MKTG-7546 Digital Age Marketing Syllabus


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Syllabus for the MKTG-7546 Marketing in a Digital Age MBA class taught at the University of Memphis. To learn more about the course and gain higher-level insights into digital and social strategies for business, visit

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MKTG-7546 Digital Age Marketing Syllabus

  1. 1. MKTG 7546 - Marketing in a Digital Environment Eric T. Brey, Ph.D. | 1 MKTG 7546 - Marketing in a Digital Environment University of Memphis | Fogelman College of Business & Economics Course Syllabus Course Syllabus Eric T. Brey, Ph.D.
  2. 2. MKTG 7546 - Marketing in a Digital Environment Eric T. Brey, Ph.D. | 2 Instructor Contact Information Instructor: Eric T. Brey, Ph.D. Assistant Professor, University of Memphis Email: Skype: ProfessorBrey Office Hours: T/TH: 6:00 – 7:00pm Social Media: @professorbrey (Twitter) (Facebook) (LinkedIn) (Wordpress Blog) Availability: I will respond to emails and questions posed through our learning management system (D2L) in a timely fashion (typically, close of business) and if you need to meet with me, I maintain regular office hours and can meet by appointment as needed. Course Overview e-Commerce is more than just selling products online – it’s successfully utilizing the online value chain in order to develop, research, market, sell, deliver, service and drive revenue for products and services. By focusing on three primary digital environment transactions, business-to-business, business-to-customer, and customer-to-customer, learners will discover how trust through consumer engagement has become the ‘cough syrup ingredient’ to effectively influence online buying decisions. To expose the reality of digital marketing and frame the course discussion, we will address two dynamics: understanding the expansive amounts of available digital data to enact intelligent business strategies and utilizing social media as an inclusive component to all marketing initiatives. Learners will get advanced exposure into the idiosyncrasies of online marketing to drive digital success, skills needed to constantly learn and identify opportunities before competitors and how the impacts of a ‘there are no more secrets’ marketplace mentality impacts business effectiveness. Learning Objectives At the end of this course, students will be able to: 1. Explain the online value chain to drive business success 2. Integrate social media techniques and trends into traditional marketing and business strategies 3. Identify and capitalize on technology and digital commerce trends 4. Identify metrics to gauge success of social media and traditional internet marketing efforts 5. Formulate and enact data driven strategies 6. Effectively assess current social media best practices to implement additional social media marketing activities within an organization.
  3. 3. MKTG 7546 - Marketing in a Digital Environment Eric T. Brey, Ph.D. | 3 Required Course Materials Textbook: Kaushik, A. (2010). Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. Indianapolis, IN: Wiley Publishing Inc. Clifton, B. (2012). Web Metrics with Google Analytics. Indianapolis, IN: Wiley Publishing Inc. Additional: Additional articles will be assigned during the course and provided either though the library or through a direct link to each resource. Prerequisites This course will demonstrate how to effectively harness the power of the Internet and social media to engage consumers. To employ traditional marketing theory and ideology, the focus will be on developing an understanding of core concepts that can be applied to various online applications. In this class, all students will be required to create accounts within the following applications: Twitter, Google, Slideshare and Facebook. If you currently have an account using one of these programs, but do not feel comfortable sharing information with your peers and instructor, you will need to create a secondary account where ‘friends’ and ‘fans’ can be established and information is openly shared. A working knowledge of social media platforms and Desire 2 Learn is required due to the digital focus of the course. Students should have access to a computer with appropriate word processing software, email address as provided by the university, a high-speed Internet connection, and the ability to function at a professional level in an online environment. You will also need to have taken any prerequisite courses as identified in your program plan. Class Schedule Time: T/TH 7:00 – 8:30 Room: FCBE, Rm. 363 Learning Activities & Evaluation A variety of methods will be used to facilitate and assess student-learning levels throughout this course. You will be expected to actively participate in digital ‘classroom’ discussions while completing assignments in a timely fashion. For this course, there will be no planned extra credit but unique learning opportunities may emerge throughout the length of the course. Discussion & Active Participation 10% 100 Exams (2) 25% 250 Business Application Project 25% 250 Digital Marketing Trends 40% 400 Total Course Points 1000
