Digital Marketing: Mastering Online Strategies for Engagement

The Digital Marketing course at NUCB Business School, taught by Professor Ted Katagi, provides students with the tools and frameworks needed to master digital marketing strategies in today’s fast-paced, technology-driven world. Focused on internet strategies, commercial models, SEO, social media marketing, and more, the course emphasizes how to create effective digital marketing propositions that resonate with modern consumers. Professor Katagi’s wealth of experience, including roles at Vodafone and Verizon, brings a practical perspective to understanding the digital marketing landscape.

On Day 3, students focused on crafting digital marketing propositions that connect with consumers in the digital age. They explored case studies like Glossier and Dollar Shave Club, which demonstrate how digital tools are used to build strong brands. Glossier used social media to cultivate a loyal community, while Dollar Shave Club disrupted the shaving industry with a clever, humorous approach to digital marketing.

Through these case studies, students gained hands-on experience in creating marketing messages that resonate deeply with their target audiences. The emphasis on content marketing and social media engagement helped students understand how brands use digital platforms not only to sell products but also to tell a compelling brand story. Professor Katagi’s expertise in consumer marketing offered invaluable insights into how these digital propositions are developed and implemented at scale.

This course equips students with the necessary skills to create effective marketing propositions, endowing them with a stronger understanding of how to blend traditional marketing principles with innovative digital strategies to create lasting connections with consumers.