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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 340"
COURSE NAME: "E-Marketing"
SEMESTER & YEAR: Spring 2022
SYLLABUS

INSTRUCTOR: Tanja Lanza
EMAIL: [email protected]
 HOURS: MW 8:30 AM 9:45 AM
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, including mobile marketing and social media marketing, as well as digital commerce and web analytics.
SUMMARY OF COURSE CONTENT:

With the success stories of companies capturing market share adapting to digitalization, it is a prerequisite that all organizations must have an effective online presence to prosper, or possibly even survive! The course will look at technological advance, changes in customer behaviors, and shifts in accepted business models to cover how firms, SMEs and individuals can conquer new challenges and bring their products and services to market.  What are the marketing techniques that businesses need to master to make effective use of digital marketing? Strategic planning for online businesses, cross-media presence and advertising, content creation and curation, agile and data driven marketing actions
LEARNING OUTCOMES:

1.      Be informed of the current marketing scenario, the latest trends and challenges and learn how to master it

2.      Plan a structured online presence by starting with reliable insight

3.      Develop a digital marketing strategy 

4.      Know and use storytelling techniques on digital media and master online formats to serve the right purpose and KPI

5.      Create and apply an experience journey

6.      Know organic, earned and paid media and how to master them

7.      Combine organic, earned and paid media in an integrated plan

8.      Know how to develop basic deliverables of written and visual content for media advertising

9.      Know where to find data and how use them to evaluate both a strategical plan with a scorecard and an executive plan using KPIs and objectives of specific platforms

10.   Scale an online business through agile marketing 
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Marketing 5.0Philip Kotler WILEY978-1-119-66851-0-52800     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Single exercise I 20%
Single exercise II 20%
Mid-term exam 30%
Final Exam 30%

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

TOPIC

NOTES

The online opportunity and the digital acceleration

1

17.01

Course introduction & scenario: digital revolution and COVID as digital accelerator

 

19.01

The digital ready organizations + cases

 

2

24.01

It’s time for Marketing 5.0 and its challenges

 

Plan your online business

 

26.01

Digital Strategy introduction and frameworks ready to use

 

3

31.01

Get started with analysis and strategic insights: digital business understanding

 

 

02.02

Strategic Framework application: Qualitative and quantitative tools

 

4

07.02

Strategic Framework application with in class exercise: culture, digital branding and competitive arena 

09.02

Strategic analysis In class exercise: presentation & comments 

 

11.02

Digital consumers: The generation gap and the importance of building personas, for better targeting 

Make-up day for Monday, April 18

5

14.02

The new CX from people’s journey to experience journey & short in class exercise 

 

 

16.02

Single exercise I

 

18.02

Content marketing: 4 essential stories every business should tell + short in class research and discussion

Make-up day for Monday, April 25

6

21.02

Content creation and curation: main digital formats and the video revolution

 

23.02

Midterm

 

Amplify your online presence and business

 

7

28.02

Mobile and cross-media revolution: making tech personal, social and experiential

 

02.03

Owned, earned and paid media: strengths and weaknesses

 

8

07.03

Website strategy

 

09.03

Website design heading to diversity and social inclusion + cases discussion

 

9

14.03

The importance of SEO (on-site & off-site) for your digital business

 

16.03

Paid advertising & Copywriting in class exercise for ads for different platforms

 

21-25.03

Spring break

10

28.03

Email marketing with guest speaker from EY London

 

30.03

 Single exercise II: Email marketing test and mini project 

 

11

04.04

 Digital community strategy and management 

 

 

06.04

The impact of social media on digital business growth

 

12

11.04

Digital PR and influencer marketing: guest testimony  bySpencer&Lewis

 

 

13.04

Digital PR and influencer marketing: setting up a strategy & selecting proper influencers/creators

 

13

20.04

Agile Marketing and how digital contributes to pace and scale a business. 

 

Scale your business and evaluate overall performances

 

27.04

Real story: how a digital startup is launched and becomes a complex business

 

Last day of class

May 2-6 (Mon-Fri)Final Examinations