G8348000 Special Lectures(Digital Marketing)

Hiroshima University Syllabus

Japanese

Academic Year 2025Year 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) Face-to-face, Online (on-demand)

Credits 2.0 Class Hours/Week 2 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 〇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.

〇Course Objectives
＊Understand and be able to explain the theories of digital marketing and corporate case studies.
＊Be able to think and discuss how to develop and implement digital marketing strategies if you were an entrepreneur, middle manager, or marketing professional.
＊Be able to utilize collected web data for analysis, interpretation, and presentation.

Class Schedule Lesson 1: Guidance

Lesson 2: Marketing concept, digital transformation (DX), digital marketing concepts, digital marketing mix

Lesson 3: Digital marketing and business models

Lesson 4: Digital competitive strategy and EV market conversion

Lesson 5: Industrialization of services and servicing of manufacturing industry

Lesson 6: Customer contact management in digital marketing

Lesson 7: Mechanism of customer satisfaction, service failure, and recovery of digital products

Lesson 8: Content analysis and text mining (theory)

Lesson 9: Data collection and preparation for text mining analysis, practicing text mining analysis

Lesson 10: Preparing group presentations

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

Final exam

Text/Reference
Books,etc. 【Textbooks】
・Textbooks are not specified.
【References】
・References will be introduced as necessary.

PC or AV used in
Class,etc. Handouts, Visual Materials, Microsoft Teams, Other (see [More Details])

(More Details) Google class room

Learning techniques to be incorporated Discussions, Quizzes/ Quiz format, PBL (Problem-based Learning)/ TBL (Team-based Learning)

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 *The course will be conducted in a blended format (utilizing on-demand lessons, Microsoft Teams, and Google Classroom). Detailed instructions about the on-demand lessons will be provided during the orientation.
*The course will primarily follow the content outlined in the syllabus, but changes may occur. Any such changes will be announced.
*Class rules and the classroom code will be provided during the first session. Please make sure to attend.
*Active participation and questions in class are encouraged.
*Let us all respect the manners between students and instructors. Particularly, let’s be mindful of proper etiquette in non-face-to-face communications, such as email exchanges.

Grading Method ＊The overall evaluation will be based on the following criteria: Final Exam (35%), Group Work (35%), and Attitude in Class (30%).

Practical Experience

Summary of Practical Experience and Class Contents based on it

Message "The right moment must be met with the right response."
"As iron sharpens iron, so one person sharpens another."

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	2025Year	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)	Face-to-face, Online (on-demand)

Credits	2.0	Class Hours/Week	2	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	〇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. 〇Course Objectives ＊Understand and be able to explain the theories of digital marketing and corporate case studies. ＊Be able to think and discuss how to develop and implement digital marketing strategies if you were an entrepreneur, middle manager, or marketing professional. ＊Be able to utilize collected web data for analysis, interpretation, and presentation.
Class Schedule	Lesson 1: Guidance Lesson 2: Marketing concept, digital transformation (DX), digital marketing concepts, digital marketing mix Lesson 3: Digital marketing and business models Lesson 4: Digital competitive strategy and EV market conversion Lesson 5: Industrialization of services and servicing of manufacturing industry Lesson 6: Customer contact management in digital marketing Lesson 7: Mechanism of customer satisfaction, service failure, and recovery of digital products Lesson 8: Content analysis and text mining (theory) Lesson 9: Data collection and preparation for text mining analysis, practicing text mining analysis Lesson 10: Preparing group presentations 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 Final exam
Text/Reference Books,etc.	【Textbooks】・Textbooks are not specified. 【References】・References will be introduced as necessary.
PC or AV used in Class,etc.	Handouts, Visual Materials, Microsoft Teams, Other (see [More Details])
(More Details)	Google class room
Learning techniques to be incorporated	Discussions, Quizzes/ Quiz format, PBL (Problem-based Learning)/ TBL (Team-based Learning)
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	The course will be conducted in a blended format (utilizing on-demand lessons, Microsoft Teams, and Google Classroom). Detailed instructions about the on-demand lessons will be provided during the orientation. The course will primarily follow the content outlined in the syllabus, but changes may occur. Any such changes will be announced. Class rules and the classroom code will be provided during the first session. Please make sure to attend. Active participation and questions in class are encouraged. *Let us all respect the manners between students and instructors. Particularly, let’s be mindful of proper etiquette in non-face-to-face communications, such as email exchanges.
Grading Method	＊The overall evaluation will be based on the following criteria: Final Exam (35%), Group Work (35%), and Attitude in Class (30%).
Practical Experience
Summary of Practical Experience and Class Contents based on it
Message	"The right moment must be met with the right response." "As iron sharpens iron, so one person sharpens another."
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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