Author(s): Priyanka Shrivastava
The primary subject matter of this case is related to Digital Marketing. Companies are going through digital transformation and business models of many new players are completely digital, which makes companies sitting on large amount of data. The proliferation of new technologies such as mobile, cloud computing, and artificial intelligence (AI) have transformed customer behavior and disrupted marketplaces-both for B2B and B2C markets. It makes imperative for marketing educators to equip students with knowledge on digital marketing strategies, which is the subject topic of this case. Secondary issues examined include keyword search performed on search engine platforms and importance of tracking click through rates (CTR) and Transaction conversion rates (TCR) to optimize Digital Marketing efforts of any organization. The case has a difficulty level of including it in graduate level courses and Executive MBA programs to teach Digital marketing or Marketing Analytics courses. The case is designed to be taught in a 4 hours class and is expected to require 2 hours of outside class preparation by students.