NUCB Graduate School of Management

Driving Digital Marketing Prof.toshihiko ted Katagi

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About the course

This course focuses on the following complementary objectives:

1) Deepening knowledge of building Marketing Propositions. The internet has sped up the pace and nature of Marketing, but many of the basic principles of Marketing have not changed - particularly building a strong Proposition. 2) Understanding Digital Marketing: Internet Strategies, Commercial Models, Website Marketing, SEO Marketing, and Social Media Marketing. 3) Understanding how to integrate Digital Marketing: The basic Framework of Marketing (5Ps of Marketing) used is one developed by the instructor based on about a decade of experience running consumer marketing organizations.Digital Marketing is taught for conceptual knowledge more than specifc knowledge since techniques change constantly and will have less lasting impact.

Sessions

Session 1

  • Theme:Internet Platforms and Strategy
  • Case:Amazon, Apple, Facebook, and Google

Session 2

  • Theme:Digital Marketing Tactics
  • Case: Hubspot

Session 3

  • Theme:Social Media Marketing
  • Case: Dove

Session 4

  • Theme:Integration of Digital Marketing into standard Marketing Platforms
  • Case:Mastercard

Learning Outcomes

  • (1)Deepening knowledge of building Marketing Propositions. The internet has sped up the pace and nature of Marketing, but many of the basic principles of Marketing have not changed - particularly building a strong Proposition.
  • (2)Understanding Digital Marketing: Internet Strategies, Commercial Models, Website Marketing, SEO Marketing, and Social Media Marketing.
  • (3)Understanding how to integrate Digital Marketing:

Trust the experts

Toshihiko Ted Katagi

Mr. Ted star his business career in Enterprise Sales for IBM. He joined Bain and Company after Business school and used his four years of experience there to then become Director of Strategy for AirTouch. His 20 year career experience as an executive included: Chief Marketing Officer positions wi...

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