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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 340"
COURSE NAME: "E-Marketing"
SEMESTER & YEAR:
Spring 2020
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SYLLABUS
INSTRUCTOR:
Tanja Lanza
EMAIL: [email protected]
HOURS:
MW 8:30-9:45 AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: Junior Standing, MKT 301
OFFICE HOURS:
by appointment
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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.
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SUMMARY OF COURSE CONTENT:
This course introduces the Digital Marketing (DM) strategies that firms can employ to support their businesses, looking at the Internet both as a place and a tool where marketing decision happens, going through the transformation that digital brought in.
The course goes from traditional marketing concepts change (as the 4Ps) in the digital world, to creation of marketing plans throughout a strategic approach, to amplification process and related tools/technicalities, focusing on: consumer behavior, business understanding, touchpoints, media and frameworks which will be used to craft brand / service/ product plans, their promotion and selling operations through digital channels, using a relevant digital marketing mix.
Elements of Art direction, UX and creative technology will be mentioned as part of the content strategy, but not fully covered by this course.
The class format includes interactive lecturing and group exercises and provides the theoretical basics and controlling tools to fulfill marketing objectives.
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LEARNING OUTCOMES:
- Know the current scenario and understand the digital transformation impacting business and communication.
- Learn how to apply marketing leverages with digital in the equation.
- Know and understand the available and incoming digital touchpoints: owned, earned and paid media (web, social, communities, search, advertising)
- Understand digital strategy and its tools: from business understanding with research up to planning.
- Learn how to conduct research and analysis for business understanding
- Explore the latest digital marketing techniques for marketing amplification
- Learn how to manage communication choices in terms of amplification
- Learn to develop, evaluate, and execute a comprehensive digital marketing strategy and plan;
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Digital Marketing Readings (ebook) | Sunil Gupta, Joseph Davin (2016) | Harvard Business Publishing | 8224-PDF-ENG | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| The decade ahead: Trends that will shape the consumer goods industry (pdf to download) | McKinsey & Company | McKinsey & Company | | Consumer Packaged Goods Practice | |
| Digital transformation: Improving the odds of success | Jacques Bughin, Jonathan Deakin, Barbara O’Beirne | McKinsey Digital | | | |
| A winning operating model for digital strategy | Jacques Bughin, Tanguy Catlin, Laura LaBerge | McKinsey Digital | | | |
| Demystifying Social Media | Divol, Roxanne | McKinsey Quarterly, April. | | | mckinseyquarterly.com/Demystifying_soci al_media_2958 |
| How Retail Brands Can Survive the Attack of the Algorithm | Ana Andjelic | Medium | | | |
| As Millennials Demand More Meaning, Older Brands Are Not Aging Well | Enso World Value Index. | Enso World Value Index. | | | |
| How to create an online community that people will pay for | Harvard Business Review | Harvard Business Review | | | |
| 2019 Influencer Marketing Report | IAB | IAB | CombinedFINAL IAB | | |
| What Is Content Marketing? (2014) | Josh Steimle | Forbes | | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| In class group exercise I | The in class group exercise will concern topics covered up to that point and will be presented in class on a power point/keynote support by the group. | 5% |
| Single exercise I | individual exercise on target personas | 10% |
| Mid-term exam | The Mid-Term Exam 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% |
| Single exercise II | The home assignment will concern topics covered up to that point and will be presented and evaluated in class. Accepted support will be: Word, power point or keynote presentation, physical support (eg. Paper, poster, photos). Creativity will be welcome in this assignement. | 20% |
| Final exam | Students must resolve a case in class: design a strategy and implement a set of tactics explored during the whole course. | 35% |
-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.
90% of class hours attendance of this course is mandatory, due to the strict relation and dependence between topics, thus after 3 lessons missed penalties on the final mark occur.
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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.
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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.
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SCHEDULE
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Week
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Class
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Topic:
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Digital Marketing
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1
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1
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Course introduction: digital revolution and shifts in the marketing landscape
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2
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4Ps evolution: Digital Product & pricing
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2
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3
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4Ps evolution: Digital Placement & promotion
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4
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4Ps evolution: The new digital media mix & integrated marketing cases discussion
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3
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5
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Business model analysis and cases class discussion
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6
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In class group exercise & presentation: business transformation applying digital 4Ps
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Digital marketing strategy (creation processes)
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4
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7
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Introduction to digital strategy: purpose and tools
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8
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Strategy: business understanding part I & tools: scenario & branding
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5
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9
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Monitoring & sentiment analysis
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10
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Strategy: business understanding part I & tools - category & consumer
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6
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11
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Strategy: business understanding part II & tools – consumer & customer journey
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12
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The role of UX and creative technology
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7
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13
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How to look for quantitative & qualitative data to map the digital customer behavior and his journey
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14
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Building personas and customer journey + guidelines for at home assignment brief
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8
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15
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Building personas & customer journey” at home assignment: group presentation & in class discussion
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16
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The power of content
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9
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Planning content & cases discussion
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18
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Mid term exam: business understanding full analysis
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Digital marketing strategy (amplification processes & tactics)
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10
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19
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Amplification on owned, earned and paid media
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20
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Owned media: SEO on-site and off-site
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11
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21
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Owned media: Social media scenario and channels - How to fight
the algorithm
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22
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Owned media: Social media management, the real impact
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12
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23
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Earned media: PR, Communities & brand ambassadors
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24
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Paid media: false myths
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13
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25
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Paid media: advertising
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26
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The e-mail marketing is not dead & cases discussion
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14
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27
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Paid media: native advertising
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28
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Paid media: influencer marketing and reputation
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15
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29
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In class group exercise: plan content and its distribution
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30
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Final exam preparation
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16
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31
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Final exam
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