[Maeil Business Newspaper] 'Good Professor, Good Lecture'-Professor Moeen Butt's 'Digital Marketing'
"Overcoming consumer resistance to digital advertising determines success or failure."
Professor Moeen Butt's 'Digital Marketing'
Today, most marketing occurs on digital channels: search advertisements, social media advertisements, mobile advertisements, and influencer marketing have seen exponential growth over recent years. Companies are increasingly relying on online and mobile sales in the COVID-19 era, and this trend will continue in the post-pandemic age. Digital marketing has therefore become more critical than ever.
SKK GSB’s Professor Moeen Nasser Butt delivers a Digital Marketing course in all MBA programs at SKK GSB. This course is important because the knowledge, understanding, and strategic application of digital marketing are essential for all MBA graduates today.
Professor Butt teaches MBA students to understand and apply various concepts of digital marketing. His lectures cover a variety of digital marketing methods, from outbound marketing such as search engine marketing, display advertisements, and email marketing, to inbound marketing, including on-site search engine optimization (SEO) and off-site SEO. In particular, social media marketing (e.g., social marketing planning and analysis, influencer marketing, and social selling) is increasingly popular nowadays, so this is studied in greater depth. Students can immediately apply what they learn, and check the results through social media marketing simulations that run concurrently with the lectures. Professor Butt is confident that students who have completed the Digital Marketing course will play an important role in helping companies make more effective business decisions using digital, social, and mobile media.
Many students consider the Digital Marketing course very interesting and informative. Sung Hoo Hong (PMBA Class of 2020) said: "I had heard a lot about digital marketing before, but I only had a vague understanding of it. However, through this course, I could get an accurate understanding. In particular, I learned to adjust various variables such as target settings, operation hours, and advertising messages, and to analyze the results such as profits, followers, and influence, all in real-time." This course is also of great help to students who work as marketers. Students can directly compare and analyze various strategies in this course, and become experts by learning relevant theories related to their work.
Professor Butt says that digital marketing is becoming a great challenge to companies as its popularity grows. First, given that digital marketing is dynamic, companies must keep abreast of the latest technologies and trends. Second, an increasing number of consumers tend to avoid digital advertisements as they feel those advertisements disrupt their browsing experience. Executing digital advertising while avoiding such interference is the key to increasing return on investment. Lastly, since digital marketing runs via multiple channels, performance measurement and analysis are complex. Notwithstanding the performance evaluation methods provided by digital media, it is not easy to measure the entire 'customer journey' when a single brand invests in multiple channels.
Professor Butt emphasizes that "overcoming consumer resistance to digital advertising is the key to determining digital marketing success." Through his classes, students investigate specific targeting, selecting media with high relevance and methods that induce consumer participation without interfering with their search, leading to consumers’ actively embracing digital marketing. As students highly evaluate his class, Professor Butt has received SKK GSB’s Teaching Excellence Award every year since 2020.
Original article in Korean: 성균관대 SKK GSB, FT평가 10년연속 국내1위…AI·비즈니스 애널리틱스 과정 신설
- [Maeil Business Newspaper] Sungkyunkwan University SKK GSB’s MBA, Ranked No.1 in Korea for 10 Consecutive Years, is Achi