  4. 4. MKTG 7546 - Marketing in a Digital Environment Eric T. Brey, Ph.D. | 4 Discussion & Participation One of the distinguishing components of this course is the expectation that you actively apply, with your peers, what you have independently learned. In this course, you are required to participate in a series of classroom activities where you have to apply core concepts to active problems. Given this important difference from other courses you may be taking, points are awarded for discussion along with in-class participation, which includes both the level and quality of engagement with your instructor and peers. At the end of each class, I will assign either a +/- or neutral assessment of your participation based upon your level and quality of engagement. These assessments are used to inform the grade that is assigned for the participation portion for each week along with additional activities that may be required to prepare for class. Remember, you have to be present to earn points associated with the discussion and participation requirement for the course. Exams Exams will consist of essay questions that you will be required to complete during class time. I will be asking you to take concepts and use them to explain and critique critical marketing concepts, processes and procedures that directly relate to effective marketing management, and relating marketing concepts to practical applications. Digital Marketing Trends The focus of this assignment is to identify and investigate a digital marketing-focused topic of your choosing. Through an in-depth review and analysis you will develop a personal understanding of trends associated with your marketing topics. The focus of this assignment is to develop a deeper understanding of what the future of your selected topic will look like and how that will impact the effective marketing of organizations within your area of professional interest. Grading Scale You will receive a grade for each assignment based upon the scale presented below. All grades will be posted to the D2L/Learn@UW-Stout grade book so you will be able to track your status throughout the course of the session. 90-100% A (Exceptional) 80-90% B (Good) 70-80% C (Adequate) 60-70% D (Improvement Needed)
  5. 5. MKTG 7546 - Marketing in a Digital Environment Eric T. Brey, Ph.D. | 5 Policies Course Participation/Attendance Attendance and active participation in the various activities, both in and out of class, are essential. Of course, work, illness, or other commitments may interfere with class attendance but this interference should be kept at a minimum, as missed classes will impact your grade. If you are absent from a session, you must make arrangements to obtain notes from another student – instructors’ notes are not available. Chronic tardiness will not be accepted, as this will significantly impact your participation grade. Discussion participation is an important feature of this course and students are expected to engage with discussion topics on a regular basis and be actively engaged in the classroom environment. Late Assignments & Extra Credit Assignments are expected on the date due. Assignments submitted past the due date will be penalized 10% of the possible points, per day, up to a maximum of 50% penalty. Exceptions can only be made by prior arrangement with the instructor. Remember, discussion and participation points cannot be made up, as they require active and engaged involvement. Extra credit may be available throughout the course of the semester and will be announced prior to each opportunity using both the learning management system (D2L) announcement section and the Professor Brey Facebook page. Extra credit opportunities are extremely limited and you should not rely on these as part of your final grade. Missed Exams Make-up exams will be given only in extenuating circumstances. The student must notify the instructor prior to the start of the exam. Make-up exams must be completed within one week of the originally scheduled exam. Academic Integrity Your professor does not accept knowingly copying the work of others without attribution (plagiarism), or colluding with other students to share answers unless permitted in the course (e.g. group project). At the instructor’s discretion, the consequence of these activities may include: failure for the assignment, failure for the entire course, and/or notification sent to student’s advisor and the Dean of Students. Anyone participating in any academic misconduct will be disciplined in accordance with the University Student Handbook guidelines. Students should not participate in any activity that could be deemed dishonest or in which a student: • Seeks to claim credit for the work or efforts of another without authorization or citation • Uses unauthorized materials or fabricated data in any academic exercise • Forges or falsifies academic documents or records • Intentionally impedes or damages the academic work of others • Engages in conduct aimed at making false representation of a student’s academic performance • Assists other students in any of these acts
  6. 6. MKTG 7546 - Marketing in a Digital Environment Eric T. Brey, Ph.D. | 6 Course Schedule Date Course Content Week 1 e-Commerce Value Chain (1/17 - 19) Kaushik: Chapter 1 Introduction to Analytics Kaushik: Chapter 2 Selecting a Vendor Week 2 Channel Appropriateness & Online Landscape (1/24 - 26) Kaushik: Chapter 3 Clickstream Metrics Kaushik: Chapter 4 Practical Solutions Week 3 Content Psychology & Delivery Impacts (1/31 – 2/1) Kaushik: Chapter 5 Measuring Success Kaushik: Chapter 6 Leveraging Qualitative Data Week 4 Process Management: Traditional – Digital - Social (2/7 - 9) Kaushik: Chapter 7 Testing and Experimentation Kaushik: Chapter 8 Competitive Intelligence Week 5 Trends Assessment Presentations (2/14 - 16) Week 6 Flip the Funnel Research (2/21 - 23) Exam I Kaushik: Chapter 9 Emerging Analytics Week 7 Internet Marketing: Technological Determinism (2/28 – 3/1) Kaushik: Chapter 10 Web Analytics Traps Week 8 NO CLASS: SPRING BREAK (3/6 - 8) Week 9 SS Model for Integration (3/13 - 15) Kaushik: Chapter 11 Analysis Ninja Kaushik: Chapter 12 Advanced Ninja Week 10 Strategic Integration: Traditional, Social and Beyond (3/20 - 22) Clifton: Chapter 1 Web Traffic Importance Clifton: Chapter 2 Methodologies and Accuracy Clifton: Chapter 3 Features and Benefits Week 11 Business Intelligence & Social Measurement (3/27 - 29) Clifton: Chapter 5 Reports Explained Clifton: Chapter 6 Running Analytics Clifton: Chapter 7 Advanced Implementation
  7. 7. MKTG 7546 - Marketing in a Digital Environment Eric T. Brey, Ph.D. | 7 Week 12 Chapter 10: Social Media Metrics (4/3 - 5) Clifton: Chapter 8 Best Practices Clifton: Chapter 9 Analytics Hacks Clifton: Chapter 10 Key Indicators Week 13 Trends Assessment Presentations (4/10 - 12) Week 14 (4/17 – 19) Industry Expert Presentations Week 15 (4/24) Exam III