Module 5: Digital Marketing
Course Objectives
1. Understand the concept and usage of deconstructing marketing strategies
2. Iacobucci framework application and evolution in the Digital Marketing Age
3. Comprehend and apply the concepts of Consumer Behavior
4. Comprehend and apply the concepts of Branding Differentiation
5. Apply Digital Marketing strategies to their product for Entrepreneurship Class
Digital Marketing
AVP
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Digital Marketing.mp4
PPT
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\PhDM 609 Advanced Studies in
Marketing Management\LPUL PhD616_Jul19Lec2_DigMktg.pdf
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\PhDM 609 Advanced Studies in
Marketing Management\28225632-v1-1-Digital-Marketing-Plan-Template.pdf
Consumer Markets and Consumer-Buyer Behavior
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Consumer Markets and
Consumer-Buyer Behavior.pptm
Buyer Behavior Model
Factors affecting Consumer Behavior
Selecting Target Markets
Service Characteristics
Service Marketing
How to BUILD STRONG BRANDS
Branding and Brand Differentiation
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Products and Services.pptx
AVP Sample – Pinoy Font
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Pinoy Font Style.mp4
Product Levels
Building Brands
The creation and management of customer experiences with their brands or company.
“It’s not so much the shoes but where they take you.”
Product Classifications
Consumer Products
Products bought by final consumers for personal consumption
Types:
Convenience Products
Products that are usually bought frequently, immediately by consumers,
and with minimal comparison and buying effort from the consumers.
Shopping Products
Products that are purchased less frequently than consumer products that
customers compare carefully on sustainability, quality, price, and style.
Specialty Products
Products with unique characteristics, or brand identification for which a
significant group of buyers is willing to make a special purchase effort.
Unsought Products
Products that the consumer either does not know about or knows about
but does not normally consider buying
Industrial Products
Products bought by individuals and organizations for further processing or for use in
conducting a business.
Types:
o Materials and Parts
o Capital Items
o Supplies and Services
Organizations, Persons, Places and Ideas
Product Attributes
Quality
Features
Design and Style
Branding
Brand
A name, term, symbol, design or a combination of these that IDENTIFIES the products
or services of one seller or group of sellers and DIFFERENTIATES them from those
competitors
Brand Equity
The differential effect that knowing the brand name has on customer response to the
product or its marketing
Brand Strategy Decisions
Brand Positioning
the marketer should establish a mission for the brand and a vision of what the brand
must be and do.
A BRAND is the company’s promise to deliver a specific set of features, benefits, services,
and experiences consistently to buyers.
Brand Name Selection
Brand Sponsorship
Activity 1: Digital Marketing Trends and Challenges
Using the UNICORN Company you've chosen in the previous Marketing Mix activity, identify
THREE (3) Digital Marketing Trends and/or Challenges for said UNICORN. Provide a
proposed plan to use the trend (if it's a trend) and/or solution to solve the problem (if it's a
challenge) with a short description of your course of action. Attached to this is the ppt
template which you'll be using for this activity. The ppt contains additional instructions.
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Digital Marketing
Template.pptx
Activity 2: Brand Differentiation
Using the concepts in the Branding Differentiation Discussion, prepare the Brand and
Branding Differentiation of your product in your Entrepreneurship Class. Please base your
Brand through the assessment research you will be doing. USE SERVQUAL (for service
oriented businesses) and USE the MARKET SURVEY QUESTIONNAIRE (for food businesses).
SERVQUAL
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\PhDM 609 Advanced Studies in
Marketing Management\Questionnaire.docx
MARKET SURVEY QUESTIONNAIRE
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Market Survey
Questionnaire.docx
Activity 3: Digital Branding and Marketing
Using the Brand and Branding Differentiation from the previous activity, prepare a digital
marketing campaign for your product in your Entrepreneurship Class. The campaign could
be a commercial, or a social media campaign. USE the framework discussed in the Digital
Marketing AVP and PPT.
For a commercial, save it in MP4 format and upload it to the LMS
For social media campaign, use the following ppt template:
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\PPT Template Red.pptx
Here is an example for a social media campaign which used a video presentation.
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\PhDM 609 Advanced Studies in
Marketing Management\GECOLEA_LPhDM609_Final.pptx
