Digital Marketing Applications

(fall semester, seminar)

UZH DMA Seminar

 

"Our job as marketers is not to do what we did yesterday, just faster and cheaper. Our job is to figure out how to change the people in the market who want to be changed."

Seth Godin

Course Purpose:

This seminar is designed for future managers and entrepreneurs interested in planning, developing and implementing integrated marketing campaigns across different media outlets.

This course introduces digital marketing thinking and explores the integration of traditional and innovative marketing techniques and their applications to real-world problems. With the explosion of technology-based consumer touchpoints and consumer expectations hitting all-time highs, managers are required to understand the nuances of ever-evolving consumer behaviors in a face-paced and uncertain business environment. Future careers increasingly demand the ability to understand digital environments and implement creative solutions to reach measurable goals. That’s why this seminar follows an experiential learning approach that puts students in the position of managers while encouraging them to make trade-off decisions and test ideas in the marketplace.

A hands-on and can-do attitude are the common characteristics of all the seminar participants. Why? Students don’t have a textbook to memorize, and they are not micromanaged by corporate managers or tutors. Instead, participants are expected to learn by doing, proactively seek support from experts and independently take strategic managerial decisions. As such, this module functions as a playground for testing and learning from practice, following the new logic of “failing fast” and “constant experimentation.”

This course promises to provide talented students with deep insights into the challenges and opportunities modern marketers face in organizations when implementing digital marketing campaigns. At the end of this course, students are likely to have significantly changed their perspective on marketing strategic and operational practices.

A supervised self-learning workshop format provides students with the skills necessary to think like cutting-edge marketers seeking to digitally build relationships with relevant audiences. This is one of a kind seminar because:

  • the program is intentionally unstructured;
  • there will be no classical teaching material;
  • the project scope and breadth are defined within each team;
  • students need to reach out to instructors for domain-specific support proactively.

The entire seminar is centered around a practical group project. The project's objective is to co-design a concrete digital marketing campaign, bring it to life, measure its impact and communicate the results in the seminar

 

Instructor:
Alex Mari

Contact: alex.mari@business.uzh.ch

Office: Andreasstrasse 15, CH-8050 Zurich, Switzerland

Office hours by appointment.

 

Type:
Seminar.

 

Target audience:
Master students assigned to the “Wahlpflichtbereich” BWL 4.

 

Frequency:
Each fall semester.

 

APS (ECTS)-points:
3

 

Content and Learning Objectives:

The seminar is fast-paced, practical, and interactive. The module comprises a total of six frontal meetings over 12 weeks. Every meeting is an occasion to discuss the progress of the group projects and receive valuable feedback from instructors, classmates and managers. Each session builds on the previous one and leads to creating a professionally designed and executed digital marketing campaign.

Four to six teams will work on group projects that follow one or more marketing objectives defined together with a manager working for the sponsoring company. Such objectives are meant to be achieved through the execution of a real digital marketing campaign which unfolds over three main sequential milestones: 1. analysis, 2. strategy, and 3. execution. At each milestone, students need to demonstrate their business acumen and creative talent.

Students are required to 1) acquire specific knowledge on topics such as video marketing, social media marketing, and mobile marketing; 2) learn the best practices in areas of expertise such as search engine optimization (SEO), social media advertising, and digital public relations; 3) get familiar with marketing platforms, software or Clouds such as TikTok Ads, Google Analytics and Salesforce.

The ultimate goal of each group project is to create a marketing campaign that outperforms company expectations and delights customers!

Through course discussions, workshops, and projects we:

  • Gain a deep understanding of all critical digital marketing plan phases (analysis, strategy, execution);
  • Learn how to professionally deliver on a mandate while collaborating with a multi-cultural group and interacting with complex business environments;
  • Apply innovative marketing techniques to real-world problems through the co-creation of a digital marketing campaign;
  • Review best-in-class processes in content marketing ideation, development and distribution;
  • Present and give feedback on marketing projects to develop critical thinking and communication skills.

 

Prerequisites:

A very strong interest in digital marketing topics. It is strongly recommended to participate in the lecture „Digital Marketing“ (L+E) offered by Prof. Andrea Giuffredi-Kaehr (VVZ-Nr. 22MO0090) in parallel to this seminar. While the lecture focuses on the core Digital Marketing concepts, the seminar applies them in concrete campaigns.

 

Maximum number of students:
24

 

Language:

English

 

Registration:

Application for this seminar is via the new module booking tool you find at https://studentservices.uzh.ch/uzh/launchpad/

 

To apply for the seminar, students are required to upload a CV, academic transcript (grades) and brief motivation letter (max. 1 page) via the new module booking tool between 17.08.2022 and 31.08.2022. A confirmation is sent directly to the student by 10.09.2022.

 

Grading:

Written documentation, in-class presentation and discussion (see syllabus below).

 

Class Dates:

Every other Monday from 19.09.2022 to 28.11.2022; First and last meeting from 14:15h to 17:45h. All other meetings from 14:15 to 15:45h.

 

Location:

Please see the respective information posted on our website and in the VVZ (Vorlesungsverzeichnis).

 

Important Dates:

There are three mandatory assignments during the seminar with a respective deadline:

 

  • Assignment 1 – Analysis “Digital marketing audit”: 02.10.2022, 23:59h.
  • Assignment 2 – Strategy “Strategic campaign plan”: 30.10.2022, 23:59h.
  • Assignment 3 – Execution “Marketing campaign results”: 27.11.2022, 23:59h.

 

All submissions must be sent to: alex.mari@business.uzh.ch.

 

Syllabus:

Download the updated seminar syllabus for the fall semester of 2022 here (PDF, 344 KB).

 

Important Notes:

The syllabus supports the official information in the electronic university calendar. In cases of doubt, the official announcement at the VVZ is valid.