Marketing in digital era article odd semester period 1

Marketing management in the digital era is one of the most enlightening the odd semester first-period 2022 courses. Marketing management is a field of business studies that is both dynamic and interesting. The objective of this course is to build knowledge and abilities in marketing management. This course explores marketing as the basis for general management decision-making and as a framework for analyzing company issues. It seeks to introduce students to the fundamental principles, methods, and strategies of marketing and provide them with opportunities to apply these in marketing-related problem solving and decision making. Due to the fact that marketing management has been heavily influenced by digital communication and technology in latest days, a digital marketing approach has been implemented into this course to assist marketers and decision-makers in strategic marketing planning to deal with the current technology influences on planning and managing marketing resources and activities.

The primary objectives of this course are the capacity to identify problems in management critically, to develop new solutions based on appropriate knowledge and diverse perspectives, and to develop good oral communication skills.

Students are expected to be able to analyze market opportunities by applying market concepts, evaluate an organization’s performance using marketing principles, apply appropriate marketing management approaches, including those enabled by digital channels, to marketing problem-solving, and also propose a creative and innovative strategic marketing plan for an organization. Finally, display good marketing teamwork, leadership, and communication abilities.

Throughout the sessions, the lecturer split the students into four groups, and each week there is a group presentation on the assigned materials. The cases selected for this course were based on real-world business and marketing circumstances; they provide students with the opportunity to use the concepts discussed in class and further strengthen their capacity to think strategically about marketing. Students’ learning outcomes are contingent on their own preparation and participation. Each student is required to take part actively in each class by commenting, asking questions, arguing, and analyzing. Participation in class affords students the chance to strengthen their communication skills in terms of expressing and listening.

The midterm exam was a take-home exam, whereas the final exam was administered on-site. During the last session, each group presented their final project, which is a marketing plan for a company selected by the professor. The first group discussed the Kit Kat marketing plan, the second the Mercedes-Benz marketing plan, the third the Nike air marketing plan, and the fourth Starbucks. Each participant in the group gave a thoughtful and thorough presentation. One of the guest class members, Madam Sara Dhewanto, co-founder and CEO of Duithape, discussed the history of the company.

The students would like to thank Professor Roozbeh Babolian Hendijani, Ph.D. for guiding them and providing them with the essential marketing management skills and expertise in the digital era.