DOCX Course Description - Brandeis University
BRANDEIS UNIVERSITYINTERNATIONAL BUSINESS SCHOOLBUS 259f: Digital MarketingCourse SyllabusFall 2016Mr. Dave ShabyAdjunct ProfessorPhone: (508) 454 1390Email: dshaby@brandeis.eduClass Hours: Mondays/Wednesdays 5pm-6:20pmTBD.Location: TBDLemberg 54Office Hours: M/W 6:20 -7pm or by appointmentTBDOffice: S-011B TBDTA: TBD/ contact informationCourse DescriptionThe incredible growth of the web and emerging communication tools are enabling organizations to engage customers like never before. Modern marketers have newly developed capabilities to utilize intelligence and technology to deliver messages that resonate and produce results. However, the addition of so much new technology and media adds complexity and deepens the need for strategy and sound practice to harness these powerful new resources. This course, Digital Marketing, will examine the emerging landscape of customer engagement, acquisition and retention and offer approaches that marry digital strategies with time-tested marketing principles.Course FormatDigital Marketing is a highly interactive course that uses a combination of class lectures, discussions, case studies, projects, guest speakers, readings, and demonstrations to foster a learning environment that will enhance the practical understanding of students and prepare them as digital marketing practitioners and managers. Case studies will be a major part of the class. Case studies will be utilized to introduce and highlight concepts and to initiate discussion. Major case studies and featured companies will generally be introduced prior to discussion in class, and we will incorporate mini- cases and examples in the live class setting with materials to be posted after class as reference.Success in the course is highly dependent upon the energy and participation of the entire class community and engagement will be a key factor in learning and achievement. Students, professors, and guests should come to class prepared to speak, present, share relevant material, and have some fun in the process.Course Pre-requisitesIdeally, students beginning this course will have completed Marketing Management, but it is not required. Learning GoalsUpon completion of this course, students will be able to:Understand and explain the dominant digital marketing tools and practices, and the relative advantages of eachDetermine digital strategies and tactics that solve specific business/marketing needs and serve defined target audiencesUnderstand how digital marketing and “off line” marketing complement each other and enhance value to both the customer and organizationAdopt a goal oriented “funnel” approach and understand how workflow and design inform digital marketing Develop plans, campaigns and integrated approaches in the style of a real world marketing managerMeasure, report and enhance digital marketing efforts for optimal resultsCourse Topics Major Topics Covered in this course include:-Overview of web terms-SEO and publishing -Developing web content-Websites and site design-SEM/Display/retargeting -Integrated campaigns-Social Media, blogs, -e-mail/marketing automation - AnalyticsCourse MaterialsPrimary course materials are required and will be available in the course pack. All secondary materials will be distributed for free through LATTE or presented in class. The course pack is found at: Course MaterialsAuthor (s)TitlePublisherDavid Meerman ScottThe New Rules of marketing and PR: How to Use Social Media, Online Video, , Mobile Applications, Blogs, News Releases, and Viral Marketing to reach Buyers DirectlyWileyCase Studies Deighton; Leora KornfeldHBS Case study: The Ford FiestaHarvard Business SchoolJohn Deighton, Leora KornfeldHBS Case study: OSSCube: Leveraging Social MediaHarvard Business SchoolJohn Deighton, Leora KornfeldHBS Case study: Harvard Business School Executive Education: Balancing Online andOffline MarketingHarvard Business SchoolThales S. Teixeira; Leora KornfeldManaging Online Reviews at Trip AdvisorHarvard Business School00Primary Course MaterialsAuthor (s)TitlePublisherDavid Meerman ScottThe New Rules of marketing and PR: How to Use Social Media, Online Video, , Mobile Applications, Blogs, News Releases, and Viral Marketing to reach Buyers DirectlyWileyCase Studies Deighton; Leora KornfeldHBS Case study: The Ford FiestaHarvard Business SchoolJohn Deighton, Leora KornfeldHBS Case study: OSSCube: Leveraging Social MediaHarvard Business SchoolJohn Deighton, Leora KornfeldHBS Case study: Harvard Business School Executive Education: Balancing Online andOffline MarketingHarvard Business SchoolThales S. Teixeira; Leora KornfeldManaging Online Reviews at Trip AdvisorHarvard Business SchoolAdditional Course Materials: Throughout the course we will access additional content from a variety of sources. For each item that requires pre-class investigation, we will post a link or document to access the material. Here is a snapshot of material we will investigate:AuthorContentSourceJim LecinskiZMOT HYPERLINK "" with HYPERLINK "" media GuideAdobe – Tim Ash HYPERLINK "" 8 Steps to a Better Direct Response Landing PageClick ZHarry Gold HYPERLINK "" Drive, Capture, Convert, OptimizeClick ZJoe Pulizzi HYPERLINK "" How to Develop a Microsite: 5 Examples to Get You StartedContent Marketing Institute HYPERLINK "" blogSharpie Blog HYPERLINK "" General MillsBright Horizons HYPERLINK "" Hampshire HYPERLINK "" EMC TwitterEMC HYPERLINK "" Brandon Gutman HYPERLINK "" \l "2715e4857a0b134fcec9792c" GE, General Mills And Sears Explain Their Success In Content Marketing (Part 1)GE, General Mills And Sears Explain Their Success In Content Marketing (Part 1)CMO NetworkSteve Olenski HYPERLINK "" Email: Another Marketing Medium That Can Come Off The Endangered CMO NetworkOther linksSample Digital Campaign links HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" EMC Twitter HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" HYPERLINK "" Getty HYPERLINK "" Evoq HYPERLINK "" Heineken Workload expectationThis is a 2-credit course. You are expected to spend a minimum of 9 hours of study time per week in preparation for class (readings, exercises, assignments, preparation for exams, research, etc.). Course EvaluationClass participation is important for the grade and for the quality of the overall class. It is the largest component of the grade.The major course project and presentation will extend over several weeks and be a major grade element as well. Project teams of 4-6 students will develop marketing plans and strategies along with workflow diagrams and wireframes for team selected (and instructor approved) companies using techniques learned in class. The projects will be presented in class in a brief group presentation format. The full project guidelines will be distributed and discussed within the first several sessions of the course. A thorough case write-up will allow students to demonstrate critical thinking and analytical skills.Exercises will be introduced throughout the course. Examples of exercises include; creating blogs, recommending changes to a website, or developing a content plan.Grades breakdown is as follows:Project work and presentation (30%) - Projects will be assigned to groups in class 2. Work to be completed primarily outside of class with presentations in the final class session. Grading based on:Group delivery of professional quality work that shows mastery of material and creative thinkingEvidence of balanced participation in project work (via peer review)Presentation of the material in an clear, concise, engaging mannerProject parameters will be presented in full by class threeClass Participation (40%) – Students are expected to initiate and participate in class discussion. Grading based on:Class attendance and active participationEvidence of preparation Thoughtful, respectful, professional approach to discussionEach class attended will earn a +1 if requirements are met, a zero if not met, and a -1 if absent without prior notification. Cumulative score will be tallied against a possible 14 points.Case Study write-up (20%) – A four- page detailed persuasive case write-up using the Ford Fiesta HBS case. Analyze the case and argue the merits of the social influencer strategy. Use qualitative and quantitative facts to support your thoughts. Further details will be posted on LATTE.Homework Assignments (10%) - A total of 3 exercises presented before or after classes will count towards grades. Each grade-based exercise will be identified prior to class where it is presented. Grading based on:Preparation and completeness of assignmentAnalytical and problem solving skills demonstrated both written and in classThere is no final examEarning an ‘A”: A student who earns the highest level grade in this course will have demonstrated outstanding engagement in class discussions and exceptional quality of project and exercise work. Top students will participate, present and ask questions in class proactively and take ownership of assignments, going above and beyond to be thorough and well-researched. These students will be those who exhibit leadership during project work, and their presentations will reflect creativity, preparation, and mastery of the core class concepts. Class ConductLaptop/tablet/smartphone policy Students may bring technology for note-taking and class use. In order to ensure integrity of class participation, we ask that students refrain from using technology for outside pursuits. Texting and surfing are distracting to all, and the instructor may occasionally ask for a technology-free period to encourage participation. Consistent misuse of personal technology may result in participation grade impact.Late assignments. Late assignments will not be accepted without my prior permission, and will incur a penalty unless the circumstances are exceptional.Academic Honesty: You are expected to be honest in all of your academic work. Please consult Brandeis University Rights and Responsibilities for all policies and procedures related to academic integrity. Students may be required to submit work to software to verify originality. Allegations of alleged academic dishonesty will be forwarded to the Director of Academic Integrity. Sanctions for academic dishonesty can include failing grades and/or suspension from the university. Citation and research assistance can be found at LTS - Library guides.Disabilities: If you are a student with a documented disability on record at Brandeis and wish to have a reasonable accommodation made for you in this class, please see me immediately. Communications and Getting HelpWe’ll make regular use of LATTE. All