DIGITAL MEDIA AND

MARKETING
Heru Wijayanto
Approach – TCEO Model
Course Syllabus
1. Digital Concept - Situating Digital In Marketing
2. Digital Marketing Strategy THINK
3. Online Market Research
4. Content Marketing Strategy
5. User Experience Design
CREATE
6. Web Development and Writing For Digital
7. Customer Relationship Management
8. Search Engine Optimization (SEO) ENGAGE
9. Search and Online Advertising
10. Social Media Channels
11. Data Analytics OPTIMIZE
12. Conversion Optimization
Grading

Class Participation 10 %
Class Journal 10 %
Assignment 15 %
Mid Term 25 %
Final Project 40 %
Class Journal
• Summary Class every week
• What you have to do relate with the topics.
• Don’t forget to write the DATE
• IDEA
Class Description
• Our course will review the foundations of
marketing (i.e., production, promotion, placement,
and price) and discuss how these foundations are being
digital tools.
shifted by the rise of new

• You will explore this new digital realm and

discuss its revolutionary impact upon both

firms and consumers.
Learning Outcomes
1. Obtain a rich understanding of the foundation of
marketing and how this foundation is being shifted
due to the rise of new digital tools.
2. Apply critical thinking skills regarding the role of
these digital tools and their impact upon both firms
and consumers.
3. Learn several real-world examples of how these
digital tools are being applied to enhance and enrich
marketing activities.
What is Digital ?

Bud Caddell defines ‘digital’ as “a participatory layer of all

media that allows users to self-select their own
experiences, and affords marketers the ability to bridge
media, gain feedback, iterate their message, and collect
relationships” (Caddell, 2013).
 Digital Is Not Just A Set Of Marketing Channels
it’s a different way of thinking about how people engage with
media, each other and the world around them.

Digital is a new way of exploring content (for users) and

connecting with customers (for marketers).
‘Traditional’ Digital
Marketing Marketing
Foundation of Marketing : 4P
Two Fundamental Ways Digital Marketing

• The audience can be

segmented very
precisely
• The digital sphere is
almost completely
measurable
(www.ideabounty.com) (www.kickstarter.com)

(www.brandseye.com)
Segmenting And Customising Messages
Measurability
Source : InMobi (2012)
 Indonesian Magazine Trends 2015
Active Closed

170

117

38
16

Newspaper Magazine
Source : The Nielsen Company (2015)
USA MEDIA – CLOSED (Almost)
Indonesian Advertising
Source : Marketeers (2016)
Source : Marketeers (2016)
Source : Marketeers (2016)
Source : Marketeers (2016)
Source : Marketeers (2016)
 YOUTH
BEHAVIOR AND
HABITS
Consumer Journey from Discovery to Purchase
HABITS
SOCIAL MINDSET
Assignment
1. Article : How the Internet built a $100,000 race car
2. Article : Using the Crowd as an Innovation Partner
3. Journal Article : Generating Ideas on Online Platforms A
Case Study of “My Starbucks Idea”

Make Summary Note in One Page

Indonesian Language

1 Week – 7 April 2016 (23.59)