MKTG 361 Digital Marketing Strategy. Professor: Miss Onome Ighoavodha Class Time: Tuesday 6:00pm-8:40pm Office: TBD

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1 MKTG 361 Digital Marketing Strategy Professor: Miss Onome Ighoavodha Class Time: Tuesday 6:00pm-8:40pm Office: TBD Class Location: 405 Office Hours: By appointment only Pre-requisites: MKTG 201, Principles of Marketing Course Description: This course presents a set of useful concepts and frameworks to aid students to better understand various digital mediums within the marketing field. We will cover specific frameworks for analyzing key aspects of digital marketing and how to create effective digital marketing strategies along with techniques and tools for devising corresponding digital marketing programs. Course Objectives: Today s digital consumers behavior differs quite significantly from that of their predecessors. Consumers today seek out more digital content, create online relationships and overall, tend to offer more opinions, help and advice, and engage more in a social context. This has created significant challenges, and subsequently, a plethora of new opportunities for marketers. Marketers now need new strategies to best leverage this new digital medium for marketing products and services to potential customers. This course aims to guide students to better understand how companies are now charged with the task to connect, convert, and continuously engage customers over digital mediums. During this course, students will learn: 1. How to leverage various digital tools to effectively market products both traditional and digital to the digital consumer 2. How to most optimally combine both digital and traditional marketing techniques to reach and engage with target consumers Schedule and Room: The classroom for this course is 405. Sakai: I will use Sakai to upload supplementary readings, make announcements, and post grades. It is the student s responsibility to check Sakai on a frequent basis and keep up to date with new announcements. Cancellations and other announcements will also be posted here. Required Textbook: Digital Marketing: Strategy, Implementation and Practice, 6 th Edition By Dave Chaffey and Fiona Ellis-Chadwick ISBN-13: ISBN-10:

2 References: Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3 rd Edition By: Damian Ryan Internet Marketing: Strategy, Implementation and Practice, 3 rd Edition By Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, and Richard Mayer Marketing: An Introduction, 12 th Edition By: Gary Armstrong and Philip Kotler Suggested Readings: To enhance the learning experience, I recommend that you read recent articles from the business press. Here is a list of some books on digital marketing that you can read for a more in-depth understanding of the world of digital marketing: Engage! by Brian Solis (2011) emarketing: The Essential Guide to Online Marketing by Rob Stokes (2010) Marketing in the Age of Google by Vanessa Fox (2012) Marketing in the Round by Gini Dietrich & Geoff Livingston (2012) Strategic Digital Marketing by Eric Greenberg & Alexander Kates (2014) The New Rules of Marketing & PR by David Meerman Scott (2013) PowerPoint presentations: All PowerPoint presentations will be posted after class. Final Grade: Students grades are earned! Your grade is based on your overall performance on the course requirements. I do not round grades up or down for any reason. So, do not ask me to round grades upwards for any reason. Although I understand that your grade may be less than.01 away from a higher grade, I will not round it upwards. Likewise, if your grade is.01 away from a lower grade, I will not round it downwards. A: 90+ B+: B: C+: C: D+: D: F:

3 Course Requirements: Participation 15% Case studies (10) 15% Exams (2) 30% Project 40% Total 100% Grades reflect mastery of the subject, which requires a high level of skill and knowledge in the real business world. An A is given for exceptional work. Showing up for class regularly and completing assignments/exams does not constitute exceptional work. B is for above average, or good work. C is for average work, i.e. work done on time and acceptable. D is for poor work. F is for failing work. Participation (15%): Class participation is encouraged and sought. This is your class and you should make it as interesting as possible. Note, your class participation points will be assigned at the end of the course. Here are some ways you can impact your grade: Positive influences Constructive discussion Regular attendance Preparation for class discussions Original work Negative influences Disruption of class (talking, cell phones, text messaging, computers, not paying attention) Lack of attendance Just sitting there no preparation Cheating, plagiarism (from others, off the web, etc.) Failure to complete peer evaluations Case Studies (15%) There will be 23 case studies discussed in class. You will be required to write a one page summary (not including the cover page, abstract, or references) on 10 of these cases. Each week (cases 3-22) choose one case study to summarize. At least one student will be assigned to lead the discussion of each case study. All assignments will be made during the second week of class (January 26 th ). Exams (30%): There will be two (2) in-class exams during the course. Each exam is intended to measure the degree to which you have learned the material as well as your ability to apply this knowledge in problem-solving situations. The exam will be based on the textbook, lectures, and any articles/materials distributed by the instructor. I will provide you with a study guide for each exam one week prior to the exam. Exams are not to be missed by any student; make-up exams will not be given normally. In exceptional cases only, make-ups must be arranged prior to and will be administered after the scheduled examination. 3

