|Global internet users will more than double over next few years to almost 3 billion people – a trend that is being accelerated by the growth of the mobile internet. People today are using the digital medium to consume a variety of content and other ‘digital’ products and services. This prodigious increase in the consumption of digital media and services has created two new, large, opportunities: (i) creating new digital products, & (ii) leveraging this digital medium for marketing both traditional and digital products to consumers
This course presents a set of useful concepts to aid students to get a deeper understanding of: (i) the value creators and business models that underlie the world of digital products, (ii) the guiding principles for creating successful digital products, (iii) how to leverage the digital medium to effectively market products – both traditional and digital – to consumer, and (iv) how to most optimally combine both digital and traditional marketing techniques to effectively reach and engage with target consumers.
It also provides the students with frameworks for analyzing several strategic issues that they will encounter while dealing with creating and marketing products in the digital medium.
DPM’s central focus is on understanding the consumer behavior, the business models, and some key factors that are applicable to businesses that primarily leverage the digital medium. The analytical nature of the course places a strong emphasis on understanding and using several key digital marketing and business metrics.
While the content primarily focuses on creating digital products and leveraging the digital medium, the course does touch on some aspects of product innovation and technology startups – but only tangentially. By design, the course does not cover topics related to company creation, financing, venture capital, etc. in any depth.
|The course will use a combination of lecture notes, several case studies, a set of related ‘required reading’, and other related reference material to get a deep understanding of digital product marketing. We will follow a discussion-oriented format, starting with a basic concept exposition, followed by class discussion on both concepts and specific case studies. Class participation by students is crucial for every student to get the most out of this class.|