Marketing COURSE NUMBER: 22:630:615 COURSE TITLE: Digital Marketing COURSE DESCRIPTION This course will explore the exciting and ever changing world of online marketing. Students will not only learn the fundamental concepts and tools of the digital experience, but also apply these new skills to business problems. Subjects will include: websites, e-commerce, Search Engine Marketing, Social Media Marketing and Mobile Media. COURSE MATERIALS There is no required textbook for this course. We will utilize current articles, blogs, research reports, cases, books, presentations, and materials. LEARNING GOALS AND OBJECTIVES - To introduce students to the growing world of digital marketing. - To gain practical knowledge of the digital media landscape, platforms, tools, and technologies. - To understand how to apply that knowledge to real-world business opportunities. After completing the course, students will be able to - Understand the digital marketing industry and the how all the major players work together. - Recognize and utilize a variety of digital tools and applications. - Analyze and evaluate the development and execution of digital campaigns. - Develop and present a digital media plan. 1
Today, in a Connected World, Brands Must be Always-On The ways people interact with brands will expand exponentially through digital channels. It is time to think about a brand s ecosystem the brand s multiple touch points and how they interact with each other, from a digital out-of-home experience to a tablet, from mobile to the store. Source: Razorfish Class Format Lectures, presentations, videos In-Class exercises (team activities) Special project presentations Guest speakers Grading Policy The following grading scale will be used in the course: A 90 and above C 70 < 77 B+ 87 < 90 D 60 < 70 B 80 < 87 F Below 60 C+ 77 < 80 Digital Marketing Course Requirements Assignment Dates Points Facebook assignment (Individual) Due: Oct 9 20 Term Project (assignment + presentation) Digital Marketing Company Audit (Phase 1) Phase 2: Recommendations 2 P1: Oct 16 P2: Dec 11 Attendance / Participation Throughout 10 In-Class Team Activities + Team read-out Act #1: Sep 25 Act #2: Oct 16 4 Activities @ 5 points Act #3: Oct 30 20 Act #4: Nov 20 (Process) (Seven steps/building blocks) Step 1: Oct 2 Step 2: Oct 9 Step 3: Oct 16 21-7 steps @ 3 points Step 4: Oct 23 Step 5: Oct 30 Step 6: Nov 6 Step 7: Nov 13 Total Points 100 29
Perspective on Communications Channels and Involvement The Instructor s perspective on communications channels holds that consumers are adopting new technologies (smart phones, social media, etc.) at record rates. The high level of involvement with these devices and participation in social networks leads consumers to make and seek recommendations for brands and products via word-of-mouth, building trust. Word-ofmouth recommendations are the main source behind up to 50% of all purchasing decisions. While traditional marketing still plays an important role (typically referred to as outbound marketing), for the most part, traditional media is viewed as intrusive. Traditional channels such as newspaper and magazines are severely challenged in this new digital, real-time world. Accordingly, it is important for marketers to understand the use and application of new media in a world where consumers are more in control than ever over media and content consumption. Marketers who engage their audience with relevant content will win in the marketplace. 3
ASSIGNMENT DETAILS Attendance and Class Participation (Individual) Your participation is vital for the successful completion of this course. Participation grades will be based on the instructor s observation during the lectures, in-class activities and presentation discussions. The quality of your comments and frequency of your comments are equally important. To succeed, minimally, you need to show up. Therefore, attendance is important. Business Facebook Assignment (Individual) Background Facebook is reported to have over 1.4 billion users. Over 50% return daily and spend 20 + minutes. Many marketers are realizing that Facebook can be a viable solution for their business, offering a unique opportunity to create brand awareness, generate business leads, improve company reputation and to start an ongoing dialogue with customers. As a potential new marketing channel, creating Facebook business pages is an easy way to establish a presence in the number one social networking site. Companies typically run promotions, polls and send updates to their Fans. Facebook brand fans are by nature, supporters who may even become ambassadors for these brands. Brands with a Facebook presence can gain increased exposure and connect with customers. Assignment If you are not familiar with Facebook, I invite you to create your own page (optional) to understand the functionality and opportunity that has evolved over time from basic personal social networking to a true business application. Your assignment is to identify three leading companies in the same category, e.g., soft drinks, automotive brands, etc., who have established a business presence on Facebook and to analyze their strategy for using Facebook. What do you believe are their objectives? Who is their target audience? Do you believe the content presented on their page is relevant to their intended target audience? Lastly, compare and contrast the three Facebook sites you have selected. Format: Submit a Word document approximately 6 8 pages, double-spaced. TEAM ASSIGNMENTS Content Marketing Recently, digital research firm emarketer, stated that Content Marketing is a marketers #1 objective in 2014. With the abundance of communications channels available to marketers today and the inability to buy attention, there is a strong need to create relevant content that provides value to the audience. This is a team assignment that will be completed over seven weeks within our digital marketing course. Each assigned team will select one company to focus on and to follow throughout the semester. Suggestions should be sent to the Instructor for approval. On the assigned dates (see Course Schedule) each team will 4
