- Overview
- Evolving digital marketing landscape
- Digital technologies and trends
- Digital marketing organization
- Digital marketing mix strategies
- Lecture Slides
- Lecture Notes
- Lecture Assigned Articles
- Additional Materials
- Learning Takeaways
- Digital Marketing is Information-Driven: Understand that digital marketing fundamentally revolves around information as an economic good where attention becomes the scarce currency, requiring marketers to focus on creating valuable, attention-grabbing content rather than just producing more information.
- Technology Enables Customer-Centric Business Models: Master how digital transformation shifts businesses from mass marketing to personalization and co-creation, where customers become active participants in the value creation process through platforms, channels, and networks.
- The 4Ps Require Digital Adaptation: Recognize that traditional marketing mix elements (Product, Price, Place, Promotion) must be reimagined for digital environments - from information products with near-zero marginal costs to personalized pricing strategies and multichannel distribution approaches.
- Network Effects Drive Competitive Advantage: Grasp how digital businesses leverage network externalities, lock-in effects, and switching costs to build sustainable competitive advantages, understanding that success often depends on collaborators and complementors, not just direct competitors.
- Data Analytics is Essential for Decision-Making: Develop the mindset that successful digital marketing requires transforming data into actionable insights (Data → Information → Knowledge → Wisdom) and using analytics to understand customer behavior, optimize campaigns, and measure performance across multiple touchpoints.