Digital Marketing & Analytics Concentration Module

Digital Marketing & Analytics

Digital Marketing (DM) is at the core of any online business. Small or big, no business can survive without DM. Companies and organizations of all sizes depend on human resources who possess marketing and analytic skills to consider consumer behavior by analyzing data and creating customized digital marketing strategies, including Virtual Reality and Augmented Reality type new experiences. TIU's new digital laboratories and DBI courses in this concentration area will offer students ample opportunities to learn practical DM and Analytics.

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Principles of Marketing
This course provides an introduction to the principles of marketing. Throughout this course we will examine the basic principles of marketing, including: segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion)--the STPMM. Students will learn how these various concepts work together to create an offering that will be successful in the marketplace. International and Japanese case studies (such as award-winning commercials that highlight a specific concept) will be used as the basis for in-class discussions and analysis. Prior knowledge of the subject is not required to take this course.

Students will be able to explain their understanding of the fundamental principles of marketing. After completing this course, students should be able to analyze real-world marketing examples using their knowledge of segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion).
Introduction to R Programming and Business Analytics
This course is devoted to the programming on R in application to business and statistics analysis, starting form the basics of programming and finishing with statistical analysis of data and visualization of the result by graphs. 
Web and Mobile Technology
This course provides you with the fundamental knowledge about web and mobile technologies. Technology is integrated in all parts of our lives, with the web and mobile giving us increased interconnectivity with others. These tools are integral and skills that allow us to understand and to use these tools become increasingly important in the current digital economy. This course will aim to give students a first look into the coding behind web and mobile technologies and how these codes are constructed. Different functionalities are explored and students should be able to create a basic web page and mobile app at the end of the course. 
Database and Big Data
Due to advance in technology, data is abundant, offering insights businesses require. However, large amounts of data may be complex & difficult to use. In business, we must understand how to capture, clean, contextualize, merge, store, access & analyze data to get better understanding of how to capture & merge data forms into database & convert it into knowledge.

Course provides overview of big data, underlying principles of a distributed system & how this forms a database, data pipelines & practices used in businesses, software systems used to handle big data, data security, & data provenance. Tools used to build databases or run data science introduced & students familiarized with information technologies used to manipulate, store & analyze data.

Students will be able to:
・Understand Big Data and its sources
・Identify the stages of the data processing pipeline
・Describe the design of database and its components
・Develop a plan to store big data into databases
・Differentiate between different solutions that are available for handling big data
・Recognize the value of big data and the opportunities it provides to businesses
Digital Marketing
The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements for achieving exactly this by guiding you through steps to create your perfect digital marketing strategy. This course analyses the essential techniques and platforms of digital marketing, which includes social media, content marketing, Search Engine Optimization, user experience, display advertising, as well as the broader aspects of implementation such as planning, integration with overall company aims, and presenting to decision makers. The course is composed of five main parts as mentioned in the course outline.
Digital Business Strategies
The combination of computers and communication, now commonly known as ICT or information and communication technologies made a rapid advance into business with the inventions related to Internet, smart phones, and business intelligence, dawning what is known as online business or digital business.

This course is an introduction to Digital Business. Starting from basics of information technology (IT) and communication, including Internet technologies, this course brings the students to understand businesses that had been created with the key components that were just mentioned. The course lays the foundation for students to "think digital" and "think strategically" on how to make businesses using "digital"
Consumer Behavior
This course is an intermediate level course that builds on students' marketing knowledge learned in "Principles of Marketing." Students will apply their understanding of these basic principles of marketing to examine consumers, consumer culture, and consumer behavior from a global perspective. Students will learn how consumers behave in the globalized marketplace. International and Japanese case studies will be used as the basis for in-class discussions and analysis. "Principles to Marketing" is required as a prerequisite for this course. "Marketing Strategy" is also recommended as a prerequisite.
Social Media and Business
This course will provide frameworks to understand the new digital marketing landscape and mechanisms on how firms can effectively implement their digital marketing strategies. It will provide an introduction to digital marketing, social media and business and explore how social media has disrupted traditional marketing strategies. The course will proceed to go in-depth into social media, the different forms it can take, how content can go viral and how businesses can go about using social media to market their business. We will explore how user-generated content is linked to social media and what can encourage users to create user-generated content and several tools that can quantify return on investments (ROI) on social media platforms.  
Big Data & Analytics
The course provides a working introduction to big data, both large n and large p, a new generation of prediction methods, a.k.a. machine learning, as well as the use of these methods for causal inference, i.e., causal machine learning. The hard part of empirical research in a data-rich environment is to raise good questions and do good data. To this end, we go through examples of the initial off-the-shelf applications of machine learning to economics. We then present highlights and empirical studies from the emerging econometric literature combining machine learning and causal inference. Mastery of techniques taught in a class demonstrated through the completion of a capstone project. 
Python for Big Data & Visualization
The purpose of the course is to arm students with a solid knowledge of python programming in application to business tasks and real-life purposes. And to introduce the applicable machine learning and deep learning techniques. As an outcome, students who will finish the course will be capable to use the obtained knowledge for the business analytics
Global Marketing
The Global Marketing course focuses on opportunities and challenges created by globalization. It examines cross-cultural and management issues in an international marketplace. The aim of this course is to enable students to better analyze and understand the opportunities and challenges that companies face when expanding their activities internationally and when dealing within international competitors in their home markets. We draw from current business periodicals to raise our awareness of what is happening in the marketing environment and how trends affect industries, markets, and the effectiveness of strategies that marketers employ. Special attention is placed upon different tools and analytic competences to marketing managerial roles when competing internationally.
Marketing Research
This course will provide an introduction to market research as a business decision-making tool. The primary goal of this course is to equip students with an understanding of how market research can help them make business decisions and how they can transform research findings into actionable business insights. The course also aims to help students gain the ability to evaluate and interpret research designed and conducted by outside providers. During the course, we will discuss a wide range of research methods and their application to the services and non-profit sectors. Students will have the opportunity to define a business problem, develop a research plan, collect and analyze data and present findings and their implications as a class project.
Market Modeling
This course uses various decision-making frameworks in marketing (11 models). Emphasis is placed on understanding quantitative methods employed by different disciplines in marketing and digital marketing. The course covers five main modules: 1) summarizing marketing data, 2) pricing, 3) Predicting new products sales, 4) advertising models, and 5) Internet and social media models.  
Statistics I
This course is a first course in applied statistics. It will familiarize you with the basics of statistical thinking, language, and techniques, thus providing you with the needed skills to address questions that have real life consequences and effects. By the end of the course, you will able to organize and summarize empirical data. This course will also teach you how to compute probabilities, making you skillful in the uses of theoretical probability distributions.
Fundamentals of Mathematics
This course begins with the development of elementary functions, including their propeties and applications. Then, we will cover finite mathematics, which includes mathematics of finance, linear algebra (matrices, linear systems, and linear programming), probability (starting with foundation for probability with a treatment of logic, sets, and countng techniques), application of linear algebra and probability.