Digital Marketing Strategy

USC Marshall, Spring Semester, MKT 556

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, AR/VR 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 AI and Generative AI applications in marketing

• Personalization, Targeting and Privacy

• Virtual Reality (VR), Augmented Reality (AR) applications

• Web 3.0: Blockchains, Bitcoin, ICOs and NFTs

Skills

• Calculate KPIs and measure financial performance of digital marketing campaigns

• Understand ad auctions and optimize ad spend

• Understand marketing technology (AI, Web 3.0, Search Engines and Ads) and utilize in marketing strategy

• Research cutting edge trends in digital marketing such as influencer marketing, short form videos and AR/VR.

Case Studies (selected from)

1. Jeffery, Mark, et al. "Air France internet marketing: optimizing Google, Yahoo!, MSN, and Kayak sponsored search." Kellogg School of Management Cases (2009).

   • Search Engine Marketing, PPC, KPIs

2. Dinsmore, John, and Scott Duke Kominers. "Squatty Potty: Assessing Digital Marketing Campaign Data". Ivey Publishing Case Study (2018).

   • Viral Video Campaign, Social Media and Financial Analysis of Marketing Campaigns

3. Jill Avery, Ayelet Israeli, Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)" Harvard Business School Case Study (2018).

   • E-Commerce Platforms, Fashion Retail, AI and Monetization

4. Jeffrey J. Bussgang, Edward B. Berk, Nathaniel Schwalb. "AirFox (A): Embracing the Blockchain and an ICO." Harvard Business School Case Study (2018).

   • Web 3.0, Decentralized Ad Networks

5. Benjamin Edelman, Scott Duke Kominers. "Online Marketing at Big Skinny". Harvard Business School Case Study (2012).

   • Marketing Strategy, AB/Testing

6. Jill Avery, Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences". Harvard Business School Case Study (2022).

   • AR/VR, Social Media marketing

Analytics and AI

• No Code: Google Recommendations AI, Google Vision AI and Google Natural Language Processing AI

• Low Code: Alteryx, Google Colab. 

Certifications

• Digital Advertising by Hubspot Academy

• Social Media Marketing by Hubspot Academy

• Google Ads Display by Google Skill Shop

• Google Analytics by Google Skill Shop

Guest Speakers (in past)

• Scott Olrich, Former COO at DocuSign

• Konrad Ribeiro, Head of Coaching for Americas Large Customer Sales at Google

• Ariel Sims, Head of Social at Digitas

• Clinton Suh, Head of E-commerce at On

• Maria (Majo) Jose Martin, North America Marketing Lead at Motorola

• Data Scientists in Digital Marketing across Amazon, Snapchat and more

This fully in-person course is managed via

• Blackboard: Weekly slides, Grading and Announcements

• A shared Google Drive: Datasets, Google Form based Quizzes and group project/presentation co-ordination