MKT 355: Marketing in the Digital Age Spring 2015 Monday, Wednesdays 4:00pm 5:15pm Room 1295 Course Syllabus and Schedule

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1 MKT 355: Marketing in the Digital Age Spring 2015 Monday, ednesdays 4:00pm 5:15pm Room 1295 Course Syllabus and Schedule Instructor: Office Hours: Required Text: Katie Krueger (608) (Office) (608) (Cell) You can text me. Office: 5261 Grainger Hall 1-2pm, Monday & ednesday, or by appointment None. Readings posted on course website. Required Coursepack: The cases that we will discuss and write about in this class are available online here: Computer Policy: Laptops and mobile devices are not allowed to be used in class unless for a class activity, in which case you will be given advanced notice. OVERVIE AND OBJECTIVES This course prepares students with a foundational understanding of digital marketing channels and how successful marketing campaigns use the numerous online and mobile platforms. This course covers the fundamentals of digital marketing including internet marketing strategies, user-generated content, search engine optimization, website design and management, inbound marketing, marketing, social media campaigns, mobile apps, content strategy and paid search advertising. The course includes classroom discussion, a group consulting project with a business client, case studies and exams. Students will exit the course will a solid understanding of digital marketing strategies, familiarity with digital marketing tools, and experience working with a local business or non-profit to develop and implement a digital marketing campaign. This is a hands-on course, which means you will be expected not only to understand the fundamentals, but also to apply them in your work, in class discussions, and in your group project. My goal is to give each student who is willing to work hard a concrete set of skills and competencies that make them competitive applicants for digital marketing jobs. Course objectives: At the end of this term, you should be able to... Develop Internet marketing strategy and goals Select appropriate Internet marketing tools to achieve marketing & sales goals Understand the strategy behind and tactical implementation of the following: ebsite design and management Social media Search engine optimization Paid search advertising E-commerce marketing Mobile Apps 1

2 COURSE POLICIES Grading and evaluation: Grades will be determined using the following classifications: Points Percentage Case rite Up % Exam % Exam % Homework 50 10% Participation & Attendance 50 10% Team Project % TOTAL POINTS % Final grades will be based on the following scale (no negotiations; no extra credit): A 93%-100% AB 88%-92% B 82%-87% BC 78%-81% C 72%-77% D 60%-71% F 0%-59% Case rite Up e will discuss four cases in class, all of which you must read and come prepared to discuss. You must write up an analysis for one of the cases, as assigned below. Submit the write-up via the course website before the beginning of the class period in which we are discussing it. If your last name begins with A-F, you will write up the L Oreal case. If your last name begins with G-M, you will write up the Ebay case. If your last name begins with N-Z, you will write up the Ford Fiesta case. The succinct analysis of the case should be no longer than five pages (double spaced, 1 margins, 12-point font) with up to two pages appendices or exhibits. Do not feel obligated to use all 5 pages and 2 exhibits: I appreciate succinct writing that expresses ideas clearly and concisely. e will discuss the write-ups in more detail in class. Exam There will be two exams covering lecture materials and readings. The format will be multiple choice questions, short answer, and short essays. Homework and Quizzes There will be four homework assignments throughout the semester, listed with due dates are listed in the calendar portion of the syllabus. More details on each will be posted on the course website. Participation & Attendance Attendance in class is mandatory and I will take attendance on a random selection of class days over the course of the semester. Each time you attend on these days, you will be awarded 1% (up to a maximum of 5%) toward your class grade. Only medical/family emergencies, religious observances, and getting-ahead-in-life commitments (e.g., a job interview, employer info session, etc.) that are communicated to me in advance via will be accepted as excused absences. Throughout the semester, we will participate in unannounced in-class exercises. Class exercises will be graded on a pass/fail basis and will be worth roughly 10% of your total course grade. You must complete them in a thoughtful professional way to receive credit. You must be in class and participate to receive these points. If you have contacted me prior to class as described above, you may be granted an extension. Otherwise, you will not be allowed to make up these exercises. 2

