Course Syllabus

JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 340"
COURSE NAME: "Digital Marketing"
SEMESTER & YEAR: Summer Session I 2024

SYLLABUS

INSTRUCTOR: Tanja Lanza
EMAIL: [email protected]
HOURS: MTWTH 9:00 AM 10:50 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:

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;

TEXTBOOK:

NONE

REQUIRED RESERVED READING:

NONE

RECOMMENDED RESERVED READING:

NONE

GRADING POLICY
-ASSESSMENT METHODS:

Assignment	Guidelines	Weight
Final Exam	Students will be called to answer to a 20 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.	100%

-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 1	DAYS	TOPIC
1	20 May	Introduction to digital marketing and digital transformation
1	21 May	On-site research
1	22 May	The digital ecosystem and models & digital readiness
1	23 May	Digital readiness and digital business models lab
2	27 May	Introduction to digital strategy and the use of AI in strategy
2	28 May	Digital strategy – culture: from trend analysis to insights
2	29 May	Digital strategy – competition: digital competition
2	30 May	Digital competition project
3	3 June	Digital strategy – brand: digital branding
3	4 June	Digital strategy – consumer: digital and hybrid consumer
3	5 June	From customer journey to experience journey
3	6 June	Customer journey project
4	10 June	Ecommerce and e-commerce journey
4	11 June	Building an e-commerce: website strategy and principles & SEO
4	12 June	Email marketing
4	13 June	Email marketing journey
5	17 June	Digital PR, creators and virtual influencers + building your own influencer
5	18 June	Digital advertising
5	19 June	Social media and business: why brands are living and changing their marketing strategies
5	20 June	Growth marketing
21 June - Final exam