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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 340"
COURSE NAME: "Digital Marketing"
SEMESTER & YEAR:
Spring 2025
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SYLLABUS
INSTRUCTOR:
Tanja Lanza
EMAIL: [email protected]
HOURS:
TTH 10:00 AM 11:15 AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: Junior Standing, MKT 301
OFFICE HOURS:
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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, including mobile marketing and social media marketing, as well as digital commerce and web analytics.
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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
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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 and apply new immersive technologies
7. Know organic, earned and paid media and how to master them
8. Know how to create an integrated hybrid marketing plan
9. Know how to develop basic deliverables of written and visual content for media advertising
10. 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
Scale an online business through growth marketing
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TEXTBOOK:
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Marketing 6.0: The Future Is Immersive | Philip Kotler | Wiley | 978-1119835219 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| SINGLE EXERCISE I | | 25 |
| MID TERM | | 25 |
| FINAL | | 25 |
| Email marketing exercise | | 25 |
-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.
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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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DAY
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TOPIC
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21 Jan
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Understanding digital marketing
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23 Jan
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The digital ecosystem and digital transformation
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28 Jan
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Digital readiness and digital business models
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30 Jan
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In class exercise about digital business models
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4 Feb
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introducing Digital Marketing Strategy: culture
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6 Feb
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Digital Marketing Strategy: from trend analysis to insights+ AI
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11 Feb
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Digital Marketing Strategy: from insights to scenarios
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13 Feb
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Digital Marketing Strategy special editionculture: Sanremo, SuperBowl and S. Valentine.
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18 Feb
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Digital Marketing Strategy special edition in class exercise:commenting marketing strategies behind Sanremo, SuperBowl and S. Valentine
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20 Feb
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Digital Marketing Strategy:Digital branding
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25 Feb
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Digital Marketing Strategy: Competition in a hybrid world
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27 Feb
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In class exercise about competition in a hybrid world
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4 Mar
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Single graded exercise I – in class
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6 Mar
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Digital Marketing Strategy: Digital personas and the experience journey
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18 Mar
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Digital Journey: Acquisition
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20 Mar
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MidTerm Exam
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25 Mar
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Acquisition channels deep dive (1)
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27 Mar
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Acquisition channels deep dive (2)
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1 Apr
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Acquisition channels deep dive (3)
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3 Apr
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Web design lab
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8 Apr
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Digital Journey: Community
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10 Apr
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Community deep dive (1)
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15 Apr
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Community deep dive (2)
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17 Apr
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Graded Single exercise II
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22 Apr
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Digital Journey: Conversion
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24 Apr
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Conversion Deep dive
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29 Apr
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Conversion Deep diveand final wrap up
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Dec 9-13Final exam
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