lecture notes, handouts, assignments, and supporting materials will be available via LATTE, and any late-breaking news will reach you via email. Please check your Brandeis email and the LATTE site regularly to keep apprised of important course-related announcements.If you are hesitant to participate for any reason or if you have questions about anything, please come and see me. I am happy to help. Please contact me for assistance for any reason, or if you have questions, comments, or concerns about the course. All of my contact information is on the cover page of this syllabus. Course Outline and Schedule (Subject to Change)The following outline is intended to guide our class flow and may potentially change both due to guest availability and class dynamics. As changes emerge (readings, planned activities) they will be communicated with the class.Class Topics, Materials, Featured GuestsClass 1Aug 29IntroPre- class reading: The New Rules of Marketing and PR, David Meerman Scott, section 1, chapters 1-3 and Welcome and introductions and review of class goals, assignments, gradingThe emerging digital landscape – How do marketers look at the velocity of tech change and make sense of it? How does digital marketing fit into the modern marketing mix? Discussion of Meerman Scott writings. Discussion, demonstration and sampling of current digital marketing examplesGroundswell and ZMOTTopics, Materials, Featured GuestsClass 2Aug 31Online/Offline balancePre-class reading: HBS Case study: Harvard Business School Executive Education: Balancing Online and Offline MarketingVideo: David Meerman Scott Case discussionPersonas exercise (non-graded)Introduce projectClass 3Sept 7Content and SEOPre reading – General Mills Content Marketing – Forbes HYPERLINK "" General mills pt 1Visit and research “inbound “marketing principlesNew Rules, Chapter 10-12Discuss content marketing article and inbound research – be prepared to discusspresent basic principles of inbound and content marketingReview Homework 1 - SEO and content ideation exercise 1-2 pages– instructions will be posted. Due by start of next classFinalize project groupsClass 4Sept 8Websites and landing pages pt. 1Pre-class – visit and study HYPERLINK "" Bright Horizons Edassist website case study (prior to class, case materials will be posted)Project groups select company to study and “optimize” – due today by end of classClass 5Sept 12Web, pt 2Guest Speaker, William Kerrigan, VP Digital Media, Bright HorizonsIn class; Website wireframe development exercise Homework 2 - Post class - write-up 1-2 pages. Please answer individually: How does the Bright Horizons website engage the user, encourage discovery and exploration, and elicit action? Give one suggestion for improvement of the website and your rationale.Class 6Sept 14Search, user paths, banners, Re-targetingPre-class research: Google search “white water rafting, New Hampshire”. Record results and observationsDeveloping User pathsIntegrating websites and discoverability – class activity - marketing a site and marketing a siteWaterfield HYPERLINK "" – , Understanding SERPsBanner advertising Class 7Sept 19Expanding reach, user generated contentPre-class readings: The New Rules of Marketing and PR, Meerman Scott, Chapter 151HBS Case study: Managing Online Reviews at Trip Advisor Article reviewDeveloping the marketing plan in the digital age - social validationDiscussion of case studyClass 8Sept 21Paid SearchGuest Speaker: Overdrive Interactive, Ty VeldeBDGoogle and mobile phenomenaHow a major paid search campaign worksIntro HBS Case: Ford Fiesta – 4 page write-up due by start of class 11. See instructions in LATTEClass 9Sept 26Social Media Pre-class reading: The New Rules of marketing and PR: How to Use Social Media, Online Video, , Mobile Applications, Blogs, News Releases, and Viral Marketing to reach Buyers Directly, Meerman Scott, Chapters 16- 18. Review on Meerman Scott readingSocial Media – the phenomenon of social media sites – what do they really mean for businesses – Facebook, Twitter, Etc. Review social tools from CMO articleStudy – EMC In class exercise (non-graded) – Evaluate EMC Twitter presence, , Burt’s Bees FacebookClass 10Sept 28Social Media in start-upsPre-class; HBS Case study: OSSCube: Leveraging Social MediaGuest speaker, 88 Acres – a startup company expands its reachDiscuss OSS Cube Case case (shorter case discussion)Set up and discuss Ford Fiesta Case (short discussion)Project Check inClass 11Oct 5Blogs and communitiesPre-class; Study Sharpie Blog 88 Acres Guest Speaker – Social Media in a startupHBS Case study: The Ford Fiesta writeup due start of classDiscuss case and SharpieHomework 3 - Blog Writing Exercise – instructions will be posted. Due before next classClass 12Oct 10E-mail & marketingautomationPre-class s rreading: , Steve Olenski, ForbesEmail – segmentation, the power of databases, devising campaignsIn class discussion– LLBean, Patagonia email campaignsMarketing automation examplesCTA in class exercise (non-graded)Class 13Oct 19AnalyticsPre class: review reports posted in LATTEFunnel building and decision-making in class exercises (non-graded)Demo of Google toolsClass 14Oct 25Projects dueProject Presentations – all groups (criteria for grading will be posted in LATTE) ................
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