|
HU Credits:
2
Degree/Cycle:
2nd degree (Master)
Responsible Department:
Business Administration
Semester:
1st Semester
Teaching Languages:
Hebrew
Campus:
Mt. Scopus
Course/Module Coordinator:
Dr. Renana Peres
Coordinator Office Hours:
by appointment
Teaching Staff:
Ms. Sophie Melnik Amitay
Course/Module description:
The course lecturers are all members of G-CMO, an exclusive forum of the top Israeli marketing executives all of whom are managing global marketing operations. This is a unique opportunity to hear firsthand from the country’s leading CMOs and VPs of marketing about the ins and outs of digital marketing and how it applies in real life.
Course/Module aims:
The main goal of the course is to help participants understand and evaluate digital marketing tactics and best practices that can be used on a global scale.
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, connecting growth and digital, leveraging channel marketing within the digital space, building customer advocacy through social media and leading a branding process with a digital mindset.
Attendance requirements(%):
100
Teaching arrangement and method of instruction:
lectures, readings, class participation, podcasts, case studies.
Course/Module Content:
1. A Glimpse into Digital Marketing
2. Customer. Brand. Product. Tools.
Juggling Your Way In Digital Marketing.
3. Transforming from Traditional Marketing to Digital Marketing - The Netafim Case Study
4. The Impact of Digital Transformation on the New Normal Business World
5. Customer-led Journeys—How to Scale B2C CRM
6. Key Elements for Effective Content Marketing Strategy
7. Content Marketing for B2B:
If You're Bullshitting Everyone will Notice
8. How to Achieve Sustainable Growth- Learning from the Best
9. Lead Corporate Goals with Marketing-led Growth
10. 1,000 Marketing Managers Working for You-Force Multipliers of The Reseller Channel
11. How Short-Term Profit vs. Long-Term Market Leadership Affects Channel Marketing?
12. Social Media - How to Build Word-of-Mouth and Advocacy
13. How to Lead a Branding Process and Stay Alive
14. Key Learning Points – Summary
Required Reading:
1. The Ultimate Guide to Customer Journey Mapping
2. Managing “Infinite” Customer Journey
3. 3 blogs of your choice in SaaStr
4.https://www.jimcollins.com/article_topics/articles/good-to-great.html
5. Growth Hacking 1:1
6. Building your brand’s social presence
7. Start with why
Additional Reading Material:
TBD
Course/Module evaluation:
End of year written/oral examination 50 %
Presentation 0 %
Participation in Tutorials 20 %
Project work 30 %
Assignments 0 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %
Additional information:
|
