Syllabus for DMA-740

DIGITAL MARKETING ANALYTICS


COURSE DESCRIPTION

Through relevant and applied business examples, Digital Marketing Analytics provides learners the opportunity to interpret, evaluate, and integrate digital marketing data. Students will learn to formulate and enact intelligent data-driven strategies and incorporate fundamental web marketing analytics into existing business practices. Core content will focus on identifying and understanding digital marketing metrics to gauge success of traditional, digital, interactive, and social media marketing efforts. Through an examination of available systems and relevant examples, learners will further their understanding of the digital value chain and how to capitalize on emerging trends.   

COURSE OBJECTIVES

After completing this course, you should be able to:

  1. Explain and illustrate core components and key concepts associated with digital marketing analytics.
  2. Evaluate tools and strategies for successfully integrating traditional, multi-channel, and digital marketing data into business practices.
  3. Discuss core metrics, integration systems, data providers and benchmarks associated with effective digital analytics.
  4. Analyze owned, earned, and purchased digital analytics to effectively understand consumer actions and marketing effectiveness.
  5. Interpret and integrate core search engine optimization/marketing analytics into decision-making procedures.
  6. Formulate and enact data-driven strategies for varied business types and marketing objectives.  

COURSE MATERIALS

You will need the following materials to do the work of the course. The required textbook is available from the College’s textbook supplier, MBS Direct.

Required Textbook

ISBN: 978-0-470-52939-3

Other Resources

COURSE STRUCTURE

Digital Marketing Analytics is a three-credit, eight-week online course, consisting of four (4) modules. Modules include an overview, topics, study materials, and activities. Module titles are listed below.

Consult the course Calendar for assignment due dates.

ASSESSMENT METHODS

For your formal work in the course, you are required to participate in online discussion forums, complete several types of written assignments, attend two synchronous events, and complete a final project. See below for details.

You will find Evaluation Rubrics for the discussion forums, five questions assignments, dashboard assignment, and case analysis in the Evaluation Rubrics area of the course site.

The final project has a checklist-type rubric included in with the project details.

Consult the course Calendar for assignment due dates.

Discussion Forums

You are required to participate in four (4) graded discussion forums.  Discussion forums are on a variety of topics associated with the courses modules. There is also an ungraded but required introduction forum in Module 1.

Written Assignments

Digital Marketing Analytics has several different types of written assignments, including a recurring “Five Questions” assignment. Directions for each assignment are provided within the module.

Cumulative Midterm Assignment

You are required to complete a cumulative midterm written assignment within module 2. It is actually a two-part assignment and consists of the first two sections of your final project.

Synchronous Events

Synchronous events will be held during modules 2 and 3 of the semester.  Students will connect with a webinar number (provided by your mentor) at a set time.  Your mentor will work with the class to propose a time that works best and accommodates the majority.  

*Mentors instructions for this activity are available in the instructor's resources area of the course Web site.

Final Project

The final project for this course requires students to identify and report on a current trend in digital analytics. This project will require learners to use what they have learned about digital analytics and trend identification to locate an analytics trend that they believe will serve an important role in industry.  Students will be required to write a 1500- to 2000-word professional report addressing the following topics:  trend overview, reach and scope, reported impacts, two illustrative examples, two direct applications, evaluation of these cases/applications, expert interview, business impacts, course content relationships, and what will be needed to maintain a competitive advantage.

A fuller description of the final project is available in the Final Project section of the course Web site. Note that you will submit the first two sections of this project as your cumulative midterm assignment.

GRADING AND EVALUATION

Your grade in the course will be determined as follows:

All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:

A

=

93–100

B–

=

80–82

A–

=

90–92

C+

=

78–79

B+

=

88–89

C

=

73–77

B

=

83–87

F

=

Below 73

To receive credit for the course, you must earn a letter grade of C or higher on the weighted average of all assigned course work (e.g., assignments, discussion postings, projects, etc.). Graduate students must maintain a B average overall to remain in good academic standing.

STRATEGIES FOR SUCCESS

First Steps to Success

To succeed in this course, take the following first steps:

Study Tips

Consider the following study tips for success:

ACADEMIC INTEGRITY

Students at Thomas Edison State College are expected to exhibit the highest level of academic citizenship. In particular, students are expected to read and follow all policies, procedures, and program information guidelines contained in publications; pursue their learning goals with honesty and integrity; demonstrate that they are progressing satisfactorily and in a timely fashion by meeting course deadlines and following outlined procedures; observe a code of mutual respect in dealing with mentors, staff, and other students; behave in a manner consistent with the standards and codes of the profession in which they are practicing; keep official records updated regarding changes in name, address, telephone number, or e-mail address; and meet financial obligations in a timely manner. Students not practicing good academic citizenship may be subject to disciplinary action including suspension, dismissal, or financial holds on records.

 

Academic Dishonesty

Thomas Edison State College expects all of its students to approach their education with academic integrity—the pursuit of scholarly activity free from fraud and deception. All mentors and administrative staff members at the College insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty can take the following forms:

Please refer to the Academic Code of Conduct Policy in the College Catalog and online at www.tesc.edu.

 

 

Plagiarism

Using someone else’s work as your own is plagiarism. Thomas Edison State College takes a strong stance against plagiarism, and students found to be plagiarizing will be severely penalized. If you copy phrases, sentences, paragraphs, or whole documents word-for-word—or if you paraphrase by changing a word here and there—without identifying the author, or without identifying it as a direct quote, then you are plagiarizing. Please keep in mind that this type of identification applies to Internet sources as well as to print-based sources. Copying and pasting from the Internet, without using quotation marks and without acknowledging sources, constitutes plagiarism. (For information about how to cite Internet sources, see Online Student Handbook > Academic Standards > “Citing Sources.”)

Accidentally copying the words and ideas of another writer does not excuse the charge of plagiarism. It is easy to jot down notes and ideas from many sources and then write your own paper without knowing which words are your own and which are someone else’s. It is more difficult to keep track of each and every source. However, the conscientious writer who wishes to avoid plagiarizing never fails to keep careful track of sources.

Always be aware that if you write without acknowledging the sources of your ideas, you run the risk of being charged with plagiarism.

Clearly, plagiarism, no matter the degree of intent to deceive, defeats the purpose of education. If you plagiarize deliberately, you are not educating yourself, and you are wasting your time on courses meant to improve your skills. If you plagiarize through carelessness, you are deceiving yourself.

For examples of unintentional plagiarism, advice on when to quote and when to paraphrase, and information about writing assistance and originality report checking, click the links provided below.

Examples of Unintentional Plagiarism 

When to Quote and When to Paraphrase

Writing Assistance at Smarthinking

Originality Report Checking at Turnitin

 

Disciplinary Process

First-time incidents of academic dishonesty concerning plagiarism may reflect ignorance of appropriate citation requirements. Mentors will make a good faith effort to address all first-time offenses that occur in courses. In these cases, the mentor may impose sanctions that serve as a learning exercise for the offender. These may include the completion of tutorials, assignment rewrites, or any other reasonable learning tool including a lower grade when appropriate. The mentor will notify the student by e-mail. Decisions about the sanctions applied for subsequent plagiarism offenses or other violations will be made by the appropriate dean’s office, with the advice of the mentor or staff person who reported the violation. The student will be notified via certified mail of the decision. Options for sanctions include:

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