1. Wrap-up session

2. Skills in the syllabus
Explain the fundamental differences between "traditional" marketing and digital marketing
Acquire and elicit the fundamentals of psychological mechanisms of digital consumption
Be able to design and plan a digital advertising campaign
Understand the digital ecosystem of a particular industry including the role of main actors in the value chain
Elaborate a basic business model in digital industries
Analyze the performance of an advertising campaign or marketing activity through web analytics
Design and implement a marketing plan for launching a new digital product or service

3. 1. Explain the fundamental differences between "traditional" marketing and digital marketing
Shift of power from firms to customers
Black box is opened: Engagement is the key missing stage between awareness and conversion
Lower barriers of entry for firms of any size
Data-driven KPIs and ROIs
Customers are more demanding, have more voice, firms have to be more reactive
Digital Bomb:
In digital ecosystems, all actors are contributors
The values in the digital ecosystem are very different (Digital Bombs: Honesty, money in the background, social norms…)
Digital events are highly contingent
Simplicity is key

4. 2. Acquire and elicit the fundamentals of psychological mechanisms of digital consumption
In the article of Eager sellers and stony buyers, we discovered that:
Both consumers and innovators tend to overvalue their possessions or creation
Consumers are irrational
Loss aversion bias
Endowment effect
= They develop a resistance to adopting digital innovations
Innovators must develop strategies to lower resistance

5. 3. Be able to design and plan a digital advertising campaign
Map the customer journey of a company
Identify the types of actions and CONTENTS that must be used for each stage or touchpoints of the journey
Recommend measurement methods
Understand the notion of engagement, why it is important, and it is specific to each company

6. 5. Elaborate a basic business model in digital industries
4. Understand the digital ecosystem of a particular industry including the role of main actors in the value chain
Beyoncé case
Understand and analyze how the role of actors have changed with digitization
Analyze how the value has shifted in the value chain
Understand and predict how an industry will change
5. Elaborate a basic business model in digital industries
Recommend strategies to generate and capture values
Article on business model innovation for entrepreneurs

7. 6. Analyze the performance of an advertising campaign or marketing activity through web analytics
Google analytics
Improve traffic (Adwords campaign, SEO, SEA)
Improve engagement on website visits (Bounce rate)
Improve conversion
User profiling

8. 7. Design and implement a marketing plan for launching a new digital product or service
This is the wrap-up skill
You should be able to identify the right advertising and marketing campaign to promote a specific product
You should be able to understand the importance of being customer centric in order to promote new products/services online (Accor Case)
You should be able to establish the goals, KPIs, and ROIs of a plan
You should be able to understand the mechanisms of customer resistance to change and adoption behavior

9. Assignments and exam
Assignment: 1 extra point per assignment (3 in total)
Exam: 1 case study in which you HAVE to mobilize the knowledge of this course