How has digital technology changed marketing? Revealing the benefits that digital technology brings to companies and consumers
Research Themes
The main theme of this seminar is digital marketing, which is marketing that utilizes digital technology. The development of digital technology has enabled companies to practice new marketing activities. As a consumer, you may be exposed to new technologies such as AI chat, virtual influencers, and food delivery robots on a daily basis. Looking at the other side, transactions through mobile apps and websites are now commonplace. In these cases, companies may use consumer data for marketing activities. Have you ever come across ads that are personalized to your age and gender? How do these marketing activities benefit both companies and consumers? In this seminar, we will conduct research from various perspectives to find the answer to this question. In addition, we will also provide training in correctly collecting and analyzing data and finding causal relationships.
Activities
The aim is to acquire basic knowledge by reading books and papers related to digital marketing. In addition, as the foundation for successful marketing, students will learn statistics and causal reasoning to correctly understand the relationships between things. Finally, students will actually collect and analyze data themselves. They may be able to clarify the effectiveness and consumer reactions of new marketing activities that interest them.