City University of Hong Kong. Course Syllabus. offered by Department of Media and Communication with effect from Semester B 2016/17

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1 City University of Hong Kong offered by Department of Media and Communication with effect from Semester B 2016/17 Part I Course Overview Course Title: Digital e-marketing Communication Course Code: Course Duration: One Semester Credit Units: 3 Level: Proposed Area: (for GE courses only) B3 Arts and Humanities Study of Societies, Social and Business Organizations Science and Technology Medium of Instruction: English Medium of Assessment: Prerequisites: Precursors: Equivalent Courses: Exclusive Courses: English 1

2 Part II Course Details 1. Abstract (A 150-word description about the course) This course aims to provide students a strategic overview of with an emphasis on using digital media. The class will cover the process of from planning, creation, execution, to evaluation. It also covers the usage of various digital media in. For example, how video clips can serve as an effective tool in marketing; why bloggers, banners and search engines are essential components in building an online community etc. Important issues such as e-customer behaviour, traffic building, web site design and user's experiences will be highlighted in the course as well. 2. Course Intended Learning Outcomes (CILOs) (CILOs state what the student is expected to be able to do at the end of the course according to a given standard of performance.) No. CILOs # Weighting* (if applicable) Discovery-enriched curriculum related learning outcomes (please tick where appropriate) A1 A2 A3 1. Describe 4P model of communication 2. Compare and contrast the marketing strategies and strategies 3. Identify new 4P model of the next generation of Internet (Web 2.0) 4 Relate e-business model with communication strategy under next generation of Internet 5. Create customer-centric projects * If weighting is assigned to CILOs, they should add up to 100%. # Please specify the alignment of CILOs to the Gateway Education Programme Intended Learning outcomes (PILOs) in Section A of Annex. A1: Attitude Develop an attitude of discovery/innovation/creativity, as demonstrated by students possessing a strong sense of curiosity, asking questions actively, challenging assumptions or engaging in inquiry together with teachers. A2: Ability Develop the ability/skill needed to discover/innovate/create, as demonstrated by students possessing critical thinking skills to assess ideas, acquiring research skills, synthesizing knowledge across disciplines or applying academic knowledge to self-life problems. A3: Accomplishments Demonstrate accomplishment of discovery/innovation/creativity through producing /constructing creative works/new artefacts, effective solutions to real-life problems or new processes. 2

3 3. Teaching and Learning Activities (TLAs) (TLAs designed to facilitate students achievement of the CILOs.) TLA Brief Description CILO No. Hours/week (if applicable) Lectures and discussion Lectures and discussion of communication theory Case study Case study between traditional business and internet business model Discussion and Demonstration Discussion and Demonstration of key features of Web 2.0 Individual assignment Individual plan assignment associated with a local or international company Group project Implementation of a group work project in terms of the production of a commercial video 3

4 4. Assessment Tasks/Activities (ATs) (ATs are designed to assess how well the students achieve the CILOs.) Assessment Tasks/Activities CILO No. Weighting* Remarks Continuous Assessment: _100 % Exam on strategies 30% Class participation and discussion Submission of individual communication plan 10% 35% Implementation and presentation of communication project Examination: NA % (duration:, if applicable) 25% * The weightings should add up to 100%. 100% 4

5 5. Assessment Rubrics (Grading of student achievements is based on student performance in assessment tasks/activities with the following rubrics.) Assessment Task Criterion Excellent (A+, A, A-) Exam on KNOWLEDGE strategies Class participation and discussion Submission of individual communication plan ATTITUDE for active learning and participation CAPACITY for analysing issues Good (B+, B, B-) Adequate (C+, C, C-) Marginal (D) Failure (F) Implementation and presentation of communication project CAPACITY for SELF-DIRECTED LEARNING to understand issues Grading of Student Achievement: Refer to Grading of Courses in the Academic Regulations (Attachment) and to the Explanatory Notes. Grading pattern: Standard (A+, A, A-.F). Grading is based on student performance in assessment tasks/activities. Individual assignment and group project: - Adequacy of understanding of class materials/assigned readings - Critical thinking ability - Detailed project plan - Good technical, visual and aesthetic quality in design 5

6 - Creative skills in resolving conceptual and practical issues - Presentational style and skills Courses are graded according to the following schedule: Letter Grade A+ A A- B+ B B- C+ C C- Grade Point Grade Definitions Excellent: Good: Adequate: Strong evidence of original thinking; good organization, capacity to analyse and synthesize principles, concepts, and theories of interactive digital communication; superior grasp of knowledge on how interactive digital media are applied in different areas of communication; evidence of extensive knowledge on social impacts and applications of interactive digital communication, as demonstrated in individual project, quizzes, exercises, and examinations (with a total score of weighed points). Evidence of grasp of principles, concepts, and theories of interactive digital communication, and how interactive digital media are applied in different areas of communication, some evidence of critical capacity and analytic ability; reasonable understanding of key issues involved in interactive digital communication; evidence of familiarity with literature, as demonstrated in individual project, quizzes, exercises, and examinations (with a total score of weighed points). Evidence of adequate understanding of the principles, concepts, and theories of interactive digital communication, and how interactive digital media are applied in different areas of communication; ability to develop solutions to simple problems in interactive digital communication, as demonstrated in individual project, quizzes, exercises, and examinations (with a total score of weighed points). D 1.0 Marginal: Sufficient familiarity with the principles, concepts, and theories of interactive digital communication, and how interactive digital media are applied in different areas of communication to enable the student to progress without repeating the course, as demonstrated in individual project, quizzes, exercises, and examinations (with a total score of weighed points). F 0.0 Failure: Little evidence of familiarity with the subject matter; weakness in critical and analytic skills; limited or irrelevant use of literature, as demonstrated in individual project, quizzes, exercises, and examinations (with a total score of 59 or lower weighed points). 6

7 Part III Other Information (more details can be provided separately in the teaching plan) 1. Keyword Syllabus (An indication of the key topics of the course.) communication; ; internet marketing; digital marketing; digital communication; internet; Web 2.0; world wide web; e-commerce; internet communication; digital signage; customer communication; customer behaviour; social networking. 2. Reading List 2.1 Compulsory Readings (Compulsory readings can include books, book chapters, or journal/magazine articles. There are also collections of e-books, e-journals available from the CityU Library.) 1. Strauss, J., El-Ansary, A. and Frost, R. (2006). E-Marketing (4th ed.). Prentice Hall. 2. Kotler, P. and Armstrong, G. (2004). Principles of Marketing, New Jersey, Prentice Hall. 3. Wind, Jerry and Vijay Mahajan. (2001). Digital Marketing, Global Strategies from the World s Leading Experts. John Wiley and Sons, Inc. 4. Scott, D. (2007). The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. 2.2 Additional Readings (Additional references for students to learn to expand their knowledge about the subject.) COM

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