MKTG-7546 Digital Age Marketing Syllabus
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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 ...

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 ProfessorBrey.com

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MKTG-7546 Digital Age Marketing Syllabus MKTG-7546 Digital Age Marketing Syllabus Document Transcript

  • Spring 12MKTG – 7546 Marketing in a Digital Environmente-Commerce is more than just selling products online – it’s successfully utilizing the online valuechain in order to develop, research, market, sell, deliver, service and drive revenue for productsand services. By focusing on three primary digital environment transactions, business-to-business,business-to-customer, and customer-to-customer, learners will discover how trust throughconsumer engagement has become the ‘cough syrup ingredient’ to effectively influence onlinebuying decisions.To expose the reality of digital marketing and frame the course discussion, we will address twodynamics: understanding the expansive amounts of available digital data to enact intelligentbusiness 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 digitalsuccess, skills needed to constantly learn and identify opportunities before competitors and howthe impacts of a ‘there are no more secrets’ marketplace mentality impacts business effectiveness.University of Memphis | Fogelman College of Business & Economics
  • M a r k e t i n g i n a D i g i t a l E n vi r o n m e n t |2Connect Twitter to direct message the instructor. The second, I recommend that cell phones beProfessor: Eric T. Brey, Ph.D. turned off or at minimum set to silent. If they Email: ericbrey@memphis.edu ring during class the instructor reserves the Telephone: 901-678-4584 right to answer them. This means, clients, Course Hashtag: #smce wives, husbands, kids, parents, bosses, Twitter: @ProfessorBrey students, your favorite bar down the street and Fan Page: facebook.com/professorbrey even your colleagues – if they call you, I will Website: professorbrey.com answer it. If you feel the need to text a Course Newspaper: Daily Social colleague or peer, the instructor reserves the Sermo http://paper.li/ProfessorBrey/131 right to complete the text before sending or you 6399467 will be asked contribute to the Crackberry Rehabilitation Fund (an excellent charity). TheOffice: Kemmons Wilson School (KWS), 140G bottom line is, if you wouldn’t want someone doing it while you are talking or in one of yourOffice Hours: Tuesday, Thursday, 6pm – 7pm meetings, don’t do it ‘in session.’Textbook Learning AssessmentKaushik. Web Analytics 2.0: The Art of Online Evaluated Learning Point PointAccountability & Science of Customer Components Value %Centricity. 2010 ISBN: 978-0-470-52939-3 Activities & Assignments 100 10% Exams (2) 250 25%Clifton. Advanced Web Metrics with Google Think Forward Assessment (2) 400 40%Analytics. 2010 ISBN: 978-0-470-56231-4 Business Application Project 250 25%Course Objectives Total Points 1000 100%• Explain the online value chain to drive a Extra credit may be available throughout the semester, it is business success not guaranteed but possible and will be announced in class or• Integrate social media techniques and posted online. trends into traditional marketing and Evaluation Scale business strategies A 900 – 1000 points• Identify and capitalize on technology and B 800 – 999 points digital commerce trends C 700 – 799 points• Identify metrics to gauge success of social D 600 – 699 points media and traditional internet marketing F Below 599 points efforts a However extremely rare, variations in grading scale may exist based upon evaluated learning components• Formulate and enact data driven strategies throughout the semester (i.e., removal of project components, additional class activities)House Rules & RecommendationsWhile class is in ‘in session’ there are a fewrules that need to be adhered to. The first,when sending an email to the instructor be sureto treat it as a formal means of communication.If there is no salutation, poor capitalization orno closing – your email will not be responded tonor recognized as being sent. If you prefer aquick response and eliminate formality, use University of Memphis | Fogelman College of Business & Economics | EricBrey, Ph.D.
