Digital Marketing Strategy
Digital Marketing and Social Media Strategy
Digital Marketing Strategy
Students will learn to develop Digital Marketing Strategy across search, social, influencers, e-commerce, display, and viral video ads. Students will perform KPI analysis for marketing, optimizing spend, unpack marketing technology, and learn to apply AI and Web 3.0 tools.
Topics
Search Engine Marketing — PPC and SEO
Digital Advertising — Display and Video
Social Media and Influencer Marketing
E-commerce Platforms
Predictive and Generative AI in Marketing
Personalization, Targeting, and Privacy
Web 3.0 — Blockchains, Bitcoin, ICOs, NFTs
Case Studies
Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search Jeffrey et al., Kellogg (2009) · Search, PPC, KPIs
Online Marketing at Big Skinny Edelman, Kominers, HBS (2012) · Marketing Strategy, A/B Testing
Squatty Potty: Assessing Digital Marketing Campaign Data Dinsmore, Kominers, Ivey (2018) · Viral Video, Social Media
AirFox (A): Embracing the Blockchain and an ICO Bussgang et al., HBS (2018) · Web 3.0, Decentralized Ads
The YES: Reimagining the Future of E-Commerce with Artificial Intelligence Avery et al., HBS (2018) · E-Commerce, AI
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences Avery, Nahas, HBS (2022) · AR/VR, Social Media
Tools & Certifications
Analytics and AI Platforms
Low-code: Alteryx · Google Colab
Certifications
Digital Advertising — HubSpot Academy ·
Social Media Marketing — HubSpot Academy
Google Ads Display — Google Skill Shop ·
Google Analytics — Google Skill Shop
Guest Speakers (Past)
Scott Olrich
Former COO, DocuSign
Konrad Ribeiro
Head of Coaching, Americas Large Customer Sales · Google
Ariel Sims
Head of Social · Digitas
Clinton Suh
Head of E-commerce · On
Maria Jose Martin
North America Marketing Lead · Motorola
Jenn Ng
The Trade Desk
Data Scientists
Amazon, Snapchat, and more