Syllabus Digital Marketing PDF

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MKT 9793 DIGITAL MARKETING STRATEGY – SPRING 2020 Baruch College, Zicklin School of Business Department of Marketing & International Business Adjunct Professor Linda Gharib Email: [email protected] Cell/Text: 646-887-7962

“The Mandate To Embrace And Execute On Digital Marketing Tops Strategic Agenda Of C-Suite And Line-Of-Business Leaders” Reports CMO Council.

COURSE DESCRIPTION: The objective of this course is to educate students about the strategic issues that Chief Marketing Officers and other senior leaders are grappling with as consumer behavior continues to shift to digital channels. This course focuses on timely and relevant topics in digital marketing. Although time spent with emerging channels is increasing exponentially and the way individuals consume data has evolved, we will explore management considerations as to why marketing investments haven’t followed as rapidly? Does digital marketing make sense for all lines of business? If so, how much funding should be reallocated from proven traditional media 1

MKT 9793 DIGITAL MARKETING STRATEGY – SPRING 2020 Baruch College, Zicklin School of Business Department of Marketing & International Business Adjunct Professor Linda Gharib Email: [email protected] Cell/Text: 646-887-7962

channels. Once CMOs are onboard to embrace digital and to fund it appropriately, they are faced with a myriad of decisions that they will need to make to set up their organizations for success. To what extent does a company need develop its mobile strategy depending on its business objectives and customer expectations? Is a mobile enabled site enough or does the company need to heavily invest in custom apps and mobile experiences? If significant technology investments are needed, which platforms make the most sense to invest in now and what can be pushed out to future releases? Each platform has its own set of opportunity costs and challenges for marketers with limited budgets. Similarly, social media can also be a very challenging channel for marketers. The emergence of social media has provided consumers with a platform to voice their discontent with a much louder voice than was ever possible before. How do companies shift from defense mode, where social media is used as an extension of a customer complaint line, to proactively leveraging the channel to build meaningful relationships with their customers and prospects?

LEARNING OBJECTIVES: After taking this course, students should be able to: Comprehend and articulate the current strategic issues that CMOs are grappling with as consumer adoption of media continues to shift towards digital channels.  Analyze the business decisions and considerations necessary in developing integrated digital marketing strategies  Understand and evaluate digital marketing investment decisions and how allocations are determined amongst products, channels and platforms  Reinforce digital marketing’s role beyond the marketing department and its evolution into a critical business driver penetrating all aspects of the organization. 

LEARNING GOALS: The Zicklin School of Business has adopted eight common educational aims for its MBA Program. This course will address the following learning goals in a significant manner: 

Written Communication: Students will be able to communicate in written format the reasoning behind their proposed digital marketing strategies for the cases analyzed in class.

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Knowledge Integration: Graduates will think laterally, critically and creatively, and will be able to make connections among diverse fields of study like finance and information systems in analyzing problems. 2

MKT 9793 DIGITAL MARKETING STRATEGY – SPRING 2020 Baruch College, Zicklin School of Business Department of Marketing & International Business Adjunct Professor Linda Gharib Email: [email protected] Cell/Text: 646-887-7962

The digital field is dynamic so trends in vastly different areas (consumer behavior, technology, environment,…) need to be identified and analyzed on an ongoing basis.  Ethical Awareness: Students will be sensitive to ethical issues in digital marketing, particularly with respect to privacy concerns and data ownership. 

Teamwork and Leadership: Thanks to the group projects (case analyses) assigned in the course, students will develop skills that permit them to function effectively in teams and be given opportunities to experience, understand, and develop their competencies as leaders.

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Information Literacy: Students will develop effective information literacy skills in the sense that they will be able to formulate problems for their case studies, find information relevant to solve those problems, evaluate the information, and use it in an ethical and legal manner.

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Technology Literacy: An essential part of the course is understanding the various technologies that are dominant and emerging in the marketing arena. Students will understand the role of those technologies in a sound marketing strategy.

COURSE OVERVIEW: The course is a ENTIRELY ONLINE and all course components will take place on our Blackboard platform. Students are provided with hands on assignments and discussions to facilitate learning and applying concepts learned in the class. Students active and thoughtful participation is of vital importance in getting the best results from taking this class. Therefore, it is important for students to do the following things:  Keep on top of the due dates for all components of the course work.  If you decide to work ahead of the schedule, be sure to complete the work in a section before proceeding to the next section of the course.  Additional materials will be added to the course syllabus on an ad-hoc basis, and it is vital to check Blackboard accounts daily for updates and additional assignments.  Teams have already been preassigned for the midterm and final projects to ensure diversity of thought on each team.  You can find out who your team members are and start communicating with them today through the “My Team” tab in Blackboard.  Teamwork and communication are very important elements of success in this class. If in doubt, over communicate with your team.  Your team will complete the team charter template together and a peer evaluation at the end of the semester. You should customize the team charter to best fit your team so that you can keep communication flowing and ensure that all members of the team are actively engaged in all deliverables. 3

MKT 9793 DIGITAL MARKETING STRATEGY – SPRING 2020 Baruch College, Zicklin School of Business Department of Marketing & International Business Adjunct Professor Linda Gharib Email: [email protected] Cell/Text: 646-887-7962

 Each team will nominate a team leader that will be responsible for moving along team projects and will be responsible for submitting the team assignments through Blackboard.

