Digital Marketing Class 1 Instructor: Detlev Zwick, Ph.D. E-Mail: dzwick@schulich.yorku.ca Web Site:http://www.yorku.ca/dzwick/ Digital Marketing Class 1

Who I am…

The Course…

Key Info: Only 6 lectures! 4 one-on-one meetings with teams Live Marketing Challenge core element of this course.

Key Info: Assignment/Task % Weight Author Project Plan 20% Team Final Project Presentation & Write-up            40% Midterm Quiz Individual Participation   100%

Important due dates: Due Date Grade Component Week 5 Research Proposal Due!   Value: 20% Week 6 Quiz #1 4-5 essay style questions. Max length: 45 minutes Week 12 Research Presentations and Reports Due! Value: 40%

What’s up with the Live Marketing Challenge? We will form teams NOW! Each team gets a number! This number designates your team’s pick (ex.: If you draw #3, it means that you get to choose your company project in third place). 10 projects will be offered. Only one team per project. I will give you the link to the company projects and I will give you 20 min to research and discuss them and create a list of top to bottom choice.

Let’s form teams: Draw for teams. Draw for “Draft Pick” Now go and look at the projects. The link to the website is on the course landing page: www.yorku.ca/dzwick/4560.htm

Projects Casalova The Remington Group Impact-Coaches Inc. #1 The Covenant Group COREinternational Inc. Marchants GVA Lighting Inc. The Little Paper Eservus.com Online Services Ltd.

What’s up with the Live Marketing Challenge? This project is worth essentially 60% of your final grade. Some of you may find a job via this project. Other great things might happen. A lot of bad things can also happen. SO TAKE THIS SERIOUSLY. If you do not like team work or working with actual companies and their marketing issues, THIS CLASS IS NOT FOR YOU. Please leave now (no hard feelings)

Team Management: Success in this class depends on a functioning team. A functioning team is not luck, magic or an accident. You have to make it happen.

Team management: Designate a team leader or operate leaderless. Decide who chairs meetings (could rotate for example). Do not meet without a WRITTEN agenda. So who writes the agenda? Designate time limits to each agenda item. Decide on rules for what to do when there is no consensus after time is up and a decision has to be made? How will you communicate? How will you support your teammates? How will you hold everyone accountable?

Next Steps: You will request a meeting with the company (use the company contact) You will prep the meeting by doing solid preliminary research on the company and the stated project/challenge and formulate a set of useful questions BEFORE you go into the meeting. I have posted some questions and tips for the first meeting. Add your own.

Any Questions?

What is Digital Interactive Marketing to YOU?

Digital Marketing Is Bigger than Technology convenient and continuous access to information, entertainment, and communication. Communities (Instagram, YouTube, Facebook). enhanced processes and activities for businesses. Societies and economies are enhanced through more efficient markets, more jobs, and information access.

The D Drops from D(igital)-Marketing Gartner predicted that the d would drop, making d-business just business and d- marketing just marketing. Nevertheless, d-marketing will always have its unique models, concepts, and practices. Three main dimensions:

1) Online search

2) Online data collection

3) Online marketing strategies