3 Group Project In teams of 5, you will design a digital marketing strategy for a local business or nonprofit of your choosing. The goal of the project is to take marketing concepts that are learned in class and apply them to a real marketing plan. At the end of the semester each team will present their project to the rest of the class in a 15-minute presentation followed by a 10 minute Q&A session. A final report will be written and should be no more than 15 pages (double spaced, 1 margins, 12 point font) with no more than 3 pages of appendices and exhibits. You will be evaluated by the members of your group for participation. If you do your fair share, you will earn the maximum grade available to you. If you haven t done your fair share, you may end up earning a lower grade than others in your group. Ultimately, I will make the group assignment decisions, but you may me your preferences (people you do or do not want to work with) by 12:00pm January 26th and I will try to accommodate them. Late ork: Late work will not be accepted, unless the student has provided me with a valid excuse prior to the due date, and I have offered an extension. Class Discussion Class discussion is a crucial element in both the learning and enjoyment of the class. To ensure positive participation, I have put together the following guidelines for participation: 1. Come prepared. Nothing is more obvious than someone trying to talk about an article or case that he or she has not read. The assigned readings are meant to serve as a foundation for our ideas and discussion. 2. Be respectful. You have the right to disagree with your fellow students and with me, but you must do so in a respectful way. The golden rule (treat others as you d like to be treated) serves as a good guideline for what is respectful. 3. Listen. Talking is not the only way to participate actively listening to your fellow classmates is just as important. The person who speaks the most is sometimes the one who is saying the least. Please listen to classmates in order to build on (or challenge) their ideas and to avoid repetition. Pair and Share ith an assigned partner, you will present on a current event/news item that is relevant to class. The presentation should summarize the event/news item, draw connections to class, and be no longer than 5 minutes. You may have up to 5 slides, but that is not required. Partners & presentation dates will be posted on the course website. Past examples of presentations are: Lights Out At the Super Bowl: How social media reacted (Current Event) Lululemon on Vine: hy it s a great brand example of use of emerging social media (Best practices example) Instagram s Terms of Service Kerfuffle: hat is says about social media and privacy (Current Event) Other Policies: Students with Disabilities: Your success in this class is important. If there are circumstances that may impact your performance, please let me know as soon as possible, so we can develop strategies and/or adapt assignments and exam environments to help you excel. The McBurney Disability Resource Center ( ) provides resources for students with disabilities. You will need to provide documentation of disability to them in order to receive official university services and accommodations. All University, School of Business, and Marketing Department policies on academic dishonesty (including, but not limited to plagiarism, copying answers on exams or assignments, and unauthorized use of notes/aides during exams any student found violating the academic dishonesty policy will receive a grade of zero for that assignment or exam), discrimination, sexual and racial harassment, dead week, drop-add, grading, incompletes and final exams, as stated in the U, college, and department documents will be observed in this class. 3

4 Learning outcomes, submitted by Katie Krueger Students will be able to: 1) Describe and evaluate different tactics of digital marketing 2) Create a search-based ad campaign that incorporates keyword research 3) Measure the effectiveness of various digital marketing tools using analytic metrics 4) Understand which digital marketing skills are valuable in the marketplace and how to gain experience to build those skills 5) rite a digital marketing strategy for a business

5 DATE Topics covered in class Readings due for class Assignment Due 1/21 Course overview 1/26 M Consumer Behavior Online Lee, Bill Marketing Is Dead. Harvard Business School Publishing, Online. 1/28 Digital/Internet Marketing Strategy 2/2 M CASE: The Big Skinny 2/4 Content Marketing & Strategy Social Media Management 2/9 M Owned Media: The 2/11 online store marketing inning the Zero Moment of Truth, from Think with Google. Link to PDF: Edelman, David. Four ways to get more value from digital marketing, McKinsey & Company Insights Online. ays_to_get_more_value_from_digital_marketing CASE Online Marketing at Big Skinny Benjamin Edelman; Scott Duke Kominers PDF-ENG Mulready, Rick. Three Simple ays to Measure Your Social Media Results, Social Media Examiner. Green, Joshua. The Science Behind Those Obama Campaign s, November 29, Business eek. Online. 29/the-science-behind-those-obama-campaign- s Madrigal, Alexis. Is Still the Best Thing on the Internet, August 14, The Atlantic, Online. y- -will-never-die/375973/ Submit your case recommendations to the forum on the course website. Brand voice assignment due 2/16 M CASE: L Oreal CASE: Ombre, Tie-Dye, Splat Hair: Trends or Fads? "Pull" and "Push" Social Media Strategies at L'Oréal Paris: Katrina Bens; David Dubois INS676-PDF-ENG 12 p 2/18 Online Listening If your last name begins with A-F, submit a case analysis. 2/23 M Facebook Advertising Online listening homework is due. 2/25 Google Analytics 3/2 M Measuring ROI Other analytics tools 3/4 Big Data s impact on marketing 3/9 M EXAM 1 3/11 TBD 3/16 M Search Engine Marketing---SEO, Paid Gerber, Scott. Nine Data Sets Every E-Commerce Company Should Measure, August 26, Mashable.com The Beginners Guide to SEO, SEOMoz. Chapters Keyword Research homework is due. 4

6 Search Advertising 3/18 Mobile Marketing & Innovation; Multiscreen 3/23 M Online advertising (paid) 3/25 CASE: Ebay and Affiliate Marketing 3/30 SPRING BREAK 4/5 4/6 M Melissa Ripp, Guest Speaker, Peapod Marketing 4/8 Crowd-funding; Digital Story Telling 4/13 M Jessica Jones, Guest Speaker, inbound 4/15 CASE: Ford Fiesta Case 4/20 M EXAM 2 4/22 No formal class-group project work day 4/27 M Digital Marketing 4/29 Digital Marketing 5/4 M Digital Marketing 5/6 Digital Marketing Guide-To-SEO-2012.pdf Greenberg, Dan, The Future Belongs to Native Ads, August 3, CASE: ebay Partner Network (A). Benjamin Edelman; Ian I. Larkin. Harvard Business Publications PDF-ENG CASE:The Ford Fiesta, John Deighton; Leora Kornfeld PDF-ENG. Ad Creation homework is due If your last name beings with G-M, submit a case analysis. If your last name begins with N-Z, submit a case analysis. On the first day of class, we will take a vote to determine when the final paper is due. It will be one of the following days: 4/27 First day of presentations 5/4 Last class meeting 5/6 Friday of the last week of class After the vote, write the due date here. 5