PROGRAM

HACKING DIGITAL MARKETING STRATEGIES

The program of this hackathon course strictly follows the typical pedagogy of Learning-by-Doing. Teams perform six essential hacks to formulate and execute a Digital Marketing strategy for them.  We will bring firms into our classroom and work with students. Often teams of 3 to 4 persons, consisting of a mix of MBA of Master-level students and company participants, share expertise and work together in three steps, similar to Google Online Marketing Challenge 

• Step 1: Formulate using cutting-edge tools
• Step 2: Execute by experimenting
• Step 3: Evaluate learnings with peers

Step 1: Formulate using cutting-edge tools
For Step 1, the teams start with strategizing and determine who are the most important Target Audiences, and what the value propositions are to those target audiences. These two strategic decisions lay the foundation for performing the six hacks for digital marketing:

• User Experience (UX)  
• Organic Search (SEO)
• Paid Search
• Social Media
• Email & CRM 
• Campaign Management

For each hack, the teams receive an introduction to the topic, get cutting-edge tools for diagnozing their own firm's performance, and finally list what needs to be fixed for improvement.

Step 2: Execute by experimenting
​For step 2, teams take all the hack items that need to get fixed, and then prioritize these. Subsequently, the prioritized items get synthesized and addressed in a pre-campaign brief that sets goals, assigned resources and creates a time schedule. The teams get a number of weeks to execute one or more of their campaigns formulated in their pre-campaign brief. The teams coordinate and optimize their campaigns in collaboration with the companies involved.

​Step 3: Evaluate learnings with peers
For Step 3, teams and firms will reconvene in the classroom and evaluate their campaigns. They will perform hacks on site to run analysis, write up and share their findings and learnings during day III of the course. At this final day, an expert panel jury will judge the campaigns and give their insights and opinions. Furthermore, they will ask critical questions and so will the members of the other teams. Lastly, field experts will share their knowledge and experience during this last day.

DOWNLOAD THE BLOCK SCHEDULES HERE:

Unibasel Class III 2022

ASB Class V 2021

ASB Class IV 2020:
asb_all_asean_digital_marketing_program_schedule_CLASS_IV.pdf

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