make a 10 minute (maximum) presentation in class based on the company they chose using the template provided by the Instructor. More assignment details will be provided. In-Class Team Activities The instructor will schedule four in-class activities during the semester that consist of providing a current case or marketing situation as background. The teams will respond to the case questions within a specified amount of time and provide a read-out to the class. Cases to be provided on the night of class. This exercise is performed in real-time. PLEASE NOTE: Please adhere to professional behavior in class. Cell phones should be absolutely shut off during class. For example, if you have an iphone 5, press Settings and touch Do Not Disturb to mute your device while in class. Please refrain from texting, chatting, checking Facebook or other distractions while in class. Wait for the break. Final Project - Digital Marketing Audit and Consultant Recommendations Students will conduct an audit of an existing company s digital marketing strategy. Students will develop criteria for the audit that is appropriate to the sector and industry then apply those criteria to assess the digital marketing capabilities of the company. The team should follow this company throughout the semester; sign-up for enewsletters, etc. Observations lead to recommendations. The team s job is to get to know this company. There are many secondary information sources available on the Web including the firm s website. Here is an outline to assess the digital strategy employed by the company you choose: Analysis Phase I - Situation Analysis (includes a description of the company s business and your analysis of the company's current digital marketing activities - Identify marketing objectives (what do they hope to accomplish using digital marketing) - Gather insights into the target audience (use of digital platforms, social media channels, key segments, etc) - Identify and analyze the key digital marketing platforms they are using - Integrated marketing communications -- identify examples of good or poor integration for digital and social integration - What is the Content marketing strategy to fuel digital and social channels? - What content is shared with their target audience? Is their website effective? - Identify the unique customer experience present in this company s digital and social channels - Metrics (how do you think they measure success) Note: Phase I is due on October 16. Format: Word document. Approach / Checklist 5
The team should establish a checklist for the audit that covers the visible elements of the brand's digital marketing strategy. What channels are used, e.g., display ads, ecommerce, mobile, search, blogs, Facebook, Twitter, YouTube channels, etc. Visible engagement metrics may include: # of tweets/retweets, visitors, are social share buttons present/visible, # of followers, likes, presence of a YouTube channel, are they gathering feedback from followers, etc. Recommendations: Phase II Now that the team has observed, audited and analyzed the company s digital and social marketing strategy and approach, phase two is to provide recommendations for how this brand can best meet its marketing objectives. Provide some new digital marketing ideas. How might social media channels be best used; are there opportunities to better integrate communications, etc. What metrics would you recommend? The team s recommendations should address the gaps you identify in your audit. Remember: think like marketing consultants. Note: the inclusion of videos, creation of animated videos, etc., as part of the project is encouraged. Make it interesting! Deliverable: PowerPoint Presentation on the final day of class. This assignment includes BOTH Phase I (submitted earlier) and Phase II. All team members must be present and participate to earn the points. Special Exception As with all graded assignments, a special exception can be made with the instructor for unusual circumstances, such as a family illness. It will be the obligation of the student to inform the instructor of the special circumstance. Once an exception is approved, the student must work with the instructor to complete the assignment(s). Disclaimer Please note that this syllabus is subject to change by the instructor and may be updated periodically. 6
Digital Marketing Course Schedule & Assignments All assigned readings are to be completed prior to class. The Instructor may include additional materials that will be posted to Blackboard. It is important that you stay on top of Blackboard announcements by checking on a regular basis. The course plan below is subject to change at the instructor s discretion. Date Weekly Content Plan Assignments Week 1 Sept 4 Week 2 Sept 11 Online only Week 3 Sept 18 Week 4 Sept 25 Week 5 Oct 2 Week 6 Oct 9 Welcome & Introductions, Review Syllabus, Course Expectations Introduction to Marketing s Changing Environment (presentation & discussion) Form Teams & Group-time Assignment to be posted to Blackboard What is a Social Business? start of seven step assignment based on the instructor s example Social Media Marketing Strategy : Step 1 (Audit) In-Class Activity #1 of 4 Teams present assigned exercise in class 10 minute read-out Search Marketing: SEO & PPC : Step 2 (BVP) Mobile Marketing : Step 3 (Persona) Are you there at the Zero Moment of Truth? (ZMOT) Form teams for group assignments See Blackboard for assignment Team Exercise #1 Step 1 due Facebook Assignment due Step 2 due 7
Week 7 Oct 16 Social Employees (New marketing channel) : Step 4 (Story) In-Class Activity #2 of 4 Teams present assigned exercise in class 10 minute read-out Read Chapter 6 Team Exercise #2 Step 3 due Final Digital Marketing Project Phase 1 due Week 8 Oct 23 Week 9 Oct 30 Corporate Blogging : Step 5 (Sourcing) Acura Case: Branding & Innovation Social Media Channels - Twitter and LinkedIn In-Class Activity #3 of 4 Teams present assigned exercise in class 10 minutes : Step 6 (Team) Step 4 due Team Exercise #3 Step 5 due Week 10 Nov 6 Week 11 Nov 13 Week 12 Nov 20 Week 13 Integrated Marketing Communications : Step 7 (Publish) Step 6 due Facebook and Google+ Step 7 due In-Class Activity #4 of 4 Teams present assigned exercise in class 10 minutes Thanksgiving Break Team Exercise #4 Nov 27 Week 14 Dec 4 Online only Week 15 Dec 11 Assignment to be posted to Blackboard Final Digital Marketing Project Team Presentations (PPT presentation includes Part 1 and Part 2) END 8 Assignment posted to Blackboard. Final Project Presentations