4 Project (40%): The project is a group assignment of no more than 5 members per group. Students will form into groups to present digital strategy recommendations to a company based on the group s research/findings. Students are expected to utilize the tools and techniques learned to determine how the company could best approach its digital marketing strategy. Presentations are evaluated on soundness of content, communication skills, preparedness, and overall professionalism. Grading for this assignment is weighted by peer evaluation. The companies will be assigned during the fourth week of class (February 9 th ). Ungraded Assignments Throughout the semester there will be interim deliverables for the group project that are due. These assignments will NOT be graded; however I will provide students with the necessary feedback in order to assist with the group project. While these assignments are not part of your overall grade calculation, they are required and must be submitted via Blackboard by the due date. Any deliverable not submitted by the due date will NEGATIVELY AFFECT YOUR OVERALL GROUP PROJECT GRADE. Late Assignment Policy Ground Rules: Late assignments are NOT accepted. NO EXCEPTIONS. 1. Attend each class and be courteous to your fellow classmates. a. Attend all classes. I expect l of us to approach the course the same way we would any other professional responsibility. I will be recording attendance and tracking lateness. If you miss class, it is advised that you get notes from a classmate. b. Arrive on time. Students are expected to arrive in class on time and stay until the end of the class period. c. Do not leave class during the session unless you absolutely have to. I recognize that on occasion you may have to leave class. However, entering and exiting the room frequently is disruptive for both students and the professor. d. Use of electronic devices (i.e., laptops, tablets, cell phones) is not permitted during class. 2. Complete reading assignments BEFORE class. You will be quizzed on all reading assignments. Therefore, it is imperative that you read the book. 3. Submit assignments the date/time they are due. Late assignments are NOT accepted. NO EXCEPTIONS. 4

5 Academic Integrity: You (the student) are responsible for making yourself aware of and understanding the policies and procedures in the Undergraduate and Graduate Catalogs that pertain to Academic Honesty. These policies include cheating, fabrication, falsification and forgery, multiple submission, plagiarism, complicity and computer misuse. These policies can be found at in the Policy section. If there is reason to believe you have been involved in academic dishonesty, you will be reported to the Office of Student Conduct. You will be given the opportunity to review the charge(s). If you believe you are not responsible, you will have the opportunity for a hearing. You should consult with your instructor if you are uncertain about an issue of academic honesty prior to the submission of an assignment or test. Additional Help: Writing Help In addition to the content, written assignments will be graded on writing quality. It is important in business writing to be clear, direct, and persuasive. Therefore, all papers should be written clearly, concisely, logically, and in keeping with rules of Standard English. Poor spelling, grammar, syntax, and punctuation will be penalized. If you have a writing weakness, you are strongly encouraged to seek help (free of charge) from the Learning Center, Armitage Hall Room 231, Phone: , Tutoring There may be topics that are a bit difficult to grasp. However, if you feel you are having excessive trouble grasping material, you are strongly encourage to seek tutoring assistance from the Learning Center, Armitage Hall Room 231, Phone: , Disability Services Any student in need of accommodations due to disabilities should contact Timothy Pure at the Office of Disability Services, Armitage Hall Room 240, Phone: , tpure@camden.rutgers.edu, to make arrangements. Other needs? The RSBC Student Experience Center may be able to help! Student Experience Center serves to promote and provide resources for student success. BSB Room 212, Phone: , Extra credit: On March 22, 2016 a survey will be administered at the end of class. This survey is based on research that the Instructor is currently working on. Participation in the survey is OPTIONAL and will NOT negatively impact your grade if you choose not to participate. If you choose to participate in the survey, 2 points will be added to your overall grade. 5

6 TENTATIVE COURSE SCHEDULE **I reserve the right to change any part of the course schedule, as I deem necessary. Class Date Reading(s) To be completed BEFORE class Topic Digital Marketing Fundamentals 01/19 Introduction to Digital Marketing Assignments Due (by 10:00 AM) 01/26 Chapter 1: Chapter 2: Case study #1 ebay thrives in the global marketplace (Ch. 1-CEC 2015) Case study #2 Boo hoo learning from the largest European dot-com failure (Ch. 2-CEC 2015) Introduction to Digital Marketing Online Marketplace Analysis: Micro-environment Group project-team formations Case study assignments 02/02 Chapter 3: The Online Macro-Environment Case study write-up 3 &4 Case study #3 Zopa launches a new lending model (Sakai-CEC 2015) Case study #4 If You build it, will they come? A case study of digital spaces in the NBA (Sakai-BSP) 02/09 Chapter 4: Case study#5 Tesco online development strategy supports global expansion (Sakai-CEC 2015) Case study#6 lastminute.com: establishing and maintaining a competitive position (Sakai-CETL 2006) Digital Marketing Strategy Development Digital Marketing Strategy Case study write-up 5 & 6 Group project company selection 6

7 Class Date Reading(s) To be completed BEFORE class 02/16 Chapter 5: Case study#7 Spotify streaming develops new revenue models (Sakai-CEC 2015) Case study#8 The re-launched Napster changes the music marketing mix (Sakai- CETL 2006) 02/23 Chapter 6: Case study#9 Dell gets closer to its customers through its social media strategy (Ch. 6- CEC 2015) Case study#10 Boots mine diamonds in their customer data (Sakai- CETL 2006) Topic The impact of digital media and technology on the marketing mix Relationship marketing using digital platforms Assignments Due (by 10:00 AM) Case study write-up 7 &8 Case study write-up 9 &10 03/01 Chapter 7: Case study#11 Refining the online customer experience at i-to-i.com (Ch. 7-CEC 2015) Case study#12 Refining the online customer experience at dabs.com (Sakai-CETL 2006) Digital Marketing: Implementation and Practice Delivering the online customer experience (search engine marketing, marketing, viral marketing) Midterm exam review 03/08 EXAM 1 Case study write-up 11&12 Group project Research Plan 7

