G8348000 Special Lectures(Digital Marketing)

Hiroshima University Syllabus

Japanese

Academic Year 2024Year School/Graduate School School of Economics Economics Evening Course

Lecture Code G8348000 Subject Classification Specialized Education

Subject Name 特別講義（デジタルマーケティング論）

Subject Name
（Katakana）トクベツコウギ（デジタルマーケティングロン）

Subject Name in
English Special Lectures(Digital Marketing)

Instructor SEO GANGHOON

Instructor
(Katakana) ソ　カンフン

Campus Higashi-Senda Semester/Term 2nd-Year, Second Semester, Second Semester

Days, Periods, and Classrooms (2nd) Fri11-12：Higashi-Senda Lecture Rm M304

Lesson Style Lecture Lesson Style
(More Details) 　

Credits 2.0 Class Hours/Week 　 Language of Instruction J : Japanese

Course Level 2 : Undergraduate Low-Intermediate

Course Area（Area） 24 : Social Sciences

Course Area（Discipline） 04 : Management

Eligible Students

Keywords Digital marketing, digital transformation, innovation management, service innovation, micromarketing, text mining

Special Subject for Teacher Education 　 Special Subject 　

Class Status
within Educational
Program
(Applicable only to targeted subjects for undergraduate students)
Criterion referenced
Evaluation
(Applicable only to targeted subjects for undergraduate students)

Class Objectives
/Class Outline Overview
In recent years, companies have been promoting DX in their marketing activities, improving the sophistication of their business models, and optimizing their operations. Digital marketing is not limited to the digitization of such companies; it also pursues higher customer satisfaction by realizing micromarketing through digital technology. In this lecture, students will learn about digital marketing, its emergence and theory development, and explore examples of digital marketing in modern companies. Additionally, students can improve their digital literacy by learning to process and utilize the vast amount of customer data on the web.

Class goals
1. Understand and explain digital marketing theory and company examples.
2. Discuss how to plan and implement a digital marketing strategy if students are entrepreneurs, middle managers, or marketing people.
3. Analyze, interpret, and present the collected web data.

Class Schedule Lesson 1: Guidance
Lesson 2: Marketing concept, digital transformation (DX), digital marketing concepts, digital marketing mix (on-demand method)
Lesson 3: Digital marketing and business models (on-demand method)
Lesson 4: Digital competitive strategy and EV market conversion (on-demand method)
Lesson 5: Industrialization of services and servicing of manufacturing industry (on-demand method)
Lesson 6: Customer contact management in digital marketing (on-demand method)
Lesson 7: Mechanism of customer satisfaction, service failure, and recovery of digital products (on-demand method)
Lesson 8: Midterm test
Lesson 9: Content analysis and text mining (theory) (on-demand method)
Lesson 10: Data collection and preparation for text mining analysis, practicing text mining analysis
Lesson 11: Group Presentation I, discussions
Lesson 12: Group Presentation II, discussions
Lesson 13: Group Presentation Ⅲ, discussions
Lesson 14: Group Presentation Ⅳ, discussions
Lesson 15: Group Presentation Ⅴ, discussions

Text/Reference
Books,etc. 【Textbooks】
・Textbooks are not specified.

【References】
・References will be introduced as necessary.

PC or AV used in
Class,etc. 　

(More Details) Google class room

Learning techniques to be incorporated 　

Suggestions on
Preparation and
Review ・Students should actively participate in the lectures during all sessions, learning and applying the content. Good questions deepen understanding and help grow intellectually. Students' good attitude produces good learning outcomes. Classes 1 to 8 are lecture-style classes, so thoroughly prepare and review the lecture content to prepare for the mid-term test (essay style and short answer style). Lectures from the 9th to the 15th are practice-style lectures in which students should independently conduct research in pairs or alone and effectively present their results, interpretation, and application.

Requirements ・Blended class (held seven times on demand class, using Google Classroom)
・Classes will be based on the content written in the syllabus, but changes are possible. There are announcements at that time. ・I will explain the class rules and classroom code during the first lesson, so please make sure to attend.
・Active participation in classes and questions will be welcomed.
・Let's respect student-to-faculty and faculty-to-student etiquette.
・Be especially careful about etiquette when communicating non-face-to-face, such as exchanging emails.

Grading Method ・Comprehensive evaluation based on a mid-term test (35%), group presentation (35%), and class participation attitude (30%). In addition, your attendance rate will directly affect your grade.

Practical Experience

Summary of Practical Experience and Class Contents based on it

Message ・Welcome to a digital marketing museum!

Other ・I offer consultations either in person or via email. If you prefer an in-person meeting, please schedule an appointment by email.

