketing and mobile marketing. Evaluation will be based on three group assignments, a group final paper, and individual class participation.

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    Digital Marketing - Columbia Business School

    Uploaded by

    ashumpwc
    108 views5 pages
    This document provides information about the Digital Marketing course offered in Spring 2016. It will be taught on Mondays and Wednesdays from 2:15-3:45 pm in Uris 140. The professor is Kinshuk Jerath and the TA is Ryan Dew. The course will cover key topics in digital marketing including display advertising, search advertising, social media marketing and mobile marketing. Evaluation will be based on three group assignments, a group final paper, and individual class participation.

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    This document provides information about the Digital Marketing course offered in Spring 2016. It will be taught on Mondays and Wednesdays from 2:15-3:45 pm in Uris 140. The professor is Kinshuk Jerath and the TA is Ryan Dew. The course will cover key topics in digital marketing including display advertising, search advertising, social media marketing and mobile marketing. Evaluation will be based on three group assignments, a group final paper, and individual class participation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    108 views5 pages

    Digital Marketing - Columbia Business School

    Uploaded by

    ashumpwc
    This document provides information about the Digital Marketing course offered in Spring 2016. It will be taught on Mondays and Wednesdays from 2:15-3:45 pm in Uris 140. The professor is Kinshuk Jerath and the TA is Ryan Dew. The course will cover key topics in digital marketing including display advertising, search advertising, social media marketing and mobile marketing. Evaluation will be based on three group assignments, a group final paper, and individual class participation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    B8679: Digital Marketing

    Term: 2016 Spring A


    Day and Time: MW 2:15 pm to 3:45 pm
    Classroom: Uris 140

    Prof. Kinshuk Jerath


    Class of 1967 Associate Professor of Business
    521 Uris Hall
    (212) 854-2294
    [email protected]

    Office hours: TBD

    TA: Ryan Dew ([email protected])

    Course Description
    Digital technologies and associated capabilities have revolutionized the practice of marketing in the last decade.
    The new digital marketing platforms that have emerged include display advertising, search advertising and social
    media; in addition, mobile is fast becoming a key touch point between firms and consumers, as compared to
    desktops and laptops which were the “traditional” touch points. Digital marketing has become an essential
    component of any firm’s marketing strategy, but managers are still grappling with this medium which is
    continuously evolving as well. In this course, we will develop a systematic understanding of digital marketing by
    learning concepts and tools whose applicability will endure even as specific technologies and implementation
    procedures change. We will conduct an in-depth study of display advertising, search advertising and social media
    marketing, at both the tactical and strategic levels. We will invest a significant amount of time on outcome and
    effectiveness measurement methods and campaign evaluation metrics. Towards the end of the course, we will
    discuss a host of varied topics such as mobile marketing, media planning, privacy issues and digital ad fraud.

    The course will be primarily lecture and discussion based, with cases and real-world situations used to anchor
    class discussions. Throughout the course, we will invoke academic papers that develop relevant theories and
    subject them to rigorous scientific tests. Homework assignments will reinforce, and extend, concepts learnt in
    class. Finally, students will write (in groups) papers on their chosen topics related to digital marketing.

    By the end of the course, students will gain a solid understanding of digital marketing topics, and the knowledge
    to navigate (and “cut through the hyperbole” in) this yet-evolving industry. They will also learn to qualitatively
    and quantitatively evaluate marketing impact. Many of the learnings will be applicable beyond digital marketing.

