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Digital Marketing Strategy

Course Number 1995

Assistant Professor Thales Teixeira
Fall; Q1; 1.5 credits
14 Sessions; Project

Educational Objectives


Reduce the challenges posed by digital media for marketing and entrepreneurial firms.


Course Content and Organization


When the tools of marketing change, strategies change too. Digital media, and in particular social media like Youtube, Facebook, Blogs, and Twitter, represent radically new tools for reaching customers, collaborating with them, and building relationships. And paid search advertising tools like Google's Adsense make "free to consumer" a strategic option. This course examines how pioneers are using these tools to build digital marketing and Web branding strategies for large companies and small, and the course identifies techniques and frameworks to generalize from these pioneering practices. The career focus of students taking the course is likely to include both people with an interest in Web-based entrepreneurship, but also people interested in general consumer marketing and general management careers. Given the way marketing media are evolving and patterns of consumer engagement with media are changing, our goal as a class will be to anticipate trends that, while novel and relatively unexplored today, will be mainstream in the next decade.


Module 1:
Current approaches to advertising and direct marketing. Media selection, evaluation of effectiveness.


Module 2:
Emerging new media, how they are used to acquire and retain customers.


Module 3:
How established marketing companies are migrating their marketing efforts to new media.


Module 4:

How born-on-the-Web marketing companies are being built around opportunities created by the new media.


Module 5:
Challenges of new media such as social network management, pricing in two-sided markets, crowdsourcing, managing digital identity and privacy, combining hierarchical management with self-organizing systems.