2024 Faculty Courses School of Environment and Society Department of Technology and Innovation Management Graduate major in Technology and Innovation Management
Digital Marketing
- Academic unit or major
- Graduate major in Technology and Innovation Management
- Instructor(s)
- Kazutoshi Sasahara
- Class Format
- Lecture (HyFlex)
- Media-enhanced courses
- -
- Day of week/Period
(Classrooms) - 1-2 Sat
- Class
- -
- Course Code
- TIM.B535
- Number of credits
- 100
- Course offered
- 2024
- Offered quarter
- 2Q
- Syllabus updated
- Mar 14, 2025
- Language
- Japanese
Syllabus
Course overview and goals
In this course, students will learn the basic theories and concepts of digital marketing, strategy and management in a systematic manner, and acquire knowledge and skills that can be applied in practice, with examples of corporate marketing strategies.
Course description and aims
The goal of this lecture is to master the basic concepts and techniques of digital marketing and to acquire the practical skills to formulate marketing strategies and manage.
Keywords
Consumer behavior, Information system, Social media, Product strategy, Targeting, Channels, Business models, Promotions
Competencies
- Specialist skills
- Intercultural skills
- Communication skills
- Critical thinking skills
- Practical and/or problem-solving skills
Class flow
This lecture will be carried out with discussion in an interactive manner. Group work will involve research and analysis of digital marketing cases to design and validate marketing strategies. In addition, we will invite corporate marketing practitioners to lecture and discussion about the latest digital marketing trends.
Course schedule/Objectives
| Course schedule | Objectives | |
|---|---|---|
| Class 1 | An introduction to digital marketing | An overview of marketing in the digital world |
| Class 2 | Basic concepts of digital marketing | Understand consumer behavior and business models in the digital world |
| Class 3 | Digital marketing strategies(1) | Uunderstand product and pricing strategies in digital marketing |
| Class 4 | Digital marketing strategies(2) | Understand channel and promotion strategies in digital marketing |
| Class 5 | Digital marketing management | Understand the research and information systems involved in digital marketing management |
| Class 6 | Guest lecture (1) | Learn about the latest trend of digital marketing |
| Class 7 | Guest lecture (2) | Learn about the latest trend of digital marketing |
Study advice (preparation and review)
It is recommended to read and review the relevant sections of the reference books after the lecture.
Textbook(s)
Slides will be provided.
Reference books, course materials, etc.
Marketing 4.0: Moving from Traditional to Digital
Evaluation methods and criteria
Class contribution 20%, Group work 30%, Report 50%
Related courses
- TIM.C401 ： Ecosystem Management I
- TIM.C401 ： Ecosystem Management I
- TIM.B414 ： Strategic Management I
- TIM.B415 ： Strategic Management II
Prerequisites
None
Contact information (e-mail and phone) Notice : Please replace from ”[at]” to ”@”(half-width character).
Kazutoshi Sasahara sasahara.k.aa[at]m.titech.ac.jp
Office hours
Please email in advance.