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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 340"
COURSE NAME: "E-Marketing "
SEMESTER & YEAR: Fall 2017
SYLLABUS

INSTRUCTOR: Riccardo Maiolini
EMAIL: [email protected]
HOURS: TTH 11:30-12:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: Junior Standing, MKT 301
OFFICE HOURS:

COURSE DESCRIPTION:
This course approaches Internet marketing from a marketing management perspective. The course looks at the Internet both as a tool to be used in the marketing planning process and as an element of a company’s marketing mix. The course explores how traditional marketing concepts such as market segmentation, research, the 4Ps, and relationship marketing are applied using the Internet and other electronic marketing techniques. Website design is not covered.
SUMMARY OF COURSE CONTENT:

This course introduces the Digital Marketing (DM) strategies that firms can employ to support their businesses.

The course focuses on how the fundamental concepts in marketing & brand management, consumer behavior and business economics, can be leveraged to develop relevant DM strategies, such as creating, branding, pricing, promoting and selling goods through digital channels.

The class format includes interactive lecturing and business simulations

This course on digital marketing provides the theoretical basics and controlling tools like online advertising and social media management to fulfill marketing objectives.

Website design is not covered.
LEARNING OUTCOMES:

1.    Understand the major digital marketing channels - online advertising: Digital display, video, mobile, search engine, and social media;

2.      Learn the basics of digital marketing and the importance of the offer, list and creative in response rates;

3.      Develop a comprehensive digital marketing strategy;

4.    Learn to develop, evaluate, and execute a comprehensive digital marketing strategy and plan;

5.    Explore the latest digital marketing techniques.

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Digital Marketing Readings (e-book)Gupta & Davin Harvard Business Publishing.8224HB-HTM-ENG  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class Participation & AttendanceThis course moves at a fast pace and much of the learning will take place during in-class exercises and discussion. Students are expected to attend all class sessions, complete all assigned readings prior to class and be prepared to participate. Attendance will be taken and participation will be evaluated at each class session.10%
Mid Term ExamThe Mid-Term Exam will take place half way through the course and it will concern all the topics covered up to that point. No make-up exams will be given. A missed exam will be calculated as zero. Exceptions are made if the student presents an official excuse for the absence from the Dean’s Office. Rules of the exams: no mobile phones are allowed, no computers tools are allowed. When calculators are needed, the professor will tell the students in advance to bring them for the exam. Their usage is personal and they cannot be shared during the exam. There are no make-up or grade improvement projects in this course. If you have a bad exam, you will have to make up for it on future exams. 30%
Project PresentationStudents will work in instructor-selected groups of four or five to complete a 15-20 page digital marketing plan utilizing the concepts and frameworks covered in the course. Papers should be double-spaced using 12-point font and 1-inch margins, and submitted to the instructor at the end of the classes. All groups will be required to give a presentation in class highlighting the important points of their plan and submit their presentation slides for review. Presentations will take place in class in the final classes. The goal is to share Knowledge and engage the class on course topics. All students will be required to complete evaluations of the group presentations given in class. The guidelines and the instructions for the project will be handed to the students in advance. The work must be send through email within the assigned deadline. All projects coming later than the deadline will be evaluated as zero, unless prior arrangements are made with the professor. The work to be evaluated as A must demonstrate the analyzing skills of the students, critical thinking, problem solving capacity and the effort made. 30%
Final Students must resolve a case in class: design a strategy and implement a set of tactics explored in class30%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

-ATTENDANCE REQUIREMENTS:
This course approaches Internet marketing from a marketing management perspective. The course looks at the Internet both as a tool to be used in the marketing planning process and as an element of a company’s marketing mix. The course explores how traditional marketing concepts such as market segmentation, research, the 4Ps, and relationship marketing are applied using the Internet and other electronic marketing techniques. Website design is not covered.
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

1 Course Introduction and Digital Marketing Strategy : the digital revolution
2 Internet Economics
3 E-commerce
4 In class Case Study
5 Internet Business Models
6 Digital Marketing: the role of Inbound & permission marketing
7 Digital Marketing: the role of Inbound & permission marketing
8 Social influencers, social capital and reputation
9 Social influencers, social capital and reputation
10 Social Influencers Metrics
11 In class Case Study (Facebook Campaign)
12 Community Management & Stakehoder engagement
13 Stakeholder In class Case Study 1
14 Stakeholder In class Case Study 2
15 Review Class
16 Mid Term Assignment
17 Open Innovation
18 Digital Product Development
19 Lead Users and Lead Customers
20 Display Advertising and other Acquisition Tools
21 Email Marketing
22 Mobile Marketing II: search marketing & proximity marketing
23 Search engine optimization (SEO) + Behavioral targeting Ads
24 Growth Hacking
25 Growth Hacking
26 review class
27 Project Presentation
28 Project Presentation