开始日期: 2023-12-09

　　课时安排: 7周在线小组科研学习+5周不限时论文指导学习

　　适合人群

　　适合年级 (Grade): 高中生/大学生

　　适合专业 (Major): 市场营销、品牌营销和战略分析、电子商务管理、新媒体运营、传播学等专业或者希望修读相关专业的学生

　　导师介绍

　　Jeremy

　　哥伦比亚大学 Columbia University正教授&项目主任

　　Jeremy导师现任哥伦比亚大学商学院市场营销正教授、数字化市场营销高层管理教育项目主任。著有Digital Marketing: Strategy and Tactics一书，堪称当代第一本数字化市场营销学教科书。Jeremy导师具有丰富的数字化市场营销行业经验，曾任数字化市场营销平台Pricing Engine创始人兼CEO、索尼音乐娱乐公司(Sony Music Entertainment)全球数字化业务副总裁、头部数字广告公司Publicis Modem战略副总裁。

　　Prof. Jeremy is the former Managing Director of the Eugene Lang Center for Entrepreneurship at Columbia Business School, where he oversaw the entrepreneurial curriculum, student programs, the Lang venture capital fund, and the Columbia Startup Lab. While there, he launched the Columbia Alumni Virtual Accelerator (CAVA), and the corporate innovation program, partnering companies and student entrepreneurs to start businesses in their areas of interest. He is also a Professor of Digital Marketing, and Faculty Director of the Digital Marketing Strategy executive education program. He is a judge of the Columbia Entrepreneurship annual business plan competition and the SIPA Dean’s Challenge for Social Impact startups.

　　His book “Digital Marketing: Strategy and Tactics”, the first textbook for digital marketing, was published in 2018 by the Wessex Press, and is now in its second edition, with international editions now available as well. His new book “Designing the Successful Corporate Accelerator” will be released from Wiley in 2021.

　　Jeremy previously was the founder and CEO of Pricing Engine, a digital marketing platform that enabled small businesses to benchmark, optimize and expand their search and social advertising campaigns.

　　任职学校

　　哥伦比亚大学(Columbia University)创立于1754年，是一所位于美国纽约曼哈顿的世界著名私立研究型大学，为美国大学协会的十四所创始院校之一，常春藤盟校之一。学校在2020年 U.S. News 美国大学排名第三。

　　项目背景

　　Z世代从青少年时期就进入了社交媒体时代。而在社交媒体发展以及学习算法推荐等技术的影响下，形成了Z世代独特的精神世界文化，进行信息传导到消费市场行为，而数字时代下的互联网营销便成为了品牌关注一大重点。营销从曝光导向转化为效果导向，广告只有触达用户，才是当前环境下最有效的营销行为。以谷歌为代表的公司，推出了以点击次数付费的网络广告模式，按效果付费和评估，这便逐渐形成了主流的营销广告模式。该项目则以此为出发点，聚焦数字化营销必须面对和解决的品牌传播与推广问题，旨在帮助学生装备数字化市场营销工具，掌握数字化市场营销过程，为未来深造与职业发展奠定坚实的基础。

　　New businesses and startups use digital growth strategies to launch new products and services and succeed in the marketplace. Any traditional business now sees the Internet as a vital part of a multi-channel approach to marketing to new customers and servicing the old. This course will explore the Internet as a source of product information, public relations, marketing and advertising medium, a customer relationship management tool, and a customer service channel.

　　项目介绍

　　该项目内容涵盖数字化市场营销的理论与实践研究，并以搜索引擎营销，内容营销及新媒体/社交媒体运营为研究重点。学生将通过探互联网营销手段去解析如何在当下社交媒体为主的市场背景下去优化公司的营销手段，并运用实际工具，掌握如何利用数字化渠道实现企业营销目标的方法，学生在项目结束时提交报告，进行成果展示。

　　Digital Marketing: Strategy and Tactics combines a high-level strategic view of digital marketing and its challenges and opportunities, with a tactical approach using exercises and projects to learn and use the tools and techniques of digital marketers. From the web to mobile, email to apps, social media, and user-generated content, the course will develop a strategic framework for planning and analyzing digital marketing strategies.

　　项目大纲

　　数字化市场营销理论 Digital is Different: Digital Marketing and the Four P’s

　　搜索营销 Search Marketing

　　展示广告 Display Advertising

　　社交媒体 Social Media

　　新兴技术 Emerging Technologies

　　项目回顾与成果展示 Program Review and Presentation

　　论文辅导 Project Deliverables Tutoring

　　项目收获

　　7周在线小组科研学习+5周不限时论文指导学习 共125课时

　　项目报告

　　优秀学员获主导师Reference Letter

　　EI/CPCI/Scopus/ProQuest/Crossref/EBSCO或同等级别索引国际会议全文投递与发表指导(可用于申请)

　　结业证书

　　成绩单

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