Digital Marketing and Innovation

The advent of digital technologies is radically changing the way companies do business and market their ideas and products. Those changes are not regarding the basics of marketing. Marketing is still about segmentation, targeting and placement. Those changes are about the way the marketing process is managed on a daily basis. In fact, marketing is no longer a long-term and sequential process. It is rather an experimental process through which companies learn about what they can offer to their customers to relieve their pains and augment their gains. This process is called customer development and the objective of this course is to teach students how to design value propositions and use social and digital media to validate them. Students will learn that marketing is no longer based on a careful analysis of the market, a clear delineation of the objectives, and detailed definition of the plan to be implemented in terms of resources, time and activities. This way of doing marking presumes that data are scarce and an opportunity accessible only to a limited number of very big firms. On the contrary, students will learn how to deal with the impact of big data, as well as a new conception of marketing as a real time and interactive process.

At the end of the course, students are expected to have mastered the following topics: design a value proposition; design a communication funnel/learning process to test and validate a value proposition; manage a communication funnel/learning process to test and validate a value proposition; design and manage companies' profile and placement on the main digital channels (Facebook; Instagram; LinkedIn; Google Search; Twitter; YouTube; Web); design and manage the placement of an e-commerce site; design and manage the placement of a physical store through proximity marketing.