Digital and social media are key channels that help firms reach, acquire, and engage customers. Yet, for every success story of digital and social media implementation that we read, there are many untold tales where firms failed to achieve their desired goals. To prepare executives for opportunities and challenges in a technology-driven economy, this course focuses on how firms can use digital and social media to effectively connect with consumers. We will discuss how firms can execute viral strategies, use social data to understand and interact with their customers, and leverage on the increasing usage of mobile technology by consumers. In addition, we will go through hands-on analytical exercises for some of the strategies that we will discuss.
This course is particularly applicable to those pursuing careers in technology, marketing, and media. Whether you plan to launch or join a tech startup, or work for an established organization, knowing how to strategically and effectively manage digital and social media will be a valuable asset.
Two things about this course that you should know in advance:
1. Due to time constraint, we only cover selected topics in this course (see Course Outline). Students are encouraged to consider other courses and channels to build up their “Digital IQ”.
2. Although we will touch on some popular digital platforms in class, the purpose of this course is not to turn you into a Certified Expert of Facebook/Youtube/Twitter (or whatever platform that is currently “hot” in town). Instead, this course aims to equip you with platform-independent knowledge and skills based on principles (rather than on trends or fads) in digital media and marketing. This emphasis aims to help you apply insights that you gain from this course to the next big thing in the digital world.
This course mainly involves case discussions, student participation and presentations, and exam. Pre-class readings would be assigned and students are expected to complete these readings and related assignments before coming to class. Depending on availability and schedule, guest speaker(s) might be invited to share the latest insights and trends in digital media and marketing.