General Information

About the professor

Course description

Teaching Format: 

The course includes a 1-hour lecture and a 2-hour discussion and presentations by students each week. The lectures provide students with a systematic e-marketing framework concept in the new digital era. The concept will then be compared and contrasted with traditional marketing. The discussion sessions introduce new media tools and demonstrate the application of the tools in the business marketplace by the students and in combination with live experiences.  Lastly, a customer oriented project will be implemented by students using new media technology.   

Bibliography

Bibliography:

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Key Dates

The course Week by week

Weeks

Week 1. The digital marketing landscape »
Week 2. Search marketing »
Week 3. Email marketing » Mini-project #1 - Targeted Email
Week 4. Display advertising  and Partial Exam
Week 5. Affiliate marketing » Mini Project #2 - E-Zines and Newsletters
Week 6. Online PR » Mini Project #3 - Classified Advertising
Week 7. Emerging digital media » Mini Project #4 - Display/Banner Advertising
Week 8. Understanding the digital customer  and Partial Exam
Week 9. Planning and integrating digital campaigns » Mini-project #5 - Affiliate Programs
Week 10. Data management and database applications »
Week 11. Principles of website design: customer experience and usability » Mini Project #6 - Web Design/Hosting
Week 12. Planning and managing website development and Partial Exam
Week 13. Producing great digital creative »
Week 14. Regulation, permission and codes of practice »
Week 15. Optimising your digital marketing » Mini Project #7 - Search Engine Placement

Week 16. Final Project presentations >  Online Marketing Plan

Week 17. Final Exam

Week 1. The digital marketing landscape

Learning outcome

To assess the relevance of digital marketing to an organisation and its markets.

Competencies developed

·         Distinguish between different applications of digital marketing

·         Evaluate the impact and opportunities of online communications

·         Assess the risks of implementing digital marketing programmes

Topics

·         Defining digital marketing and its role

·         The scope of digital marketing - a review of key channels

·         The digital media landscape - key trends emerging

·         The impact of digital marketing on businesses

·         How significant is digital marketing?

·         Differences and similarities between digital marketing and traditional marketing communications

Week 2. Search marketing

Learning outcome

To learn about the SEM channel and techniques for implementing both paid and natural search engine marketing campaigns.

Competencies developed

·         Ability to plan, execute, measure and budget for SEM

Topics

·         Characteristics of digital marketing communications

·         Online buyer behaviour

·         Using digital marketing communications to support acquisition

·         Traffic building tools

·         Objective setting and budgeting for online customer acquisition

·         Strategies for customer acquisition online

·         Legal issues in online customer acquisition

·         Technology infrastructure to support online customer acquisition

Week 3. Email marketing

Learning outcome

An understanding of the relevant technologies, marketing applications and regulatory controls needed to deliver results from email marketing.

Competencies developed

·         Ability to plan, execute, measure and budget for effective email marketing campaigns

·         A clearer perception of the commercial and marketing applications of email

Topics

·         The basics of email marketing - trends, stats and message formats

·         Deliverability - the biggest threat to email marketers

·         Permission marketing - what is it and how does it work?

·         Acquiring email data - registration processes, third-party lists and other opportunities

·         Testing email for continuous campaign improvement

·         Personalisation in email using dynamic campaign management tools

·         Viral marketing campaigns - the two key approaches and key considerations

·         Really Simple Syndication - the role of RSS within the email channel

·         Email measurement - key metrics

Week 4. Display advertising

Learning outcome

An understanding of online advertising, formats, technologies, ad-servers and media buying models together with controls needed to effectively deliver results from the display ad channel.

Competencies developed

·         Ability to plan, execute, measure and budget for effective online advertising activity

Topics

·         The display advertising market - key players, trends and challenges in this channel

·         Ad formats - a review of types, sizes, creative opportunities, limitations etc

·         Key considerations for online advertising

·         Managing inventory: Impressions and discrepancy rates

·         Targeting opportunities: Geo, Day-parting, Bandwidth etc

·         Creative, offer and media optimisation opportunities

·         Developing and executing an online ad campaign

·         The role of the media agency and how to brief them

·         Channel and placement selection

·         How to read and critique a media strategy and media plan

·         Ad-serving and tracking considerations

·         Behavioural targeting and real-time optimisation / decisioning

·         Budgeting - publisher costs and agency remuneration models

·         Measuring online advertising - beyond the CTR

Week 5. Affiliate marketing

Learning outcome

An understanding of the affiliate channel, technologies, remuneration models and controls needed to effectively deliver results from an affiliate marketing programme.

Competencies developed

·         Ability to plan, execute, measure and budget for effective affiliate marketing activity

Topics

·         The affiliate marketing model - an analysis of how it works

·         Developing and executing an affiliate marketing strategy

·         The key components of an affiliate marketing programme

·         Supplier considerations

·         Budgeting for affiliate - networks costs and remuneration models

·         Measuring affiliate marketing's contribution to campaign, site and financial performance

Week 6. Online PR

Learning outcome

An understanding of how the digital environment changes the nature of traditional PR practices and why online PR should become part of your digital communications strategy.

