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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. Academic Unit: KSB Teaching Unit: Marketing Course Title: Digital Marketing Course Number : MKTG-641 Credit Hours: 1.5 Proposed effective date: Fall 2013 Prerequisites: MKTG-612, MKTG-610, or MKTG-632 (MKTG-632 may be taken concurrently) 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. Grade type: (choose one) o A/F Expected frequency of offering: (choose one) o Every Fall Check all that apply: None 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. 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 Has the course previously been offered under a rotating topics course or an experimental course number? If so: o o o o o 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. Estimated enrollment per semester: 10 initially, more over time Does your teaching unit’s classroom space allotment support the addition of this course? Yes Are present university facilities (library, technology) adequate for the proposed course? Yes Will the proposed course be taught by full-time or part-time faculty? Part-time Faculty Will offering the new course involve any substantial changes to the scheduling of existing courses? No 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. 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