MART466 Digital Marketing COURSE OUTLINE Semester One, 2016
Contents Paper Description and Aims... 1 Learning Outcomes... 1 Teaching Staff... 1 Course Delivery... 1 Expectations and Workload... 2 Assessment... 2 Learning Outcomes... 3 Course Calendar... 3
MART466 Digital Marketing Paper Description and Aims This course is an introduction to the application of digital technology in marketing. It is designed to provide students a deeper understanding of the digital marketing theories and online tools available to marketers. The course aims to provide marketing graduates with highly sought after knowledge and skills needed to work in a digital environment. Students do not need to have any technical background to do this course. Learning Outcomes Upon successful completion of this paper, you should be able to 1) Discuss the digital marketing literature and critically appraise the application of digital technology to achieve marketing goals (Critical Thinking, Scholarship, Communication). 2) Apply marketing concepts and online tools to design digital marketing strategies (Disciplinary Knowledge, Information Literacy) 3) Establish links with the industry and manage client relationships (Communication, Teamwork, Lifelong Learning). Teaching Staff Paper Coordinator /Lecturer Name: Dr Mathew Parackal Office: Co 6.34 Email: mathew.parackal@otago.ac.nz Office Hours: Monday 3.00pm to 4.00pm You should contact the Paper Coordinator with any administrative enquiries about the paper, e.g. tutorial changes, or requests for late submission of assignments. Course Delivery Lecture Day/Time: Wednesday 9.00am 10.50am Room: Co 6.26 Page 1
Expectations and Workload MART466 is a 20 point paper and has a workload of 240 hours. As a result you should anticipate spending an average on 18-20 hours per week on this subject for the duration of this 13 week course. Assessment Campaign Plan - group project The group project is to be done in groups of three and is built around the 2016 Google Online Marketing Challenge. Each group will be required to develop a promotion campaign, using Google Adwords, for a business or a concept of their own. Groups will be required to submit a campaign plan for their chosen business or concept. The campaign plan is due on the 25 th March 2016 via Blackboard. On submitting the campaign plan, groups will be required to implement the campaign over a period of three consecutive weeks. Project Presentation After completing the campaigns, groups will organise a seminar to present their achievements to clients. The student seminars will be held on 18 th, 25 th May and 1 st June 2016. All materials (power point, handouts, audio/video) to be used in the seminar must be submitted for grading via Blackboard prior to the presentation. Academic article Each student will be required to write an academic article. A list of topics will be announced on Black board in the first week of May. A good article would be based on the review of 7 10 current articles. The maximum length for the article is five pages (this limit excludes the title page, references, and appendices) with 1.5 line space. The academic article is due for grading on 31 st May, 2016 via Blackboard. Assessment Due date % of final grade Campaign Plan (Group) 25 March 25 Project Presentation (Group) Various 25 Academic Article (Individual) 31 May 50 Page 2
Academic Article Project Presentation Campaign Plan Learning Outcomes Learning Outcome 1) Discuss the digital marketing literature and critically appraise the application of digital technology to achieve marketing goals 2) Apply marketing concepts and online tools to design digital marketing strategies 3) Establish links with the industry and manage client relationships Percentage of final grade 25 25 50 Total 100% Course Calendar Lecture/ Tutorial Number 1 29 Feb Week Commencing* Topic Readings Notes Introduction to digital marketing 2 7 March Search engine marketing 3 14 March Social media analytics 4 21 March Keyword research 5 4 April Mid Semester Break 28 March to 1 April Adoption of technology a philosophical view 6 11 April Digital marketing strategy 7 18 April Relationship marketing 8 25 April Establishing a virtual presence 9 2 May Online tools 10 9 May Guest lecture Workshop to use SAS to analyse social media Workshop to use SAS to analyse social media Page 3
11 16 May Student seminar 12 23 May Student seminar 13 30 May Student seminar * First week of Semester 1 is ACADEMIC WEEK 9 Lectures end Friday 3 June 2016 University Exam Period First Semester Begins 4 June 2016 End 22 June 2016 Page 4