Digital Marketing and Social Media Details

• Digital Marketing and Social Media Strategy is being presented by Peter Stüttgen
• He can be contacted by email at [email protected]
• His office is TEP 5132
• Office hours are Wednesdays 1:00pm - 3:00 pm
• There is an open door policy Mondays and Wednesdays 9:00 am to 3:00 pm, plus possibly Fridays
• Virtual or in person office hours can scheduled via email
• The TA for this course is Jasmine Dong
• Jasmine can be contacted via email at [email protected]
• Office hours for the TA will be posted before each assignment

Textbook

• There will be no traditional textbooks for this couse
• Online certifications in lieu of textbook are acceptable
• These are useful signals on CV/LinkedIn
• Additional readings will be posted on Canvas
• Two Recommended textbooks are "The Digital Marketing Handbook" and "Digital Marketing Strategy" by Simon Kingsnorth if you want one

Grading

• Cases will account for 20% of the grade
• The weighting is two cases at 10% each
• Group Projects will account for 45% of the grade
• Tepper I is 12%
• Tepper II is 18%
• Social Media Analysis + Recommendation is 15%
• Exams will account for 20% of the grade
• The weighting is two exams at 10% each
• Certifications will account for 12% of the grade
• The weighting is six certifications at 2% each
• Digital Marketing Examples will account for 2% of the grade
• The weighting is 1% for Introduction
• Attendance is part of the grading
• Plagiarism or Cheating will be reported to the Office of Community Standards and Integrity
• Minimum penalty for cheating is -100% on the assignment
• Do not compare answers!

What is Marketing?

• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals
• American Marketing Association definition
• Selling focuses on the needs of the seller
• Marketing focuses on the needs of the buyer
• Selling is preoccupied with the converting product into cash
• Marketing satisfies the customer with the product and the whole cluster of things associated with creating, delivering and finally consuming it
• Theodore Levitt, 1960 quote: "You're not marketing if you are not targeting."
• Tom Burrell quote

What is (Business) Strategy?

• Business strategy is the broad formula for how a business will compete, its goals, and the policies needed to carry out those goals
• Definition by Michael Porter, 1980
• Business strategy can be summed up in one sentence what you will be trying to achieve over the coming years

Marketing Strategy Framework

• Key aspects of the marketing strategy framework include strategic planning that drives strategic decisions through the use of marketing research
• Strategic planning includes things like purpose, goals, and objectives; value proposition; Porter's 5 Forces; consumer behavior; and segmentation, targeting, and positioning
• Strategic decisions include price, product, placement, and promotion

Objectives, KPIs and Metrics

• Every good marketing strategy starts with a clear objective
• Brand awareness, sales, and customer retention are examples of objectives
• Key Performance Indicators (KPI) measure progress/success of your objective
• Objectives should be SMART: specific, measurable, attainable, relevant, and timebased
• Metrics are the quantifiable measures that help understand what is or is not working

Consumer Behavior

• Understanding the consumer journey and decision process is crucial to marketing
• Consumer journey stages include awareness, consideration, purchase, and loyalty
• Consumer decision process stages include need recognition, search, evaluation, purchase decision, and post-purchase behavior

STP

• Segmentation involves identifying different consumer types and ideally based on preferences or behavior rather than demographics
• Targeting involves choosing which segment(s) to target, and the best way to reach them
• Positioning involves determining what your product or company should stand for in your target consumers' minds and the information you need to send them

Digital Marketing

• Evolution of terminology includes Direct Marketing that uses customer data to target people individually and originally by mail or phone
• eCommerce focuses on selling over the internet
• Permission Marketing targets customers with their permission
• Interactive focusus on interaction between company and customers thanks to technology
• Internet Marketing uses internet

What is Digital Marketing?

• Digital marketing utilizes the internet and online-based technologies to promote products and services
• Digital marketing can be defined as using any digital technology to facilitate the marketing process, with the end goal to facilitate customer interaction and engagement
• Digital marketing includes effectively use the digital marketing communication channels (Search Ads, SEO, Social Media, etc.)
• It includes analyzing and interpreting data, metrics, and KPIs from those channels and analyzing interactions between digital and non-digital channels

Digital Marketing Components

• Digital marketing include Owned Media such as Website, Email, and Social Media Channels
• It includes Paid Media such as Search Ads, Display Ads, Video Ads, Shopping Ads, Social Media Ads and Influencers
• It includes Earned Media such as Organic Search, Social Media Mentions, Reviews and Blogs

CMUQ Facebook Example

• The CMU-Qatar campus has ~400 students and ~1,200 alumni
• CMUQ has 741,000 Facebook likes and 726,000 followers
• It is important to have a strategy for social media
• The objective for CMUQ's social media presence includes attracting prospective students, targeting high school students and/or parents
• It includes generating employment opportunities for graduates, keeping alumni involved, and soliciting donations

Details about the Digital Marketing and Social Media Strategy course with Peter Stüttgen. It covers contact information, office hours, TA details, textbook information, and grading breakdown. The course uses online certifications and readings posted on Canvas instead of traditional textbooks.