Competencies developed

·         How to plan, integrate and execute online PR activities within your digital marketing and traditional PR plans

Topics

·         Why online PR should feature in your communications plan

·         Reputation management

·         Strategies for integrating online and offline PR

·         How to assess the online PR capability of your organisation or a PR agency

·         Tools and techniques for online PR

·         Social media monitoring

·         Online newswires and feeds / RSS

·         Blogs and Peer-2-Peer community sites

·         Virtual worlds (Second Life and Social Networks)

·         Using PR to drive search traffic

·         Developing an effective media relations section on your website

Week 7. Emerging digital media

Learning outcome

An understanding of some of the emerging digital marketing opportunities and how today's marketers can embrace them to deliver greater marketing effectiveness.

Competencies developed

·         Ability to assess the opportunities, plan, execute, measure and budget for tomorrow's digital world

Topics

·         What is Social Media?

·         Monitoring social media and managing brand reputation

·         The advantages and disadvantages of the corporate blog

·         The corporate blog code of practice

·         Integrating digital print into your personalisation programme

·         Digital TV and Radio - an overview of these channels and opportunities within them

·         Mobile

·         Budgeting for some of the emerging channels

·         Measuring emerging media's return on investment and value to your organisation

Week 8. Understanding the digital customer

Learning outcome

To understand research approaches to determine the characteristics and buyer behaviour of consumers using new media.

Competencies developed

·         Learn about the various sources of data and information on the digital customer

·         Assess the different ways and approaches to carrying out customer research including quantitative and qualitative surveys

·         Review the data available from third-party information suppliers

·         Describe the basics on web analytics and systems

Topics

·         Introduction

·         Sources of data on the digital customer (HitWise, comScore demos)

·         Using surveys

·         Observational research - click-tracking, heat-mapping and more

·         Third-party data sources

·         Site centric systems

Week 9. Planning and integrating digital campaigns

Learning outcome

To define a structured approach to planning for digital marketing and to understand the key planning differences between acquisition and retention marketing.

Competencies developed

·         Define the benefits of an annual digital marketing plan

·         Assess the relevance of different forms of digital marketing planning

·         Create an annual digital marketing plan

·         Develop a process of continuous improvement in digital marketing

Topics

·         Writing the digital marketing plan - key approaches and elements

·         Different forms of digital marketing planning

·         The digital marketing planning process (general, acquisition-led, retention-led and brand)

·         Strategy formulation - what's the big idea? How to develop winning propositions

·         Situation analysis - research and insight

·         Objective setting - how to develop 'SMART' objectives

·         Implementing your digital marketing plan - key considerations

·         Budgeting for digital - what should things cost?

·         Developing return on investment models (LTV, RFM etc)

·         Suppliers - benchmarking and evaluating suppliers

·         Measuring digital marketing - key tools and metrics

Week 10. Data management and database applications

Learning outcome

Data drives digital marketing. The outcome is to appreciate the major issues in collecting, managing, storing and using customer data within digital marketing.

Competencies developed

·         Understand the complexities of customer contact and behavioural data

·         Understand how that data should be stored and the implications when it is not integrated

·         Understand how that data can drive more customised communications through segmentation and profiling

Topics

·         What is data driven marketing?

·         Data and data quality management

·         Databases and channel integration

·         Profiling, segmentation and targeting

·         Data mining and data modeling

Week 11. Principles of website design: customer experience and usability

Learning outcome

Understand the different facets of web design needed to create an effective customer experience and business returns for different types of organisation.

Competencies developed

·         To apply the principles of effective website design for marketing

·         To develop a brief for website creation and enhancement

·         Review agency creative for a company site or campaign micro site

Topics

·         Alternative approaches to website design

·         Usability and accessibility

·         Researching your site visitors

Week 12. Planning and managing website development

Learning outcome

Understand the technologies and user-centred design processes needed to successful websites.

Competencies developed

·         To review the relevance of new web design innovations and standards

·         To review contracts for website creation and enhancement

Topics

·         The role of the website

·         Planning and briefing web projects - internal stakeholders and selecting / briefing external partners

·         The project plan - key elements to be included

·         Web technologies - CMS, XHMTL, CSS, mash-ups, XML feeds, AJAX etc., video streaming and rich media

·         Information architecture - planning customer journeys

·         Principles of effective website design: content, page layout, style sheets and navigational tools

·         Copywriting for the web

·         Wireframes - testing and implementing website designs

·         Budgeting for web projects

Week 13. Producing great digital creative

Learning outcome

To understand approaches to creativity and design needed to produce effective creative.

