Download New Course Syllabus Form

New Course
Note: Proposals are not necessary for a selected topics or nonrecurring topics course
or project which is not a regular part of the curriculum of a department or school and is
offered to a group of students on a nonrecurring or experimental basis. In essence, a
selected topics course enables the faculty to offer the course on a first-time basis, or for
experimentation with the curriculum. It is distinguished from an independent study
project in that it is available to a group of students under the same conditions by which a
they may register for a regular course. A course may be offered as a nonrecurring
selected topics course at most two times.
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Academic Unit:
KSB
Teaching Unit:
Marketing
Course Title:
Digital Marketing
Course Number :
MKTG-641
Credit Hours:
1.5
Proposed effective date:
Fall 2013
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Prerequisites: MKTG-612, MKTG-610, or MKTG-632 (MKTG-632 may be
taken concurrently)
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Course description for University Catalog:
The nature of digital marketing and e-commerce is constantly evolving and key issues
change rapidly. This course, a blend of theory and practice, is designed to explore the
best paradigms, practices, and principles of traditional, new and emerging marketing
techniques along with their effects on individuals, audiences, publics and cultures.
Through readings, case studies and hands-on projects, students will understand successful
online marketing strategies, user generated content, search, social media and networks,
mobile, and web analytics.
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Grade type: (choose one)
o A/F
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Expected frequency of offering: (choose one)
o Every Fall
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Check all that apply: None
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Please explain the main purpose of the new course, including whether it will be a
requirement for an existing or proposed program or an elective, and how the new
course relates to the existing courses in the program and department. Note: if a
required course for an existing program, submit a corresponding Minor Change to
Program proposal.
The Marketing Department seeks to add a new 1.5 credit course titled Digital Marketing (MKTG
6XX) to the course catalog as part of the new graduate (MS) program in marketing. Digital
marketing is all the things an organization does online to support its business. Those things
include displaying online advertising and participating in social media, online listening and
monitoring, search engine optimization, and email marketing. This will be a required course in
the program and will have specialized content that is not completely replicated by any course
offered by the Marketing department or elsewhere in AU.
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Will the course require that students pay a special fee associated with the course? If
so, please provide a justification for this additional cost to students.
No
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Has the course previously been offered under a rotating topics course or an
experimental course number? If so:
o
o
o
o
o
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Semesters/year offered:
Not Applicable
Course number:
Not Applicable
Instructor: Not Applicable
Enrollment: Not Applicable
What observations and conclusions were derived from the previous
offering(s) that now lead to proposing this course as a permanent part of the
curriculum?
Not Applicable
Please indicate other units that offer courses or programs related to the proposed
course and provide documentation of consultations with those units.
As noted earlier, this course will have specialized content that is not completely replicated by any
course offered elsewhere at AU. Furthermore, because it is a 1.5 credit course, it is unlikely to fit
the requirements of other programs at AU.
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Estimated enrollment per semester:
10 initially, more over time
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Does your teaching unit’s classroom space allotment support the addition of this
course?
Yes
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Are present university facilities (library, technology) adequate for the proposed
course?
Yes
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Will the proposed course be taught by full-time or part-time faculty?
Part-time Faculty
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Will offering the new course involve any substantial changes to the scheduling of
existing courses?
No
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What are the learning outcomes including the competencies that students are
expected to demonstrate for the course and how are those outcomes assessed?
1. Students will gain knowledge about the activities that comprise digital marketing and how to
support marketing strategy with those activities.
2. Students will evaluate the digital media industries to inform business model decisions in
other industries.
3. Students will use tools that are currently available for listening and interacting online.
4. Students will learn the fundamentals of establishing search ad campaigns and interpreting
their results.
5. Students will integrate social media approaches into a digital marketing strategy.
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Please attach a draft syllabus.
Please see attached syllabus.
New Course Syllabus Form
After completing the syllabus, forward it with copies of the New Course Proposal Form and the Master
Course Form according to the routing instructions described in section 70.00.02 of the Academic Regulations.
(A) NUMBER, TITLE, CREDIT(S)
(1) Proposed Number: MKTG-641
(3) Credit Value: 1.5
(2) Title: Digital Marketing
(Complete second blank only if offered for variable credit.)
(B) STUDENTS
Describe the students for whom the course is designed (e.g., undergraduate or graduate, major or nonmajor)
and relate this description to course prerequisites.
The course is designed for graduate students enrolled in the proposed new MS in Marketing as well
as current students in the MBA program. Students must have taken (or take concurrently) MKTG612, MKTG-610 or MKTG 632.
(C ) OBJECTIVES
State briefly the major objectives of the course.
Digital marketing is all the things an organization does online to support its business. Those things
include displaying online advertising and participating in social media, online listening and
monitoring, search engine optimization, and email marketing. Because this field is changing so fast,
the course emphasizes underlying principles of the tools as well as habits and resources for
identifying new trends. Two themes that cut across the course topics are 1) linking strategy and
tactics and 2) measuring results.
(D) TOPIC OUTLINE
Provide a general outline of the major topics to be included in the course.
The course is designed to help students:
1. Understand what activities comprise digital marketing and how to support marketing strategy
with those activities.
2. Use lessons from the digital media industries to inform business model decisions in other
industries.
3. Know what tools are currently available for listening and interacting online, use the most
established ones, and establish habits for keeping up-to-date with the latest ones.
4. Know the major online advertising approaches and be able to make a case for how and why an
approach should be used.
5. Know the fundamentals of establishing search ad campaigns and interpreting their results.
6. Integrate social media approaches into a digital marketing strategy.
(E) TEXTBOOKS / READINGS
Specify representative textbooks and/ or readings that are indicative of the content and level of the course.
Groundswell: Winning in a World Transformed by Social Technologies, Josh Bernoff and Charlene Li,
Harvard Business School Press
Course materials posted on blackboard.
Several Harvard Business School cases.
(F) TYPICAL ACTIVITIES
Describe briefly the typical activities that will be required of students in the course (e.g., weekly study
expectations, expectations for classroom performance, special projects, examinations, etc.).
The course will involve lectures, case discussions, and in-class discussion and exercises. Students will
be expected to have read and thought about the assigned materials and to have analyzed case
information before class. There will be a semester-long project and multiple assignments.
(G) PERFORMANCE EVALUATION
How will student performance in this course be evaluated?
Digital marketing project = 150 points
Assignments = 150 points total
Class participation/contribution = 100 points
“Midterm” exam = 100 points