From the syllabus:
In this class, we take an expansive view of “new media” as anything digital, on-demand, and interactive. This includes social media, wireless devices, video games, and a variety of other communication platforms. We are interested in how firms can best take advantage of new media to satisfy customers. In addition to identifying new methods for promotion, we are interested in new types of businesses and new types of marketing research that are made possible by new media. Our interest encompasses established companies and entrepreneurial ventures.
Some people have said the old rules of marketing are “dead” and traditional marketing theories are “worthless” in the new digital world. Such claims are mere hyperbole designed to sell books and consulting services. The truth is that classic marketing theory is exceedingly useful, whether the firm is using traditional media or new media. However, the on-demand and interactive nature of new media offers new capabilities to marketers. Obviously, new techniques and tactics are needed to employ these new capabilities. The exciting challenge is to continually adapt our techniques and tactics to the ever-changing capabilities of new media. We will strive for an unbiased view, looking for the advantages and disadvantages of new media.
This course has a number of learning objectives. Students should learn (1) to identify which new media tool(s) are most appropriate for a given managerial situation, (2) the techniques and tactics that are best (i.e., best-practices) for each new medium, (3) how to use new media tools in concert with a firm’s overall marketing strategy, and (4) how to apply classic marketing theory to new media.
In order to achieve these objectives, the course includes a wide variety of learning activities (including student presentations, class discussions, and readings) and a wide variety of graded assessments (including self-guided assignments, student presentations, and a comprehensive new media marketing plan).
The topics we will cover:
- Strategy-driven new media marketing plans
- Showrooming: Leveraging it and defending from it
- Network effects
- Social media I: Facebook
- Facebook display advertising exercise
- Social media II: Twitter
- Promoted tweet exercise
- Social media III: Up-and-comers
- Leveraging YouTube
- (Un)Authorized brand communities
- Crowdsourcing
- Blogs: Influencing the influencers
- Podcasts: Influencing and promoting
- New media at events
- In-game advertising
- Flow states
- Online reputation
- Mobile app market
- Affiliate marketing: Merchants and affiliates
- E-mail marketing: Past customers, current customers, and prospects
- The future of online commerce
- Legal issues for new media
– Eric DeRosia