IDC Revision

Lectures

In-class slide decks, reconstructed as notes.

  1. Week 2

    Lecture 2 — Marketing Foundations, Platforms & Cross-Platform Strategy

    Ofir Richman

  2. Week 3

    Lecture 3 — Audience, Personas & Media Types

    Ofir Richman

  3. Week 4

    Lecture 4 — Campaign Strategy & the Marketing Funnel

    Ofir Richman

  4. Week 5

    Lecture 5 — Brand Strategy & Identity

    Ofir Richman

  5. Week 7

    Lecture 7 — Content Marketing & the Customer Journey

    Ofir Richman

  6. Week 8

    Lecture 8 — Market Shifts, Engagement & Relationship Marketing

    Ofir Richman

  7. Week 9

    Lecture 9 — Emerging Platforms & Trends

    Ofir Richman

  8. Week 10

    Lecture 10 — Data & Measurement

    Ofir Richman

Readings

Assigned articles from the syllabus.

  1. Week 1

    Embedding the Marketing Angle into Entrepreneurial Propensity

    Kariv et al. (2025)

  2. Week 2

    Bridging Marketing Theory and Big Data Analytics — The Taxonomy of Marketing Attribution

    Buhalis & Volchek (2021)

  3. Week 2

    Why Marketers Are Returning to Traditional Advertising

    Moorman, Ryan & Tavassoli (2022)

  4. Week 3

    Sharing Consumers' Brand Storytelling — Influence on Brand Attitude via Emotions and Cognitions

    Hong et al. (2022)

  5. Week 3

    BrandFusion Ch4 — Managing the Alignment of Strategy: Purpose, Proposition & Positioning

    Smith & Williams (2022)

  6. Week 4

    Silence of the Brands

    Salzer-Mörling & Strannegård (2004)

  7. Week 4

    The Dynamic Construction of Brand Storytelling

    Aimé (2021)

  8. Week 5

    Trust, Social Media Marketing, Brand Equity & Loyalty

    Ebrahim (2020)

  9. Week 6

    GenAI in Innovation & Marketing Processes

    Cillo & Rubera (2025)

  10. Week 6

    Dell Technologies — Person to Person in B2B

    Smith & Williams (2022)

  11. Week 7

    GenAI in Marketing — Applications, Opportunities & Research Agenda

    Kshetri, Dwivedi, Davenport & Panteli (2024)

  12. Week 7

    Corporate Brand Identity Co-Creation in B2B

    Iglesias et al. (2020)

  13. Week 8

    Preparing for an Era of Deepfakes & AI-Generated Ads

    Campbell et al. (2022)

  14. Week 9

    Promises and Perils of AI and Advertising

    Rodgers (2021)

  15. Week 9

    The Superstar Social Media Influencer

    Lee & Theokary (2021)

  16. Week 10

    AI in Personalized Engagement Marketing

    Kumar et al. (2019)

  17. Week 11

    Social Conscience & Social Marketing

    Smith & Williams (2022)