Platform Marketing

Course details

"Platform Marketing" explores the intricacies of marketing through various online platforms, focusing on the utilization of technological and social interfaces to engage customers and drive business outcomes. Students will learn about platform-based business models, network effects, and multi-sided market strategies.

Start Date
TBD
Target Audience
Undergraduate students venturing into the world of blockchain, with or without a prior technical background.
Duration
14-15 weeks (28 Classes)
Learning Objectives
  • Comprehend the structure and dynamics of multi-sided platforms and their role in modern marketing.
  • Analyze platform-based business models and identify success factors for platform marketing.
  • Develop strategic approaches to leverage network effects and manage platform ecosystems.
  • Assess the legal, ethical, and competitive considerations in platform marketing.
Key Features
  • Case studies of successful platform marketing strategies from companies like Amazon and Airbnb.
  • Interactive sessions with platform marketing experts.
  • Use of simulation games to understand platform dynamics.
Learning path
  • Unit 1: Platform Marketing Fundamentals (5)
  • Unit 2: Advanced SEO and SEMUser Acquisition and Retention (6)
  • Unit 3: Data-Driven Platform Marketing (5)
  • Unit 4: Managing Platform Ecosystems (6)
  • Unit 5: Platform Marketing Campaigns (4)

Topics covered

  • Introduction to Platform Marketing and Business Models.
  • Understanding Network Effects and Their Role in Marketing.
  • Designing Value Propositions for Multi-Sided Platforms.
  • Monetization Strategies for Platform Businesses.
  • Competitive Landscape and Market Positioning for Platforms.

  • Customer Journey Mapping on Digital Platforms.
  • User Acquisition Strategies: Organic Growth and Paid Campaigns.
  • User Retention Techniques: Engagement and Incentivization.
  • Metrics and KPIs for Platform Performance.
  • Viral Marketing and Referral Programs.
  • Platform Scaling Strategies and Growth Hacking.

  • Leveraging Data Analytics for Platform Marketing Decisions.
  • Personalization and AI in User Experience.
  • Behavioral Data and Customer Segmentation.
  • Privacy and Data Protection Regulations.
  • Case Study: Data-Driven Strategies in Platform Marketing.

  • The Role of APIs and Integrations in Platform Marketing.
  • Building and Managing Developer and Partner Ecosystems.
  • Governance and Rules of Engagement on Platforms.
  • Trust and Safety Mechanisms.
  • Crisis Management in Digital Platforms.
  • The Future of Platforms: Trends and Predictions.

  • Planning and Executing Platform Marketing Campaigns.
  • Influencer Marketing and Brand Partnerships.
  • Content Strategies for Platform Engagement.
  • Measuring Campaign Effectiveness and ROI.

Grading:

  • Class Participation: 10%
  • Weekly Platform Marketing Assignments: 30%
  • Group Strategy Development: 20%
  • Mid-Term Project: 20%
  • Final Presentation: 20%

Prerequisites:

  • Basic Principles of Marketing.
  • Consumer Behavior.
  • Digital Marketing Fundamentals.

Reading Material:

  • Core texts on platform economics and marketing strategies.
  • Articles on the latest trends and innovations in platform marketing.

Assignments:

  • Real-world case studies and problem-solving exercises.
  • Developing a platform marketing plan for a new or existing platform.
  • Analysis of platform marketing campaigns for optimization and learning.

Faculty: A renowned academic with a blend of theoretical and practical experience in blockchain technology.

Teaching Instructors: TBD

Contact Us

E-mail

arun.reddy@globuslearn.com

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