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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 340"
COURSE NAME: "E-Marketing"
SEMESTER & YEAR: Spring 2021
SYLLABUS

INSTRUCTOR: Tanja Lanza
EMAIL: [email protected]
HOURS: TTH 8:30 AM 9:45 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: Junior Standing, MKT 301
OFFICE HOURS: by appointment

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, including mobile marketing and social media marketing, as well as digital commerce and web analytics.
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. 

The class format includes interactive lecturing and provides the theoretical basics and controlling tools to fulfill marketing objectives. 

 

LEARNING OUTCOMES:
  1. Know the current scenario and understand the digital transformation impacting business and communication. 
  2. Learn how to apply marketing leverages with digital in the equation.
  3. Know and understand the available and incoming digital touchpoints: owned, earned and paid media (web, social, communities, search, advertising)
  4. Understand digital strategy and its tools: from business understanding with research up to planning.
  5. Learn how to conduct research and analysis for business understanding
  6. Explore the latest digital marketing techniques for marketing amplification 
  7. Learn how to manage communication choices in terms of amplification
  8. Learn to develop, evaluate, and execute a comprehensive digital marketing strategy and plan;
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Marketing 4.0Philip Kotler WILEY978-1-119-34120-8  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Single exercise IThe single exercise will concern the brand analysis part of the program.. 10%
Mid-term examThe Mid-Term Exam will concern all the topics covered up to that point, mainly brand analysis and customer behavior. 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. 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 IISingle exercise II will be held in the second part of the program, after mid-term and before the final exam. It will be covering target personas building process and their use in the marketing mix as tool for the promotion plan. 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. 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. 20%
Final ExamStudents will be called to answer to a 10 questions quiz on overall course and design a short brand's digital marketing strategy implementing a set of tactics explored during the whole course. 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. 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. 40%
   

-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. 

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

DAY

CLASS

TOPIC

Introduction

1

19 Jan

1

People and course introduction: digital revolution and shifts in the marketing landscape, where we stand after COVID19

21-Jan

2

Industries that will never be the same again

2

 

26-Jan

3

4Ps evolution: Digital Product, pricing, placement & promotion, placement & promotion

3

28-Feb

4

The new digital media mix& integrated marketing cases+ business model analysis framework explained as brief for single exercise I

Digital marketing strategy: Business trasformation and creation process

4

2-Feb

5

Introduction to digital strategy: purpose and tools

4-Feb

6

Strategy: business understanding part I & tools: scenario & branding

5

9-Feb

7

People are brands and brands are people: Brand archetypes and in class game.

11-Feb

8

Strategy: business understanding part I & tools - category & consumer

6

16-Feb

9

Strategy: business understanding part II & tools – consumer & customer journey

18-Feb

10

Building personas I: imagine a customer journey

7

23-Feb

11

Building personas II and track people with an attribution model

25-Feb

12

Content marketing: how to fight the algorythms with the power of storytelling.

8

2-Mar

13

Guest - The power of stories

4-Mar

14

The four essential stories every business should tell & the 4 story cheat sheet

9

16-Mar

15

Content Marketing: Finding your story

18-Mar

16

Mid -term preparation: wrapping up & questions

10

23-Mar

17

Mid term exam: business understanding full analysis

Digital marketing strategy: amplification processes & tactics

 

 

25-Mar

18

Amplification: owned, earned and paid media

11

30-Mar

19

Websites are the new brand address.

Models and growth on the edge of owned, earned and paid media (SEO onsite, offsite, SEA).

1-Apr

20

Single exercise II: building a persona and identifying proper channels.

12

6-Apr

21

Guest - The e-mail marketing is not dead

8-Apr

22

Personal branding & in class game

13

13-Apr

23

Social Media: the powerful 4. Trends, role and use in marketing.

15-Apr

24

Guest - Social media management

14

20-Apr

25

Brand ambassadors and influencers

22-Apr

26

Guest – being relevant ain’teasy. Testimony by Sally Lee

15

27-Apr

27

Advertising overview and main KPIsto track & in class copywriting game for ADV

29-Apr

28

Final exam preparation: wrapping up & questions

16

3-7 May (day TBD)

Final Exam