8 Class Date Reading(s) To be completed BEFORE class 03/22 Chapter 6: Ryan 2014 Topic Assignments Due (by 10:00 AM) Social Media marketing Case study write-up 13 &14 Case study#13 The Super Bowl: More Than a Single Advertising Event A Social Media Frenzy (Sakai-AK 2015) Case study#14 Pinterest: Revolutionizing The Web Again (Sakai-AK 2015) 03/29 Chapter 8 & 11: Ryan 2014 Case study#15 A case study of mobile advertising in South Korea: Personalization and digital multimedia broadcasting (Sakai-BSP) Case study#16 Mobile Enhancing the Performing Arts Center: A Case Study and Conceptual View (Sakai-BSP) 04/05 Chapter 8 Case study #17 A short history of Facebook (Ch.8-CEC 2015) Case study#18 Making FMCG brands sizzle online (Sakai-CETL 2006) 04/12 Chapter 9 & 10: Case study#19 Innovation at Google (Ch. 9-CEC 2015) Case study#20 Learning from Amazon's culture of metrics (Ch. 10-CEC 2015) Mobile marketing Content marketing Campaign Planning for Digital Media Marketing Communications using digital media channels Evaluation and improvement of digital channel performance Case study write-up 15 &16 Case study write-up 17 &18 Group project Preliminary research findings Case study write up 19 & 20 8

9 Class Date Reading(s) To be completed BEFORE class 04/19 Chapter 11 & 12: Case study#21 ASOS leads the way with social media and reinvents fashion retailing online (Sakai-CEC 2015) Case study#22 Covisint-a typical history of a B2B marketplace? (Sakai-CEC 2015) Topic Business-to-consumer digital marketing practice Business-to-business marketing practice Assignments Due (by 10:00 AM) Case study write up 21 & 22 Chapter 12: Business-to-business marketing practice Work on project Case study#23 BSB adoption of the Internet: Inspirational Cosmetics (Ch. 12-CEC 2015) 04/26 05/03 Group Presentations Group Project PPTs 05/10 FINAL EXAM Legend CEC 2015: Chaffey & Ellis-Chadwick (2015) CETL 2006: Chaffey, Ellis-Chadwick, Johnston, & Mayer (2006) AK 2015: Armstrong & Kotler (2015) BB: Blackboard BSP: Business Source Premiere (online database via Rutgers library) 9

10 Project Evaluation Criteria Topic Knowledge 40 Displayed an excellent grasp of the material. Demonstrated detailed mastery of content, application, & implications. Excellent research depth. 35 Displayed a general grasp of the material. Demonstrated good mastery of content, application, & implications. Good research depth. 25 Displayed some grasp of the material. Demonstrated adequate mastery of content, application and implications. Research not very deep. 10 Displayed a poor grasp of the material. Demonstrated a superficial handling of content, application, & implications. Little depth of research Strategic Solution 30 Recommended strategies/tactics are explained in detail, wellsubstantiated given the insights from research, and realistic. 25 Some recommended strategies/tactics are explained, substantiated with facts but not insights from research, some strategies are realistic. 20 General mention of strategies/tactics with cursory explanations, substantiated by superficial data/information. No evidence of research conducted, some realistic recommendations. 10 Recommended strategies/tactics are not explained in any detail, are not substantiated, and are not realistic. Creativity 20 Very creative and original. Imaginative recommendations. Independent thinking is evident. 15 Some creative/innovative ideas presented, though may lack imagination. Some independent thinking evident. 10 Ordinary/sound recommendations with little originality/creativity. Normative thinking evident. 0 No evidence of creativity/originality. Recommendations are not imaginative. No independent thinking evident. Organization 10 The presentation was well organized, well prepared and easy to follow. 5 The presentation had organizing ideas but could have been much stronger with better preparation. 1 There were minimal signs of organization of preparation. 0 The presentation lacked organization and had little evidence of preparation. 10

11 Case Study Grading Rubric Case Studies 3-22 I. Format (10%): a. 1-2 pages (does not include title page, abstract, or references) b. Double space c. Appropriate headings: i. Introduction ii. Background information iii. Digital marketing solution(s) iv. Case study question & answer II. Introduction (20%) a. Key problems & issues in the case study b. Thesis statement summarizes the outcome of your analysis III. Background Information (30%) a. Describe the company utilizing the marketing mix (the 4 Ps) IV. Digital Marketing Solution(s) (30%) a. How did the company utilize digital marketing tools to solve its problem(s)? b. Alternative solutions what other tools/strategies could the company have implemented to solve its problem(s)? c. Integrate concepts from class (text readings, discussions, lectures) V. Case study question(s) & answers (10%) a. Response to the questions provided at the end of the case study i. (You may have already answered these questions in your previous responses note this in your paper.) 11