Final Syllabus Digital Media in Marketing Project · Digital Media in Marketing Project ... platforms important when we plan our marketing and advertising strategies. ... eMarketing

Final Syllabus

This syllabus is subject to change. Digital Media in Marketing Project | DIS

Digital Media in Marketing Project

SPRING 2017 Location: Copenhagen

Credits: 3 Major Disciplines: International Business, Marketing, Communicator

Faculty: Line Katherine Laustsen Langelund, e-mail via canvas Program Director: Susanne Hovmand, V7.36

Assistant Program Director: Anne Christine Nielsen Class: Monday and Thursday, 14.50-16.10

Classroom: 10-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 classroom. 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.

Objectives

This course is designed in a manner making it possible for students to acquire the latest knowledge about the future of digital media and online marketing disciplines.

Final Syllabus


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 and Key words )

Develop the framework for a digital media marketing plan

Create a shot video for content marketing

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 Canvas 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.

For this course we work with 3 sponsor companies:

1. We will work with American Pie Company.

We will create a short video for social media marketing for a specific target group and brand

www.theamericanpieco.com

2. We will learn about video marketing from the company Twentythree

http://www.theamericanpieco.com/

Final Syllabus


http://www.twentythree.net

23 will provide a platform where we can upload and share or videos.

3. We will work with the company Marketing Lion who will provide us with real life company cases

for our finals project.

http://marketinglion.com/uk/about-marketing-lion/

You will be introduced to Marketing Lion’s digital marketing tools.

In groups of three to four students, you will work on a given companycase – presented by Marketing Lion.

The project will be to work out a digital marketing strategy for one of Marketing Lions Clients.

Finals: Final Group Project is a 10 min. group presentation to Marketing Lion. Format and content TBA and

announced on DIS Canvas

4. Reflections papers. 3 reflection papers to be handed in during the semester. Questions will be given one week prior each due date via canvas. (500 words each assignment) .

Grading

NB! All grade components will be explained further during first day of class and prior each assignment.

15% Engaged Participation: Attendance, involvement in discussions, questions, responding to questions, giving feedback and collaborating/interacting with other students. (Individual grade)

20 % content creation: create a short video (using your mobile phone) for the AmericanPie company

(Group Grade). You will hand in the assignment to a video platform midnight of feb 24. Much more Information given in class.

30 % Reflections papers: 3 papers of 500-words each, bullet-points OK. Each reflection assignment is worth 10% (Individual grade). Reflection Questions will be given prior each deadline.To be handed in electronic via canvas before midnight on feb 23. dates. Dates will be given on canvas also

35% Final Group Project presented as a final exam. A digital Marketing Strategy. Format: 10 min group presentation to Marketing Lion during final exam week dates TBA. The presentation is 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.

To be eligible for a passing grade in this class you must complete all of the assigned work.

Disability and Resource Statement: Any student who has a need for accommodation based on the impact

of a disability should contact the Office of Academic Support to coordinate this. In order to receive

accommodations, students should inform the instructor of approved DIS accommodations within the first

two weeks of classes.

http://www.twentythree.net/


Final Syllabus


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)

E-books

eMarketing - The Essential Guide to Marketing in a Digital World (Rob Stakes)

The Future of Business Edited by Rohit Talwar

Website to follow during the course

www.campaignlive.co.uk

http://www.futuristgerd.com

look through the syllabus there are various websites posted

Faculty

Line Kathrine Laustsen Langelund

MA (Social Anthropology, 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 Educational management and Teaching , Market Research and Management Consultancy focused on Chinese business, language and culture. With DIS from 2004-2009 as Faculty & Program Director. Returned to DIS as Faculty in 2015.

Contact to faculty: By email via canvas. Allow 24 hours response time for emails. Urgent text on

Phone + 45 2537 8941

Detailed Schedule

http://www.campaignlive.co.uk/

http://www.futuristgerd.com/

Final Syllabus


Class Date Topic Preparations & readings

1 Thursday

Jan 19

Introduction to the course and the format of assignments

“Watch the video link on the canvas front page to the course”

READ The SYLLABUS

Look at the website


Read in the book : THE FUTURE OF BUSINESS. Intro page 1 to 22. The book is an e-book on canvas

2 Monday

Jan 23

We will continue with the topics in the The Future of Business in the digital age.

You will get an intro to reflection assignment no 1

Read in the book: THE FUTURE OF BUSINESS

Chapter by Gerd Leonhard “Redefining the relationship of man and machine” p82-94

The Book is an electronic version on DIS Canvas

Read: 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. Article is on DIS Canvas

Visit




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3 Thursday

Jan 26

1.New rules vs old rules of marketing

2. A general talk on Social media marketing – and a specific look at the agency UK Ogilvy

3. And a short intro to the field study company Twentythree

Reading in the Book

The New Rules of Marketing and PR chapter 1, page 1 to 49.

