Course : E-business Strategy

Effective Period : March 2020

Digital marketing

Session 15 - 16
 Acknowledgement

These slides have been adapted from:

DIGITAL BUSINESS AND E-COMMERCE MANAGEMENT
SEVENTH EDITION
Dave Chaffey, Tanya Hemphill David Edmundson-Bird (2019).
PEARSON. United Kingdom.
ISBN : 978-1-292-19333-5 (print)
Chapter 7
 Learning Objectives

After completing this chapter, you should be able to:

• Assess the need for separate digital business and

digital marketing strategies
• Create an outline digital marketing plan intended to
implement the digital marketing strategy
• Distinguish between marketing communication
characteristics of traditional and new media
Main topic
1. What is digital marketing?
2. Digital marketing planning
3. Situation analysis
4. Objective setting
5. Strategy
6. Tactics
7. Actions
8. Control
Chapter Summary
1. Digital marketing is the application of technology to
achieve marketing objectives, defined by the Chartered
Institute of Marketing as: ‘the management process
responsible for identifying, anticipating and satisfying
customer requirements profitably’.
2. Digital marketing can be considered a subset of digital
business and is equivalent to sell-side e-commerce.
3. A digital marketing plan is often developed separately
from a digital business strategy. The SOSTACTM
framework is used to introduce the elements of a digital
marketing plan.
4. Situation analysis – involves a consideration of the
external environment with the emphasis on levels of
customer access to the Internet, benchmarking of
competitors and new entrants.
Chapter Summary
5. Objective setting – a key objective is setting the online
revenue contribution or the percentage of sales that will
be achieved online. For companies where direct sales
are not practical because of the nature of the product,
companies may set objectives for how the web will
affect marketing communications, customer service and
cost reductions.
6. Strategies – through evaluating the suitability of product
for direct sale, a company may define a replacement
(product suitable for direct sale, e.g. airline tickets) or
complementary strategy (product unsuitable for direct
sale, e.g. FMCG or consultancy services). Replacement
strategies may involve changing distribution networks.
Complementary strategies will involve using the Internet
as an additional marketing communications channel.
Chapter Summary
7. Tactics – digital marketing tactics can be reviewed
through varying the elements of the marketing mix:
Price, Place, Product, Promotion, People, Processes
and Physical evidence.
8. Actions – the planning of digital marketing strategy
by identifying resources and timescales.
9. Control – control can be achieved through
monitoring customer satisfaction and channel
performance via the website and traditional
channels.
JIG SAW Games
• introduction
• Every member on small group (5-7 student)
distribute all sub topic for each member (depend on
the number of sub topic and the number of group
member) two of subtopic can be handled by one
member or two
• The student that have the same sub topic in every
small group called group expert
• Discuss the sub topic in group expert
JIG SAW Games
• Sub topic
1. What is digital marketing?
2. Digital marketing planning
3. Situation analysis
4. Objective setting
5. Strategy
6. Tactics
7. Actions
8. Control
Group Expert
• Every member that have the same sub topic

• Discuss sub topic in group expert from member of

each group (according sub topic distribution for each
member in a small group)
• Every group expert member must provide :
– Definition and description about subtopic
– Example (company) that implemented the
concept
– Create mind map for each member
• After finish the job than go back to the small group
Parallel Presentation
• In a small group every member must presented the min map according
the sub topic

• In small group there are 8 sub topic that must be

presented by the member, during one of the sub
topic presented the other member must take a note
and summarizing on every sub topic.
• And the notes must be submit on lecture’s
padlet.com
 Individual Assignment

• The student write a resume based on session 17-18 or

chapter 8 from Digital Business And E-Commerce
Management textbook
• Ms.doc format (.doc)
• Every student in must choose write by him/her self ,
copy paste it means failed for this course
• Students submit softcopy upload in Binusmaya –.
Assignment Menu (created by the Lecturer)
o File name Format: StudentID_StudentName_Title of
the resume
o Deadline : Session 17-18 e-business strategy course
 Session 19 & 20 Preparation

• Produce a video about Costumer Experience

and Service Design with max duration 10
minute
• This video must illustrate by audio or text.
• Bring Your Laptop (at least 1 group, 1 laptop)
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