Digital Marketing and E Commerce
Tentative MK-670A Course Outline
(Details may change due to unforeseen circumstances)
| Week | Date | Topic(s) | Readings/Videos | Assignments/Deliverables |
| 1 | Jan. 7 | § Course Description and Syllabus
§ A Review of Marketing Principles § Introduction to Digital Marketing § IMC and Digital Marketing as a Component of the Firm’s Marketing Strategy |
Read class syllabus Chapter 1
Chapter 10 (pg. 336 – 355)
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Look through requirements for Report # 1 of the Digital Marketing Plan; ask any questions during class.
Form Groups during class; choose a company for your plan |
| 2 | Jan. 14 | § Developing a Digital Marketing Strategy
§ Online Research and Metrics: § Web Analytics (Google Analytics) § Social Media Analytics |
Chapter 9 and review Chapter 10
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Begin working with your group on Report #1 of the Digital Marketing Plan |
| 3 | Jan. 21 | E-commerce and websites:
§ Website goals and conversions § Website design § Website evaluations § E-commerce models § Online consumer behavior |
Readings posted on Blackboard and you are encouraged to do your own research to supplement them.
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In-class Assignment 1
Report #1 of the Digital Marketing Plan due through Blackboard; begin work on Report #2 |
| 4 | Jan. 28 | Search Engine Optimization:
§ On-site Optimization § Off-site Optimization § SEO Audit § SEO Competitive Analysis |
Chapter 2
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In-class Assignment 2
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| 5 | Feb. 4 | Paid Search Advertising (PPC):
§ Advertising Campaigns and Google AdWords (aka Google Ads) § Setting Campaign Goals § Setting up the Campaign § Managing the Campaign § Analyzing Results |
Chapter 3 | In-class Assignment 3
Report #2 of Digital Marketing Plan due thru Blackboard (today) |
| 6 | Feb. 11 | Online Advertising:
§ Digital Display Advertising § Remarketing § Native Advertising |
Chapter 4 | In-class Assignment 4
Individual Case study assignment reviewed– due to be handed in 3/3 |
| 7 | Feb. 18 | E-M ail and SMS Marketing:
§ Best Practices § Designing Effective E- mail Marketing Campaigns § Measuring Results |
Chapter 5 | In-class Assignment 5
Discuss Reflective paper due 3/24
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| 8 | Feb. 25 | Social Media Marketing:
§ Developing a Social Media Marketing Campaign § Social Media Advertising § Social Media Competitive Analysis |
Chapters 6 & 7
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In-class Assignment 6
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| 9 | Mar. 3 | Mobile Marketing and the Future of Digital Marketing
§ Mobile Web Design § Marketing for the Mobile § App Development § Future Trends in Digital Marketing |
Chapter 8
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In-class Assignment 7
Submit your assigned Individual Case Study (via Blackboard) before class. |
| 10 | Mar 10 | Team meetings for Digital Marketing Plan Reports and Presentations |
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§ Team Meetings
§ Online questions as part of final exam grade
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| 11 | Mar 17 | § Digital Marketing Reports |
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Final Digital Marketing Reports due online; presentations done in class today; online essay due today
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| 12 | Mar 24 | § Reflective Paper due online before class today |
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Reflective Presentations will be done in class today; paper due online before class. |