Look at the website; http://www.ogilvy.com

Visit the website:


4 Monday

Jan 30

Intro to American Pie Co. and the video content assignment

The AmericanPie Company

The AmericanPie company staff will come to class to explain their concept and present the brief they will like you to work with to create the video content assignment

Faculty will explain the format with American Pie staff.

Reading:

1.Look at the American pie website and do below background reading.

www.theamericanpieco.com

Read:

3. http://practicenext.com/thinknext/is-your-marketing-ready-for-the-digital-age/

http://www.ogilvy.com/


http://www.theamericanpieco.com/

http://practicenext.com/thinknext/is-your-marketing-ready-for-the-digital-age/



Final Syllabus


Wed

Feb 1

Field Study

Meet outside Vestergade 10 at 13.30 sharp.

We will Walk to the company 23. (We walk also in the rain/or snow ;o) so bring warm clothes )

Company Presentation and class at Twentythree 14.00-16.00

At 16.00 we walk back to DIS in Vestergade

Look at the 23 website , you need to spend about 20min to 30minutes looking at the different aspects and try to understand what the company is.


Bring two questions you would like to ask the staff at 23 Video.

Read in “Content Rules”

Chapter 16 “Video Show me a story”

5 Thursday

Feb 2

23 – Why have a video platform at all?

What is the difference of 23 and Youtube.

Follow up on the company visit and discussions about video platforms.

Intro to Group work and creation of groups. Short intro to group dynamics and why ‘we’ often is better than ‘I’ at the work place? We will create groups for the Video content assignment – and have a Q&A about the format of the assignment for American Pie company.

Reading in Content rules

Chapter 1, 2, 3 & 4, page 1 to 55

Think about Why do you think teamwork matters and what do you think is the key for a successful Team?

Work on your ideas on the video planning sheet that you got from 23. It is also on canvas and you can print as many as you like. The best idea is not always the first, but oten combinations of ideas makes the trick – so start brainstorming .

NB: Bring to class an electronic version of your reflection about your own contribution to groups and projects for this class . Look at he similar question assigned in reflection assignment no 1. The electronic version you bring to class is only for your own use, Prepare a 1 minutes pitch of what you will be able to contribute with to the video assignment.

Hand in Reflection assignment no 1 via canvas, by midnight of Friday Feb. 3ed.

Week 6 Core Course Week No Class


Final Syllabus


6. Monday

Feb 13

Video content, story telling and skipping time – what’s the connection?

We will look at different video ads and campaigns . Discuss and analyse them.

At 15.40 we will leave class to walk down Skinnergade to have a look at the location of the AmericanPie Company.

Re-visit in “Content Rules”

Chapter 16 “Video Show me a story

Find a video ad that you liked, look at youtube

Work on your ideas on the video planning sheet that you got from 23. It is also on canvas and you can print as many as you like. The best idea is not always the first.

Plan your project with a project plan, so you know who does what when.

7 Thursday

Feb 16

Work on your AmericanPie video.

Time to shoot your video, edit or others. We meet in the classroom to check-in, then groups can split up and plan accordingly. Faculty will be in class for Q&A.

Arrange with groups. You do need to

meet outside class hours also to be able

to finish the project.

Final Syllabus


8 Monday

Feb 20

Work on your AmericanPie video.

Time to shoot your video – edit or others. We meet in the classroom to check-in, then groups can split up and plan accordingly. Faculty in class for Q&A.

Arrange with groups. You do need to

meet outside class hours also to be able

to finish the project.

Thursday Feb 23

Consumers & the future of digital media.

We discuss the readings and the 4 P model and how it is relevant to a marketing project.

Read in “The Future of Business”

1.Understanding tomorrows consumers by Anne Lise Kjaer p.163-169. ( Notes especially the 4 p model)

2.The future of digitalmedia – the freexpensive prerogative p 224-233 by Yates Buckley

3. Work on your video production with your group.

Hand in video content creation assignment to 23 platform no later than midnight of Friday 24. Feb.

Week 9 Travel break / long study tour No Class

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10 Monday

March 6

The Grand Show of your video assignments .

We Invite the staff from AmericanPie company to watch the Videos and give feedback

Each group gives constructive feed back to each other on the 23 site.

Make sure to have uploaded your video

assignment to the 23Video platform no

later midnight of Feb. 24.