    1
    Overview of Sessions*

    Session Topic(s) Required Readings Due that day


    Introduction: History; Digital marketing
    1 -- Time Spent by Media 2014
    channels and classifications; Relationship to
    01/27 (W) -- The Consumer Decision Journey
    purchase funnel
    Fundamental Ideas Underlying Digital -- What Makes the Internet Different?
    2
    Marketing: Search costs; Data-enabled -- Online Advertising, Behavioral
    01/29 (F)
    capabilities; Internet “Law of Gravity” Targeting, and Privacy
    Display Advertising I: Industry structure and
    -- The Evolution of Online Display
    3 economics; Programmatic and traditional
    Advertising (Video)
    02/01 (M) buying; Ad targeting; Ad “retargeting”; User
    -- Behind the Banner (Video)
    ad annoyance
    Display Advertising II: Measuring impact;
    4 -- The A/B test: Inside the technology
    Randomized experiments; Sample size issues;
    02/03 (W) that’s changing the rules of business
    “Super Bowl Impossibility Theorem”
    Search Advertising I: Sponsored search;
    -- Air France case
    5 Search engine optimization; Evaluation -- HW
    -- SEO 101, Beginners guide to Search
    02/08 (M) metrics; Strategic aspects of “Broad Match” Assignment I
    Engine Optimization
    and automation tools; “Poaching” on keywords
    Search Advertising II: Measuring
    6 -- Did eBay Just Prove that Paid Search
    effectiveness; Spillovers from display to
    02/10 (W) Ads Don’t Work?
    search; Attribution
    7 Social Media Marketing I: User engagement -- HW
    -- Ford Fiesta case
    02/15 (M) on social networks; Social advertising Assignment II
    Social Media Marketing II: Web 2.0; Social
    8
    media analytics; Online word-of-mouth; -- The Power of Like
    02/17 (W)
    Impact of online reputation
    Mobile Marketing: “Geo-fencing” and “geo-
    9 -- HW
    conquesting”; Differences from PC; Impact of -- How You Can Use Geo-Location
    02/22 (M) Assignment III
    “form” and manner of use on ad effectiveness
    Privacy: User response to privacy concerns; -- Tracking our Online Trackers
    10
    Data sharing “paradox”; Impact of privacy -- Why Managing Consumer Privacy
    02/24 (W)
    regulation on ad targeting and effectiveness Can Be an Opportunity
    Guest Speaker (Amanda Vandervort, Senior
    11
    Director of Social Media, Major League
    02/29 (M)
    Soccer)
    12 The “Dark Side”: Digital ad fraud
    -- How Much of Your Audience is Fake?
    03/02 (W) Wind Up
    -- Final Paper
    03/04 (F) THERE IS NO CLASS ON THIS DAY
    (due at 5:00 PM)

    * NOTES:
    • All HW assignments are due before the start of class.
    • This version of the syllabus is as of October 2015. Certain details may change with time.

    2
    Optional Readings

    Session Topic(s) Readings


    1 -- Spend some time exploring http://www.pewinternet.org/three-
    Introduction
    01/27 (W) technology-revolutions
    2 Fundamental Ideas Underlying Digital -- McKinsey Big Data report
    01/29 (F) Marketing -- Does Internet Defy the Law of Gravity?
    3
    Display Advertising I -- U.S. Digital Advertising Landscape And Key Players (Part 1, Part 2)
    02/01 (M)
    4 -- A Step-by-Step Guide to Smart Business Experiments
    Display Advertising II
    02/03 (W) -- Determining Ad ROI, Attribution is Nearly Impossible
    5
    Search Advertising I -- Do you need an SEO?
    02/08 (M)
    6
    Search Advertising II -- Attribution Modeling Overview
    02/10 (W)
    7
    Social Media Marketing I -- Social Media Disasters and How to Avoid Them
    02/15 (M)
    8
    Social Media Marketing II -- Understanding the Power of Twitter
    02/17 (W)
    9 -- 13 Mobile Marketing Stats You Need To Know
    Mobile Marketing
    02/22 (M) -- Advertising’s Next Frontier: The Internet of Everything
    -- How data brokers profit off you without your (or the law’s)
    10
    Privacy Issues in Digital Marketing knowledge
    02/24 (W)
    -- Digital surveillance: How you are being tracked every day
    11
    Guest Speaker
    02/29 (M)
    12
    Digital Ad Fraud + Wind Up -- The Bot Baseline: Fraud in Digital Advertising
    03/02 (W)

    3
    Evaluation

    1. Three assignments—group* (20% each = 60%)


    a. Measuring Advertising Effectiveness Using Field Experiments
    b. Advertising Attribution in a Multichannel Advertising Scenario
    c. Social Media Analytics

    2. Final paper—group* (20%)

    3. Class participation and preparedness—individual (20%)


    a. Attendance—10%
    b. Class preparedness and in-class contributions—10%

    * Groups can be of size one, two or maximum three. Group composition can vary for different deliverables.

    4
    5

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