  • M a r k e t i n g i n a D i g i t a l E n vi r o n m e n t |3Online Resources total) for a total of 50 extra points. If you tweet less than 30 times, the tweets will be prorated.This course will demonstrate how to effectively Remember, these need to be related to courseharness the power of the Internet and social content and you need to be diligent in yourmedia to engage consumers. To employ activity. I would suggest reading the Dailytraditional marketing theory and ideology, the Social Sermo as a starting point.focus will be on developing an understanding ofcore concepts that can be applied to various Suggestions & Complaintsonline applications. In this class, all studentswill be required to create accounts within the Please see the instructor for any specialfollowing applications: Twitter, Google, problems or complaints that may be impedingSlideshare and Facebook. If you currently have your progress in the course. Feedbackan account using one of these programs, but concerning the class/course is alwaysdo not feel comfortable sharing information appreciated and will be considered to improvewith your peers and instructor, you will need to the learning environment in this andcreate a secondary account where ‘friends’ and subsequent semesters. I take this very seriously‘fans’ can be established and information is and encourage anyone at any point to comeopenly shared. and see me throughout the semester with his or her thoughts, ideas and criticisms. Key To Success: This course will be conducted in the public domain. This means that you will be required Communication to share content so professional social media and internet accounts may be required. It is important to remember that we will be using public communication tools on theMethod of Instruction Internet where information will be openlyA variety of methods will be used to deliver shared with the entire class or in some casescontent and reach the learning objectives of individuals outside of the course. If you wish tothis course. These include, but are not limited send a private communiqué to the professor orto: virtual discussion, online guest lectures, any other individual within the class, please useclass discussion, online application interaction, email or the private communication function forvideos, virtual student presentations, online Facebook. Directions for setting privacymedia and class lectures. One of the unique settings for Facebook and explanations arecomponents of this course will be the use of the foundbulls#@t flag. Throughout the semester, here: http://www.facebook.com/privacy/explastudents are encouraged to throw their flag nation.php. Never post anything online inwhen they don’t agree with the instructor or Facebook, e Courseware, Twitter etc. that couldjust feel the need to make a point. harm you or others.Social Immersion Course OutlineGiven that we only have a limited time FIRST CLASS Getting to Know Youtogether, and understanding the reality of JANUARY 12marketing in the online space takes practice and Week 1: e-Commerce Value Chainnot just theoretical understanding, there will be JANUARY 17 ReadingTwitter credit available. Every tweet you send JANUARY 19 • Kaushik: Chapter 1with the course hashtag (#smce) that contains Introduction to Analyticslinks relating to course content for that week • Kaushik: Chapter 2will be counted as extra credit. Students can Selecting a Vendorreceive credit for two tweets per week (30 University of Memphis | Fogelman College of Business & Economics | EricBrey, Ph.D.
  • M a r k e t i n g i n a D i g i t a l E n vi r o n m e n t |4Week 2: Channel Appropriateness & Week 10: Strategic Integration:JANUARY 24 Online Landscape MARCH 20 Traditional, Social and BeyondJANUARY 26 Reading MARCH 22 • Clifton: Chapter 1 • Kaushik: Chapter 3 Web Traffic Importance Clickstream Metrics • Clifton: Chapter 2 • Kaushik: Chapter 4 Methodologies & Practical Solutions AccuracyWeek 3: Content Psychology & • Clifton: Chapter 3JANUARY 31 Delivery Impacts Features & BenefitsFEBRUARY 2 Reading • Kaushik: Chapter 5 Week 11: Case #4 Measuring Success MARCH 27 Business Intelligence & Social • Kaushik: Chapter 6 MARCH 29 Measurement Leveraging Qualitative Reading Data • Clifton: Chapter 5 Reports ExplainedWeek 4: Process Management: • Clifton: Chapter 6FEBRUARY 7 Traditional - Digital - Social Running AnalyticsFEBRUARY 9 Reading • Clifton: Chapter 7 • Kaushik: Chapter 7 Advanced Testing & Implementation Experimentation • Kaushik: Chapter 8 Week 12: Revenue Delivery & Advanced Competitive Intelligence APRIL 3 Applied Metrics APRIL 5 ReadingWeek 5: TRENDS ASSESSMENT • Clifton: Chapter 8FEBRUARY 14 Best PracticesFEBRUARY 16 • Clifton: Chapter 9 Analytics Hacks • Clifton: Chapter 10Week 6: MID-TERM EXAM Key IndicatorsFEBRUARY 21 Flip the Funnel ResearchFEBRUARY 23 Reading Week 13: TRENDS ASSESSMENT • Kaushik: Chapter 9 APRIL 10 Emerging Analytics APRIL 12Week 7: Internet Marketing: Week 14: Industry Expert #1FEBRUARY 28 Technological Determinism APRIL 17 Industry Expert #2MARCH 1 Reading APRIL 19 • Kaushik: Chapter 10 Web Analytics Traps Week 15: FINAL EXAM APRIL 24Week 8: NO CLASS: SPRING BREAKMARCH 6 **Outline is tentative and may change throughoutMARCH 8 the semester.Week 9: S i S Model for IntegrationMARCH 13 ReadingMARCH 15 • Kaushik: Chapter 11 Analysis Ninja • Kaushik: Chapter 12 Advanced Ninja University of Memphis | Fogelman College of Business & Economics | EricBrey, Ph.D.