11 Thursday

March 9

The history of the web and digital – and a presentation to the cases provided the last 10 years at The International Center for New Media

Guest Lecture by:

Michael Jeppesen, It professional and former employee at ICNM in Austria

Visit these sites. Look at the winning

projects from the last years and find a

project you like best, and be able to

answer why you like it and what the

digital ide behind the project is.

www.icnm.net

www.wsis-award.org

http://www.icnm.net/

http://www.wsis-award.org/

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12 Monday

March 13

3D visual campaigns and

Google Cardboard Lab

w/ Tina Mellergaard Jensen Former Head of Social at BABY, now Tina is Head of Social at the Danish Agriculture & Food Council (Landbrug & Fødevarer)

Download one or two of these apps to your phone – we will use them in class you can also search for other virtual reality apps to download Vrse Sisters Orbulus Insurgent War of Words VR Dinotrek VR experience Legendary Pictures VR Caaaaardboard

13 Thursday

March 16

Case: Omnichannel marketing

We will look closer at and discuss the concept of omnichannel marketing and why it is a hot buzz word when talking digital marketing these days.

SportsMaster (Danish sportsclothes retailer)

Read the Sports Master case on canvas

Week 12 Long Tour 2 No Class

14 Monday

March 27

The customer Journey.

Why do we talk about the customer journey and digital footprints? And why they are so crucial for a digital marketing campaign.

Intro to the concept of Key words and SEO.

Reading TBA

Read the Marketing Lion PPT on Canvas.

Google Customer Journey.

Thing of the last personal customer journey you did your self. What was the last think you bought, why did you boy it, and what where the steps and what was the decision making process that made you buy the product you bought?

http://www.campaignlive.co.uk/article/4-ways-marketers-will-use-tech-engage-consumers-2017/1419990

Final Syllabus


15 Thursday

March 30

MarketingLion

What is a Digital Marketing Strategy and how does the digital media company; MarketingLion work with their clients – and what tools are they using?

Partner Kristian Humle Lauritsen and consultant Christoffer Lund Strøier presents the company and cases

Read about the company at:


Read the PPT presentation from

MarketingLion – find it on Canvas .

Read the cases from MarketingLion.

Find them at Canvas - These cases will

be the foundation of your finals

project.

Bring two question related to the company PPt and two questions related to the cases to ask the staff at MarketingLion during class

16 Monday

April 3

Preparation of The project with MarketingLion and preparation to visist the company.

We arrange groups for the different cases.

We start the planning face of the final project. Working on the case given by Marketing Lion

Think about the project you want to work on, and what you can contribute with to your team.

FIELD STUDY

08.30 -12.30

Wed

April 5

Field Study

Company Visit to MarketingLion

We meet at DIS Vestergade 7 at 9.00 We walk to MarketingLion’s headoffice in Copenhagen located 15 min walk from DIS

Bring two questions related to working at a digital marketing company, that you want to ask MarketingLion staff -

17 Thursday

April 6

Marketing Lion

Keywords and Google analytics

Staff from marketing Lion will present the concepts of Key words and Google analytics

Related to your cases

Read the guidelines to Key words analytics will be presented at canvas.

NB: You need to incorporate this to your

final presentation



Final Syllabus


18 Monday

April 10

Key words analytics related to the cases w. Staff from MarketingLion

Groups get a chance to ask the last questions for their case work w. staff from Marketing Lion

Prepare Key word assignment, Material TBA

Week 15 Week 16

Travel Break No Class

19 Thursday

April 20

MarketingLion – Case

In class case work

Working on the case given by Marketing Lion

Q&A to Faculty

Arrange with your group what to

prepare

20 Monday

April 24

MarketingLion - Case

In class Case work

Working on the case given by Marketing Lion

Q&A to Faculty

Arrange with your group what to

prepare

21 Thursday

April 27

In class presentations of final project. Present to faculty and students. Students will provide written feedback to each other.

(Feedback will also be given individual to all groups during May 1st session)

Each group will present in front of the whole class - this will allow for final feedback to fine tune presentations before the final exam.

Final Syllabus


22 Monday

May 1

In class presentations of final project

Continue in class presentations of final project– students provide written feedback to each other

Feedback will also be given individual by faculty to all groups during the sessions )

Each group will present in front of the whole class - this will allow for final feedback to fine tune presentations before the final exam.

23 Thursday

May 4

Last brush up on final presentations, and final Q&A to faculty, and faculty feedback to all groups.

.

In class end of semester quiz

Final touch and sum up of the course

Bring one question and the answer to a topic we have had during the semester. Write the question on a paper and bring to class. – We will quiz and you have a change to get your participation grade up.

NB: Reflection assignment # 3 due by midnight on May 8. Hand in digital to canvas.

FINAL Exam group presen-tation

May 8 – 11

Finals Week

Your final presentation/exam for this course will be during the DIS exam week –Note the exam date will be TBD. It is a group exam. Each group will be given a timeslot of 25 minutes

All requirements to the final exam will be posted on canvas and will be presented in class also.

The course outline is subject to change if necessary - with as much notice as possible.

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Final Syllabus Digital Media in Marketing Project · Digital Media in Marketing Project ... platforms important when we plan our marketing and advertising strategies. ... eMarketing