Digital (e-Commerce) Marketing Syllabus for 2016-2017
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Students who do not attend class on or prior to the census date will be administratively dropped. Effective Fall, 2016

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Course

MRKG-2312-001 Digital (e-Commerce) Marketing

Prerequisites

Course Description

Explore electronic tools utilized in marketing; focus on marketing communications in developing customer relationships.

Student Resources Student Resources Website

Department Expectations

Occupational License Disclaimer

Hours

(3 sem hrs; 3 lec)

Class Type

Online Course

Syllabus Information

Textbooks

No book is required for this class (you’re welcome)however, I do recommend that you keep up with a few websites.

www.Mashable.com
www.techcrunch.com/
www.hbr.org/

There will also be weekly online reading assigned.

Supplies

You must have access to a desktop or laptop computer (PC or Mac) with Internet access. Blackboard is not optimized for mobile devices and the app is not fully functional.

Student Performance

This course will explore issues related to Internet commerce (or e-commerce as most of you know it). This includes but is not limited to digital strategies, social media marketing and communication, mobile commerce, Web best practices and much more.

Learning Objectives

• Identify target audience
• Perform market analysis
• Develop e-marketing goals and evaluate electronic communications
• Design and evaluate customer feedback techniques.
• Monitor the evolving technology of the World Wide Web as it applies to marketing.
• Examine the concepts and types of e-commerce
• Examine effective methods of e-commerce solutions
• Understand the traditional and new communication/marketing approaches that create competitive advantage in e-commerce including issues related to international audiences
• Examine intellectual property issues
• Understand the metrics used by businesses and non-profits to determine the success of e-marketing, social media and customer satisfaction strategies
• Examine the creation and management of online content
• Integrate e-marketing into the overall marketing strategy of a firm and develop a complete digital strategy.

 

Students Rights and Responsibilities: Student Rights and Responsibilities

Log in using the AC Connect Portal:

In order to receive your AC Connect Email, you must log in through AC Connect at https://acconnect.actx.edu.

If you are an active staff or faculty member according to Human Resources, use "Exchange".  All other students use "AC Connect (Google) Email".

Students Rights and Responsibilities

Student Rights and Responsibilities

Log in using the AC Connect Portal

In order to receive your AC Connect Email, you must log in through AC Connect at https://acconnect.actx.edu .

If you are an active staff or faculty member according to Human Resources, use "Exchange". All other students, use "AC Connect (Google) Email".

Expected Student Behavior

Grading Criteria

Grading

• Class Participation: Weekly discussion and lecture responses  (20% of grade)
• Video Book Review:(10% of grade)
• Market Analysis: (10% of grade)
• Exam 1: (15% of grade)
• Exam 2: (15% of grade)
• Digital Strategy: (30%)

Late Work:

Work will not be accepted after the due date without a compelling reason.

Class Participation: Keeping up with the latest digital trends is a must for any marketer in today’s world. Every Monday and Thursday I will post a discussion/blog on the Blackboard discussion forum. You must post your response and respond to two of your classmate’s post by Sunday night at 11:55 p.m. You are encouraged to think outside the box.  DON’T just rephrase what someone else has already said and don’t just agree with me because you think it will help your grade, It won’t. Here are some other tips.

 

• You MUST post your answer to the correct forum by the deadline specified in the course calendar.
• You are responsible for ensuring that your discussion postings and replies have posted properly to the Discussion Forums. You should return to the Discussion Forum later in the day that you posted to make sure your posts have been added to the thread.
• Help out your fellow classmates and respond to the original question early in the week so everyone will have something to comment on and discuss.
• An "I agree" or "great answer" will NOT earn points. Replies must have sufficient detail to merit credit. At the same time, quantity is not a substitute for quality—stay focused!
• You must focus on the specific topic of the discussion as assigned. Do not introduce irrelevant subjects.
• "Flaming" is posting abusive or insulting messages. Any student who engages in flaming in a discussion will receive 0 points on the first offense and will be required to leave the course on the second offense.
• Controlling behavior is not permitted. Controlling behavior includes, but is not limited to, attempts to dominate a discussion by posting excessively, intentionally changing the discussion topic or exhibiting an inappropriate or argumentative attitude. Violators will be asked to leave the discussion and a grade of 0 points will be awarded.
• Do not type in all capital letters. IT IS LIKE SHOUTING!
• Never copy someone else's writing without permission or citation. Failing to credit your sources within emails or discussions is a form of plagiarism, which is grounds for receiving a 0 on the assignment.
• Don’t wait until the last minute to post. You never know when Blackboard will be down.

Additionally, you are required to respond to four lectures throughout the semester. Which four is up to you. Lectures will be written and delivered every Monday via Blackboard. Occasionally, lectures will include a short video. You should watch these videos as it is part of the lecture.

How the discussions will be graded:

Here’s what I’m looking for in each post.

Original Posting

1. Mentions at least 2 specific points from the class.

2. As the semester goes on, you should be able to relate new information to old information that we’ve previously discussed.

3. Use your critical thinking skills when posting.  It’s important to think outside the box.

Reply to Other’s Postings

1. Discuss one point you like/agree with, and one point you dislike/disagree with and explain why. Remember to cite your sources.

 

Market Analysis: You will  create a marketing analysis for the business you are using for your digital strategy project.  An example will be posted on Blackboard.

 

Digital Strategy Project: Students will create a digital marketing strategy for a business.  The strategy should be for all things digital (social media, website, online ads, etc.) and should be between 3-5 pages long. An example project will be posted at a later date.

Requirements:

• Market Analysis
• Goals
• Social Media Strategy (must include three sample Facebook posts and three sample tweets)
• Web Content Strategy
• Online Marketing Strategy
• How will you determine the success of your strategy

Video Book Review: Read a book related to digital marketing then submit a video book review (4-5 minutes long). 

Requirements:

• Discuss what you liked/didn’t like about the book
• Discuss three takeaways from the book and how you would use these in digital marketing
• Upload video to YouTube then put the link in the dropbox. NOTE: Do not make your video private. If you don’t want your video to show up in search engines, make the video “unlisted.”

Attendance

This is an online class so your participation in discussions and assignments will constitute your attendance.

Students who do not attend class on or prior to the census date will be administratively dropped. Effective Fall, 2016. Following the census date, there will be no instructor-initiated withdrawals from this class.  Students are responsible for dropping or withdrawing from this course as necessary.  No official warnings will be given students when excessive absences jeopardize their successful completion of the course. Students must contact the instructor to request withdrawal approval.

Calendar

Additional Information

Grading Scale

A  90-100                       

B  80-89

C  70-79                       

D  60-69

F   59 or below

Explanations of each assignment will be handed out in class and will be available through AC Connect/Blackboard