|
HU Credits:
2
Degree/Cycle:
2nd degree (Master)
Responsible Department:
Business Administration
Semester:
1st Semester
Teaching Languages:
Hebrew
Campus:
Mt. Scopus
Course/Module Coordinator:
Yael Shatzky
Coordinator Office Hours:
by appointment
Teaching Staff:
Ms. Yael Shatzky
Course/Module description:
Digital marketing leverages online platforms, digital tools, and cutting-edge AI to promote products and services. As the digital world continues to play an integral role in everyday life, digital marketing is now central to the strategy of every company, regardless of size.
This course blends relevant theory, data-driven analysis, and real-world examples and case studies to offer a comprehensive understanding of today’s digital marketing landscape. We’ll critically assess various digital marketing tactics, explore emerging trends, and evaluate the effectiveness of common strategies.
Lectures will be delivered by members of G-CMO, an exclusive forum of Israel’s leading marketing executives, all of whom oversee global marketing operations. This is a unique opportunity to gain firsthand insights from the country’s top CMOs and marketing VPs on how digital marketing works.
Course/Module aims:
This course is designed to enable participants to understand, critique, and implement global digital marketing strategies and best practices.
By the end of the course, participants will:
Be able to craft a comprehensive digital marketing strategy.
Understand the impact of digital transformation on a company’s bottom line.
Design customer journeys that resonate with digital audiences.
Create high-impact content and campaigns.
Link digital efforts to business growth.
Utilize channel marketing effectively in the digital space.
Build strong customer advocacy using social media.
Lead branding initiatives with a digital-first mindset.
Learning outcomes - On successful completion of this module, students should be able to:
Upon completion of the course, participants will be equipped with the knowledge and know-how of devising a digital marketing strategy, the power of digital transformation on the bottom line, designing a customer journey, creating impactful content and campaign, connecting growth and digital, leveraging channel marketing and AI, building customer advocacy through social media and leading a branding process with a digital mindset.
Attendance requirements(%):
80
Teaching arrangement and method of instruction:
This course integrates lectures, readings, listening and viewing of digital materials, as well as class discussions to facilitate an immersive learning experience.
Each lecture will introduce new concepts, provide frameworks for analysis, and highlight relevant social trends. Active participation is expected, as the sessions will be interactive, promoting discussion and engagement.
Preparation
Before each class, students will be assigned preparatory materials including blog posts, podcasts, videos, and TED Talks. It is essential to review these materials to contribute meaningfully to discussions.
Course/Module Content:
Digital Marketing: Intro
Everything you didn't know you wanted to know
Lecturer: Yael Shatzky, Co-Founder & CEO, CMO
B2B Go-to-market - what's needed for digital marketing?
Varda Caspi, VP Marketing, Aiode
Brand Identity- Truth and Dare
Lecturer: Sharon Duchin, Marketing Exec & Global CMO
Lead Generation – B2C: Targeting, Personalization and Marketing to a Segment of One
Lecturer: Nir Pochter, CMO, Lightricks
Content Marketing
Lecturer: Jonathan Kaftzan, VP Marketing & Business Development, Armo
Getting your message and offering to the right set of eyes - building your Marketing channel mix
Amit Bivas, VP Marketing & Business Development,
BL Advanced Systems
How we Applied an Analytical Audience First Methodology to Building our New Brand
Lecturer: Nadia Hitman, VP Brand Marketing, Simply (formerly JoyTunes)
AI Tools in Marketing
Tomer Zuker, VP Marketing D-ID
Lead Corporate Goals with Marketing-led Growth: Focus on the Data & ROI
Lecturer: Idan Hershkovich, VP Marketing & Growth, Cato Networks
Leading practices: From B2C to Rock B2B Brand building
Lecturer: Chen Guter, VP Marketing and Brand, AppsFlyer
Standing out in a crowded market - Marketing in Cybersecurity
Amit Daniel, CMO, Checkmarx
From Budget to Crisis Management: setting a plan, making adjustments
Tlalit Bussi Tel Tzure, VP Business Development and Global Marketing, IceCure Medical
Creativity in Marketing
Sabo Taylor Diab, CEO and Co Founder, Krystal Eight
Required Reading:
Each lecture has preliminary reading and preparatory (Videos, blogs, posts) materials, to be published at least two weeks prior to the class.
Additional Reading Material:
As stated above.
Grading Scheme :
Presentation / Poster Presentation / Lecture/ Seminar / Pro-seminar / Research proposal 50 %
Active Participation / Team Assignment 20 %
Submission assignments during the semester: Exercises / Essays / Audits / Reports / Forum / Simulation / others 30 %
Additional information:
Assignment:
1. Final Presentation: Building and presenting a Digital Marketing Plan. Based on what you have learned, you will create a plan for a digital plan presenting a campaign, including channels, types of content, touchpoints, and more.
Specific guidelines will be provided in class. Assignments will be submitted individually. Assignments can be submitted in class or via email.
2. Assignment: A short paper (4 pages tops), analyzing a specific challenge that was addressed in the previous lessons.
3. Active class participation
- Regular and active class participation is expected. Your participation is graded based on my impression of your understanding of the preparation materials, your active participation in class discussions, and the homework that is required throughout the course.
Evaluating effective class participation includes:
• Arriving to both parts of the class on time
• Coming prepared, after reading/listening to all preparation materials
• Contributing to the discussion with conclusions or after-thoughts that are relevant to the discussion
• Being ready to be called upon to discuss, summarize or describe the class and preparation materials
• If for any reason you must miss class, please let the teaching assistant know in advance. In any case, missing more than 3 classes will result in losing that part of the grade (30%).
|
