dms301m bài lý thuyết cho chương một dựa vào thông tin ghi chép

good one

1. Session 2 DMS301m – Digital Marketing Strategy

2. Learning Objectives Understand what products are and how they fit into the marketing mix. Appreciate how digital tools are changing how products are developed and offered. Differentiate firm created vs. co-created products and brands. Learn about the Sharing Economy and how it is affecting both firms and consumers. Analyze a real-world case that employs the concept of co-creation. 2

3. Table of Content 3

4. Digital Concept 1: Customer Co-creation Explain the concept of Customer Co-creation. Why does it appear? Explain two steps in co-creation: Contribution and selection. What make companies successful in each step? Explain and give example of 4 types of customer co-creation (two-by-two matrix): codesigning, collaborating, submitting and tinkering. Explain following practices in Customer cocreation: The rule of 1 Authenticity if critical Patches & badges Don’t be a bad guy 4

5. Digital Concept 1: Customer Co-creation (1) https://bit.ly/3s0EI7F https://bit.ly/3pW5E6z 5

6. Digital Concept 1: Customer Co-creation (2) 6

7. Customer Co-creating Typologies Submitting : Customers directly communicate ideas for new product offerings to a firm. Co-designing : a relatively small group of customers provides a firm with most of its new product content or designs, while a larger group of customers helps select which content or designs should be adopted by the firm. Tinkering : customers make modifications to a commercially available product and some of these modifications are incorporated into subsequent product releases. Collaborating : customers have the power to collectively develop and improve a new product’s core components and underlying structure. Source: O’Hern, M.S. and Rindfleisch, A., 2010. Customer co-creation: a typology and research agenda.  Review of marketing research ,  6 (1), pp.84-106. 7

8. Digital Concept 1: Customer Co-creation (3) 8

9. Table of Content 9

10. Sharing Economy in Vietnam 10

11. Define sharing economy (1) 11 Three questions to concern: How PROFITABLE is this business model? How does this impact TRADITIONAL business? What is the SOCIAL impact?

12. Define sharing economy (2) 12 Three components of sharing economy: Inherently digital in nature Crowdsource supply Access not ownership

13. Define sharing economy (3) 13

14. Sharing Economy Typology 14 This matrix has two dimensions: Consociality : the degree to which the members of a platform can engage in social interaction. Platform intermediation : the degree in which transactions flow through a platform provider.

15. Practices of the sharing economy 15

16. Table of Content 16

17. Threadless Case Study https://www.coursera.org/learn/marketing-digital/lecture/aoEhm/case-study-introduction-threadless Optional resources Website: www.threadless.com Reading: What Happened to the Internet’s Favorite T-Shirt Company Video: How It Works 17

18. Table of Content 18

19. Lesson Summary 19