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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 340"
COURSE NAME: "E-Marketing"
SEMESTER & YEAR: Fall 2020
SYLLABUS

INSTRUCTOR: Thomas Aichner
EMAIL: [email protected]
 HOURS: MW 11:30-12:50 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: Junior Standing, MKT 301
OFFICE HOURS: MW 13:00 – 14:00
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:
LEARNING OUTCOMES:
• Explain the relevance of different types of digital platforms and digital media to marketing
• Evaluate the advantages and challenges of digital media
• Identify the key differences between customer communications for digital marketing and traditional marketing
• Identify the elements of an organization’s digital marketing environment that have implications for developing a digital marketing strategy
• Evaluate techniques for reviewing the importance of different players in the micro-environment: customers, publishers, intermediaries, suppliers and competitors as part of the development of digital marketing strategy
• Identify how the macro-environment affects an organization’s digital marketing strategy, planning, implementation and performance
• Integrate digital marketing strategy to traditional marketing and business strategy
• Identify opportunities and threats arising from digital media and technology platforms
• Evaluate digital strategy approaches for different marketplaces
• Apply the elements of the marketing mix in an online context
• Assess the opportunities for online brand-building
• Assess the relevance and alternative approaches for using digital platforms for customer relationship management by encouraging interactions through social media, mobile notifications and email marketing
• Evaluate the potential of data-driven marketing, Artificial Intelligence and ‘Big Data’ using digital technology and marketing automation to deliver more relevant interactions
• Describe the different stages and techniques needed to create an effective website, mobile app or social media presence and to optimize its performance
• Identify the main success factors in managing integrated digital campaigns
• Understand terms and tools used to measure and improve digital marketing effectiveness
• Develop an appropriate process to collect measures for digital marketing effectiveness
• Identify the activities necessary when managing digital activities and content
 
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Digital Marketing: Strategy, Implementation and PracticeChaffey, D. and Ellis-Chadwick, F. (2019)Pearson9781292241579     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Group project2 students per team, 2 case study presentations50
Digital marketing certificate26 modules, knowledge checks, end-of-topic assessments, pass/fail50

-ASSESSMENT CRITERIA:
A Work 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.
B This 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.
C This is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
D This 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.
F This 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 is required and checked.
Students with absence exceeding 20% should withdraw from the course, or risk having an "F" grade in the course.
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.
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

Week

Modules*

List of topics covered

1

1-The online opportunity

2-Your first steps in online success

Introduction to e-marketing

· Your online goals

· Building your online presence

· Marketing your online presence

· Analyze and adapt

2

3-Build your web presence

Websites

· Choosing your online presence

· How websites work

· Key website ingredients

· Websites and your business goals

· Make your website easy to use

· Website design do’s and don’ts

3

4-Plan your online business strategy

Business strategy

· The benefits of an online strategy

· Taking a business online

· Understanding customer behavior

· How to stand out from the competition

· Using goals to improve business performance

4

5-Get started with search

6-Get discovered with search

7-Make search work for you

Online search

· Search engine basics

· How search engines work

· How search engines see the web

· Organic search explained

· Paid search explained

· Google search console

· Search engine optimization (SEO)

· The importance of a SEO plan

· The SEO process

· How to choose keywords

· Setting realistic SEO goals

· Making your web pages search friendly

· How other websites can work for you

· Cross boarders with SEO

5

8-Be noticed with search ads

9-Improve your search campaigns

Search ads and campaigns

· Search engine marketing (SEM)

· The SEM auction

· What makes a good keyword

· Make your ads stand out

· Achieve relevance with good structure

· Get the most from your keywords

· Fine-tune with keyword match types

· How to know what’s working and what isn’t

6

10-Get noticed locally

11-Help people nearby find you online

Reach more people locally

· Marketing to the locals

· The power of local directories

· Using digital to advertise online

· Reaching locals on their mobiles

· SEO for local businesses

7

12-Get noticed with social media

13-Deep dive into social media

Social media

· Social media basics

· The right social media sites for you

· Setting your goals for social media

· Getting on social media

· Your long-term social media plan

· Advertising on social media

· Measuring success in social media

· Avoiding social media pitfalls

8

14-Discover the possibilities of mobile

15-Make mobile work for you

Mobile marketing

· The evolution of mobile devices

· Understanding mobile web and mobile apps

· Understanding mobile apps

· The evolution of mobile devices

· Understanding mobile web and mobile apps

· Understanding mobile apps

9

16-Get started with content marketing

Content marketing

· Get to know your online customers

· Choosing the right format for your content

· Writing for online audiences

· Help your content be seen

· Measuring your success in content marketing

10

17-Connect through email

18-Advertise on other websites

19-Deep dive into display advertising

Advertising

· Your email marketing options

· Crafting great marketing emails

· Managing successful email campaigns

· Measuring success in email marketing

· Search advertising vs. display advertising

· The ins and outs of display advertising

· Making display ads meet your goals

· Understanding ad networks

· How retargeting works

11

20-Make the most of video

Video marketing

· The rise of online video

· How video fits into your online strategy

· Creating video content with your budget

· Sharing and promoting your videos

· Advertising on video sharing sites

· Measuring video performance

12

21-Get started with analytics

22-Find success with analytics

23-Turn data into insights

Track and measure web traffic

· Making web analytics work for you

· Tracking specific goals with web analytics

· Web analytics and organic search

· Tools to measure SEM

· Breaking down your data for insights

· Using data to understand audiences

· Understanding the data cycle

· Creating actionable insights from your data

· Managing numbers using spreadsheets

· Presenting data effectively

13

24-Build your online shop

25-Sell more online

Sell products or services online

· Using e-commerce to sell

· Taking payments and manage orders

· Creating a smooth e-commerce experience

· Product promotion and merchandising

· Retargeting for e-commerce

14

26-Expand internationally

Take a business global

· Introduction to international marketing and export

· Validating your new market

· Being understood abroad

· Advertise across borders

· The support systems you will need

· Helping customers abroad buy your products

· Delivering to customers across the globe

* The indicated modules must be completed before coming to class.