2025 (Current Year) 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)
- Seiichiro Honjo
- Class Format
- Lecture (HyFlex)
- Media-enhanced courses
- -
- Day of week/Period
(Classrooms) - 9-10 Sat
- Class
- -
- Course Code
- TIM.B535
- Number of credits
- 100
- Course offered
- 2025
- Offered quarter
- 2Q
- Syllabus updated
- Mar 19, 2025
- Language
- Japanese
Syllabus
Course overview and goals
[Course Overview]
This course provides lectures and discussions on the fundamental theories and concepts that form the basis of marketing in the context of digital technologies.
[Course Objectives]
With the advancement and widespread adoption of digital technologies, stakeholders, including customers, have become more interconnected, and companies can now acquire and analyze various types of data. This course explores marketing in such a digital environment, explaining fundamental concepts based on academic research and discussing their practical applications.
Course description and aims
・Course Goals
This course has two main goals:
- To develop the ability to explain service-dominant logic and value co-creation.
- To be able to create a service blueprint for a business you want to realize or analyze.
Keywords
consumer behavior, customer journey, brand relationship, and customer relationship management(CRM)
Competencies
- Specialist skills
- Intercultural skills
- Communication skills
- Critical thinking skills
- Practical and/or problem-solving skills
Class flow
The course consists of lectures and group discussions, followed by the submission of a communication sheet. In the final session, students are required to give a presentation on the customer journey map they have created.
The content may be changed with the consent of the students, depending on their interests and the progress of the course.
Course schedule/Objectives
| Course schedule | Objectives | |
|---|---|---|
| Class 1 | Course guide Fundamentals of digital marketing | Group discussions and submission of communication sheets |
| Class 2 | Customer journey | Group discussions and submission of communication sheets |
| Class 3 | Brand relationship | Group discussions and submission of communication sheets |
| Class 4 | Customer relationship management (CRM) | Group discussions and submission of communication sheets |
| Class 5 | Implementation and utilization of marketing technology | Group discussions and submission of communication sheets |
| Class 6 | Future and ethics of digital marketing | Group discussions and submission of communication sheets |
| Class 7 | Presentation | Presentation of assignments and submission of communication sheets |
Study advice (preparation and review)
To enhance effective learning, students are encouraged to spend approximately 100 minutes preparing for and reviewing the content of each lesson, referring to the class materials.
Textbook(s)
Original materials
Reference books, course materials, etc.
Kubota, Y. (2024). Brand relationship. Yuhikaku (Japanese).
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Hoboken, NJ: John Wiley & Sons.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Hoboken, NJ: John Wiley & Sons.
Evaluation methods and criteria
Grades will be determined based on the following components:
- Class participation: 60% (assessed through communication sheets and other contributions)
- Presentation: 20%
- Presentation materials: 20%
Students who do not submit their presentation materials will not be eligible for evaluation.
Related courses
- TIM.B414 ： Strategic Management I
- TIM.B415 ： Strategic Management II
- TIM.A416 ： Service Science
- TIM.C516 ： Information and Service Science for Social System I
- TIM.C517 ： Information and Service Science for Social System II
Prerequisites
Proactive attitude