Please fill in the class improvement questionnaire which is carried out on all classes.
Instructors will reflect on your feedback and utilize the information for improving their teaching.

Academic Year	2024Year	School/Graduate School	School of Economics Economics Evening Course
Lecture Code	G8348000	Subject Classification	Specialized Education
Subject Name	特別講義（デジタルマーケティング論）
Subject Name （Katakana）	トクベツコウギ（デジタルマーケティングロン）
Subject Name in English	Special Lectures(Digital Marketing)
Instructor	SEO GANGHOON
Instructor (Katakana)	ソ　カンフン
Campus	Higashi-Senda	Semester/Term	2nd-Year, Second Semester, Second Semester
Days, Periods, and Classrooms	(2nd) Fri11-12：Higashi-Senda Lecture Rm M304
Lesson Style	Lecture	Lesson Style (More Details)

Credits	2.0	Class Hours/Week		Language of Instruction	J : Japanese
Course Level	2 : Undergraduate Low-Intermediate
Course Area（Area）	24 : Social Sciences
Course Area（Discipline）	04 : Management
Eligible Students
Keywords	Digital marketing, digital transformation, innovation management, service innovation, micromarketing, text mining
Special Subject for Teacher Education		Special Subject
Class Status within Educational Program (Applicable only to targeted subjects for undergraduate students)
Criterion referenced Evaluation (Applicable only to targeted subjects for undergraduate students)
Class Objectives /Class Outline	Overview In recent years, companies have been promoting DX in their marketing activities, improving the sophistication of their business models, and optimizing their operations. Digital marketing is not limited to the digitization of such companies; it also pursues higher customer satisfaction by realizing micromarketing through digital technology. In this lecture, students will learn about digital marketing, its emergence and theory development, and explore examples of digital marketing in modern companies. Additionally, students can improve their digital literacy by learning to process and utilize the vast amount of customer data on the web. Class goals 1. Understand and explain digital marketing theory and company examples. 2. Discuss how to plan and implement a digital marketing strategy if students are entrepreneurs, middle managers, or marketing people. 3. Analyze, interpret, and present the collected web data.
Class Schedule	Lesson 1: Guidance Lesson 2: Marketing concept, digital transformation (DX), digital marketing concepts, digital marketing mix (on-demand method) Lesson 3: Digital marketing and business models (on-demand method) Lesson 4: Digital competitive strategy and EV market conversion (on-demand method) Lesson 5: Industrialization of services and servicing of manufacturing industry (on-demand method) Lesson 6: Customer contact management in digital marketing (on-demand method) Lesson 7: Mechanism of customer satisfaction, service failure, and recovery of digital products (on-demand method) Lesson 8: Midterm test Lesson 9: Content analysis and text mining (theory) (on-demand method) Lesson 10: Data collection and preparation for text mining analysis, practicing text mining analysis Lesson 11: Group Presentation I, discussions Lesson 12: Group Presentation II, discussions Lesson 13: Group Presentation Ⅲ, discussions Lesson 14: Group Presentation Ⅳ, discussions Lesson 15: Group Presentation Ⅴ, discussions
Text/Reference Books,etc.	【Textbooks】・Textbooks are not specified. 【References】・References will be introduced as necessary.
PC or AV used in Class,etc.
(More Details)	Google class room
Learning techniques to be incorporated
Suggestions on Preparation and Review	・Students should actively participate in the lectures during all sessions, learning and applying the content. Good questions deepen understanding and help grow intellectually. Students' good attitude produces good learning outcomes. Classes 1 to 8 are lecture-style classes, so thoroughly prepare and review the lecture content to prepare for the mid-term test (essay style and short answer style). Lectures from the 9th to the 15th are practice-style lectures in which students should independently conduct research in pairs or alone and effectively present their results, interpretation, and application.
Requirements	・Blended class (held seven times on demand class, using Google Classroom) ・Classes will be based on the content written in the syllabus, but changes are possible. There are announcements at that time. ・I will explain the class rules and classroom code during the first lesson, so please make sure to attend. ・Active participation in classes and questions will be welcomed. ・Let's respect student-to-faculty and faculty-to-student etiquette. ・Be especially careful about etiquette when communicating non-face-to-face, such as exchanging emails.
Grading Method	・Comprehensive evaluation based on a mid-term test (35%), group presentation (35%), and class participation attitude (30%). In addition, your attendance rate will directly affect your grade.
Practical Experience
Summary of Practical Experience and Class Contents based on it
Message	・Welcome to a digital marketing museum!
Other	・I offer consultations either in person or via email. If you prefer an in-person meeting, please schedule an appointment by email.
Please fill in the class improvement questionnaire which is carried out on all classes. Instructors will reflect on your feedback and utilize the information for improving their teaching.

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