Components

Grade Weight

Description

Assignments

Reinforce understanding around concepts learned in class

45%

Midterm Project

Team case study analysis and solutions to current digital marketing challenges

15%

Final Project

Team case study assignment developing digital marketing strategy for 2020 holiday season

20%

Semester Journals

Student Journal for Student/Instructor feedback submitted 2x during semester

10%

Introductory, topical and Capstone Discussions

Introduce student to the class, new topics in the news, the Capstone sums up what the student learned from the class and how they are applying the information to their career goals.

10%

Class Evaluation

1 point awarded to students who complete the EVALS class evaluations

1%

DUE DATES: This list below will help you keep track of important class due dates throughout the semester, so that you never have to miss a deadline. Due dates may change so always be sure to check Blackboard for the latest announcements and updates. Our class format allows flexibility for you to do your work when it is most convenient for you. However, please resist the temptation to hand in your assignments at the last minute and pace yourself for best results!

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MKT 9793 DIGITAL MARKETING STRATEGY – SPRING 2020 Baruch College, Zicklin School of Business Department of Marketing & International Business Adjunct Professor Linda Gharib Email: [email protected] Cell/Text: 646-887-7962

LATE POLICY: • • •

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Full credit will be given only for participation and assignments turned in by due date. 50% credit for submissions after the due date within 2 days. The only exception to the late policy is if you are sick. If you email me a doctor’s note, I will excuse the lateness and give you full credit for the late assignment. Unfortunately, without a doctor’s note the late policy will apply. This is an online class and technical issues may arise, but they are not a valid reason for late submissions so be sure to submit your work in advance of any deadlines so that you have time to troubleshoot any potential technical issues that may occur.

COURSE MATERIALS: Blackboard– Announcements, assignments, reading and supplemental material will be posted to blackboard on an ongoing basis; all students are responsible for logging into blackboard daily throughout the semester for the latest course information and updates. Suggested Text- Kingsnorth, Digital Marketing Strategy, 2nd Edition, Kogan Page

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MKT 9793 DIGITAL MARKETING STRATEGY – SPRING 2020 Baruch College, Zicklin School of Business Department of Marketing & International Business Adjunct Professor Linda Gharib Email: [email protected] Cell/Text: 646-887-7962

This is a rapidly changing field links to articles available online will be provided throughout the semester. The websites, blogs and email newsletters of: TechCrunch, ClickZ, eMarketer, Business Insider, and Mashable are also great ways to stay on top of the latest industry news.

STUDENTS WITH DISABILITIES: Students with disabilities may receive assistance and accommodation of various sorts to enable them to participate fully in courses at Baruch. To establish the accommodations appropriate for each student, please alert me to your needs and contact the Office of Services for Students with Disabilities, part of the Division of Student Development and Counseling. For more information contact the office in NVC 2 271 or at (646) 312-4590.

OFFICE HOURS: Please do not hesitate to reach out to me to anytime with questions or to set up an appointment. You can email me at [email protected] or call me on my cell at 646-887-7962. If you need a quick response, the fastest way to reach me is by texting me at 646-887-7962.

ACADEMIC INTEGRITY: Learning involves the pursuit of truth, which cannot be pursued by presenting someone else’s work as your own. By following the procedure outlined below, you will establish a basis of trust that will remain unless you provide reason to suspect it has been violated:

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MKT 9793 DIGITAL MARKETING STRATEGY – SPRING 2020 Baruch College, Zicklin School of Business Department of Marketing & International Business Adjunct Professor Linda Gharib Email: [email protected] Cell/Text: 646-887-7962

Baruch College’s policy on Academic Honesty states, in part: “Academic dishonesty is unacceptable and will not be tolerated. Cheating, forgery, plagiarism and collusion in dishonest acts undermine the college's educational mission and the students' personal and intellectual growth. Baruch students are expected to bear individual responsibility for their work, to learn the rules and definitions that underlie the practice of academic integrity, and to uphold its ideals. Ignorance of the rules is not an acceptable excuse for disobeying them. Any student who attempts to compromise or devalue the academic process will be sanctioned.” Additional information on the school policy, which is fully endorsed in this class, can be found at: http://www.baruch.cuny.edu/academic/academic_honesty.html. Academic sanctions in this class will range from a D on the assignment to an D in this course. A report of suspected academic dishonesty will also be sent to the Office of the Dean of Students. Additional information and definitions can be found at: http://www.baruch.cuny.edu/academic/academic_honesty.html

FINAL THOUGHTS: Thanks to advances in technology, our class is fully online. Since the class is asynchronous, you will have the flexibility to log in and do your work at times that work best for you. For team projects, please be sure to keep ongoing communication with your teams. For some of you this will be your first online class but don’t worry, you will get the hang of it quickly! Why is this class important to you? As consumer behavior continues to evolve and companies struggle to keep up with the ever-changing landscape, this creates many opportunities for new graduates to join the workforce in digital roles that never before existed. Global marketing has evolved to touch every step of the customer journey. Regardless of your major and what role you are in today, I am hoping that you will bring enthusiasm to your studies as you build your foundation to become tomorrow’s digital savvy leaders. Let’s have a great semester!...