Competencies developed

·         Understanding what makes effective online creative

·         Understanding the processes by which creative concepts are produced, amended, approved and produced

·         Understanding the principles of creative evaluation

Topics

·         What makes great online creative

·         Harnessing the unique features of digital media

·         The creative brief for digital media

·         Generating advertising ideas

·         The different formats of digital advertising

·         How online creative execution can support brand building

·         The integration of online and offline

·         Judging creative ideas

·         Production issues

·         Awards

Week 14. Regulation, permission and codes of practice

Learning outcome

To understand all aspects of law affecting digital marketers and digital marketing campaigns.

Competencies developed

·         The various legislation affecting today's digital marketer

·         How to integrate these into your digital marketing plans / campaigns

Topics

·         An overview of today's online legal environment - key legislation affecting digital marketing

·         Intellectual Property Rights - how to protect your assets online

·         Data Protection - everything you need to know about protecting customer data

·         European Directives - the Communications Act, Distance Selling Directive etc

·         Digital signatures

·         Global trading perspectives

·         Domain names and registered trademarks (TM) online

·         Social media and the law - what are the implications of Wikis, blogs, peer-2-peer communities etc?

Week 15. Optimising your digital marketing

Learning outcome

Assess approaches for marketing optimisation and automation using digital technologies.

Competencies developed

·         Evaluate the relevance of new marketing technologies

·         Identify digital marketing performance metrics

·         Devise digital marketing performance processes

Topics

·         Things affecting digital marketing performance

·         Web analytics - what are the options and their respective benefits?

·         Key digital marketing metrics - from objectives to analysis

·         Using results to optimise and personalise communications

·         Real-time optimisation and behavioural targeting

Policy

Evaluation criteria

Assessment will be evaluated based on the following components:

1        Presentations by students       (7)          20pts **

2        Online Campaign Project 

odocumentation                          10pts

o presentation                             10pts

3        3 partial exams                                    30pts *10 each

4        Final Exam                                          20pts  

5        Cass attendance & participation            10pts

Attendance

ü          No late attedancy more than 15 mins. Please don´t knock and enter.

ü          No early dismissal alter mid break

ü          Absenty limit is 2 sessions. With more than 83% grade alter 3 midterm exams, the student is allowed an extra session absenty

ü          No missing sessions are justifyable

ü          There is no late Attendance.

Exams and homework

ü          All homework or case solving is deliverable via email unless otherwise stated

ü          No need to ask for extra examinations out of date.

• ** These are your presentations for each class

• Mini-Projects
  For the following course projects, you must have a product or service in mind to hypothetically sell online. Within the first week to ten days of the course determine what that fictitious product/service will be and contact me with the information.
  
  Mini-project #1 - Targeted Email
  Utilize the Internet to locate a vendor of opt-in email addresses. Describe your fictitious product/service and get information & costs for appropriate email lists. Prepare a 1/2 to 1 page report detailing what you found. Be sure to discuss issues related to targeting your intended market. Share your insights with fellow students.
  
  Mini Project #2 - E-Zines and Newsletters
  Subscribe to at least one online newsletter that is appropriate to your hypothetical product/service. Read & follow that E-zine for at least 4 weeks. Derive from your experience what you think is good/bad, useful, not beneficial about that e-zine. Write a 1-2 page report on the use of e-zines as a viable online marketing tool.
  
  Mini Project #3 - Classified Advertising
  Locate a source of free or paid classified advertising that would be appropriate to your hypothetical project. Contact the advertising source to get costs and demographic/psychographic information about the circulation. Prepare an approximately 1 page report profiling the details. Share your findings with class members.
  
  Mini Project #4 - Display/Banner Advertising
  Locate a source of either display or banner advertising that would be appropriate to your hypothetical project. Contact the advertising source to get costs and demographic/psychographic information about the circulation. Prepare an approximately 1-2 page report profiling the details. Share your findings with class members.
  
  Mini-project #5 - Affiliate Programs
  Search for affiliate programs on the Internet. Collect data on how the program works, how one is compensated for participating, etc. Consider how that affiliate program would integrate with your business idea. Prepare an approximately 1 page report profiling the details. Share your findings with class members.
  
  Mini Project #6 - Web Design/Hosting
  Locate a source of web design and hosting. These can be separate entities or part of the same company. Contact the company to get costs for both web design and hosting services. Prepare an approximately 1-2 page report profiling the details. Share your findings with class members.
  
  Mini Project #7 - Search Engine Placement
  Utilize the Internet to locate information on free and fee-based search engine placement on 3 or 4 popular search engines. Prepare an approximately 1-2 page report profiling how the process works and the various details. Share your findings with class members.
  
  Final project: Online Marketing Plan
  Utilizing all of the information you gathered from your mini-projects and the course, prepare a complete marketing plan for your fictitious product or service. Make sure to describe the target market, the appropriate media, and develop both budgets and projections of return based on your plan. Essentially, you should be able to “weave together” principal/selected information garnered from the mini-projects into a comprehensive online marketing plan.