Instructor:
Detlev Zwick, Ph.D.
E-Mail: [email protected]
Web Site:http://www.yorku.ca/dzwick/
D IGITAL M ARKETING
C LASS 1
W HO I
AM …
T HE C OURSE …
K EY I NFO :

Only 6 lectures!

5 one-on-one meetings with teams

Live Marketing Challenge core element of this
course.
K EY I NFO :
Assignment/Task
% Weight
Author
Project Plan
10%
Team
Final Project Presentation & Write-up
40%
Team
Midterm Quiz
30%
Individual
Participation
20%
Individual
100%
I MPORTANT
Due Date
Grade Component
Week 5
Research Proposal Due!
Value: 10%
Week 6
Quiz #1
4-5 essay style questions.
Max length: 45 minutes
Week 12
Research Presentations and Reports Due!
DUE DATES :
W HAT ’ S UP WITH THE L IVE
M ARKETING C HALLENGE ?

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).

8 projects will be offered.

No more than 2 teams per project.

I will give you the link to the company projects and I will
give you 30 min to research and discuss them and create a
list of top to bottom choice.
W HAT ’ S UP WITH THE L IVE
M ARKETING C HALLENGE ?

Each team will leave today with a company and a project.

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. 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.
L ET ’ 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
T EAM M ANAGEMENT:

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.
T EAM
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?
N EXT S TEPS :

You will request a meeting with the company (use the
company contact)

If two teams work on same company, both teams must
meet with the contact at the same time (for the FIRST
meeting ONLY). So, COORDINATE!

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.
W HAT

Digital Interactive Marketing to YOU?
IS
D IGITAL M ARKETING I S
B IGGER THAN T ECHNOLOGY




convenient and continuous access to
information, entertainment, and communication.
Communities (Flickr, YouTube, Facebook).
enhanced processes and activities for businesses.
Societies and economies are enhanced through
more efficient markets, more jobs, and
information access.
T HE D D ROPS FROM
D( IGITAL )-M ARKETING

Gartner predicted that the d would drop,
making d-business just business and dmarketing just marketing.

Nevertheless, d-marketing will always have
its unique models, concepts, and practices.

Three main dimensions:
1) O NLINE
SEARCH
2) Online data collection
3) O NLINE MARKETING
STRATEGIES