Syllabus for MAR-441

MARKETING WITH DIGITAL AND SOCIAL MEDIA


COURSE DESCRIPTION

Technology has transformed the ways that marketers must approach operations, channels and customers. Marketing professionals must look beyond current e-business fads to understand the fundamentals that will distinguish marketing leaders in the future. The focus will be on using the internet for marketing, including how to drive new sales, and how to dovetail customer support and service activities.

Marketing with Digital and Social Media will examine the history of the internet, the basic technology involved in the architecture, the impact of technology on marketing, how to use the web as a marketing tool, how to determine and segment markets, how the Internet fits into an integrated marketing strategy, and how to apply these concepts to your present work, small business or future occupational needs. This course also explores the contribution of social media marketing and social media websites as they relate to the marketing efforts of businesses.

COURSE OBJECTIVES

After completing this course, you should be able to:

  1. Define and measure marketing opportunities in a changing technological environment.
  2. Research marketing opportunities and produce a SWOT analysis.
  3. Discuss e-marketing strategies and produce a strategic plan to market a specific product.
  4. Formulate design considerations for a marketing website including the marketing tactics that will be used and produce an implementation plan.
  5. Explores the contribution of social media marketing and social media websites as they relate to the marketing efforts of businesses.
  6. Forecast revenues and expenses needed to reach goals based on design and implementation schedules.
  7. Use performance metrics to measure forecasted revenues and expenses for an e-marketing initiative.

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

  1. E-Marketing, 6th ed., by Judy Strauss, and Raymond Frost (Upper Saddle River: Prentice Hall, 2012).  

ISBN-13: 978-0132147552

COURSE STRUCTURE

Marketing with Digital and Social Media is divided into six (6) modules, each focusing on a different aspect of e-marketing.  Modules include learning objectives, study materials, and activities. Module titles are listed below.

  1. Module 1: Introduction to the Internet and Marketing Overview

  1. Module 2: Internet User Characteristics & Measures

  1. Module 3: On-Line Research & Ethics

  1. Module 4: Targeting and Market Differentiation

  1. Module 5: Product, Price, Place, and Promotion (4Ps)

  1. Module 6: Web Site Design/Communications/Customer Relationship Management

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 and complete written assignments. See below for more details.

Consult the course Calendar for assignment due dates.

Discussion Forums

Marketing with Electronic Media has six (6) graded online discussions, each focusing on a different subject. There is also an ungraded but required discussion in Module 1 titled "Introductions."

Communication among fellow students and with the mentor is a critical component of online learning. Participation in online discussions involves two distinct activities: an initial response to a posted question (discussion thread) and subsequent comments on classmates' responses. Meaningful participation is relevant to the content, adds value, and advances the discussion. Comments such as "I agree" and "ditto" are not considered value-adding participation. Therefore, when you agree or disagree with a classmate, the reading, or your mentor, state and support your agreement or disagreement. You will be evaluated on the quality and quantity of your participation. Responses and comments should be properly proofread and edited, professional, and respectful.

Written Assignments

There are a total of six (6) written assignments that you must submit for this course.

Five of the written assignments are part of a term project consisting of five parts that you will submit separately in modules 1, 2, 4, 5 and 6. This project is worth 40% of your final grade.

The other written assignment that you must submit is a short paper in module 3. This paper is worth 30% of your final grade, and will be evaluated as follows:

  1. 5% for proper APA formatting, spelling, grammar, and citations.
  2. 15% for proper application of terms and concepts from the course and textbook material.
  3. 10% for original thought and ability to apply concepts and terminology from the course materials.

For details about the individual assignments that make up the term project go to the individual modules on the course Web site.

Prepare your written assignments using whatever word processing program you have on your computer. Include your name at the top of the paper, as well as the course name and code and the semester and year in which you are enrolled.

Before submitting your first assignment, check with your mentor to determine whether your word processing software is compatible with your mentor's software. If so, you can submit your work as you prepared it. If not, save your assignment as a rich-text (.rtf) file, using the Save As command of your software program. Rich text retains basic formatting and can be read by any other word processing program.

When satisfied that your assignment represents your best work, submit it to your mentor.

GRADING AND EVALUATION

Your grade in the course will be determined as follows:

  1. Online discussions (6)—30 percent
  2. Written assignments (6)
  1. Short Paper—20 percent
  2. Term Project Part 1—10 percent
  3. Term Project Part 2—10 percent
  4. Term Project Part 3—10 percent
  5. Term Project Part 4—10 percent
  6. Term Project Part 5—10 percent

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

C+

=

78–79

A–

=

90–92

C

=

73–77

B+

=

88–89

C–

=

70–72

B

=

83–87

D

=

60–69

B–

=

80–82

F

=

Below 60

To receive credit for the course, you must earn a letter grade of C or better (for an area of study course) or D or better (for a nonarea of study course), based on the weighted average of all assigned course work (e.g., exams, assignments, discussion postings, etc.).

STRATEGIES FOR SUCCESS

First Steps to Success

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

  1. Read carefully the entire Syllabus, making sure that all aspects of the course are clear to you and that you have all the materials required for the course.

  1. Take the time to read the entire Online Student Handbook. The Handbook answers many questions about how to proceed through the course, how to schedule exams, and how to get the most from your educational experience at Thomas Edison State College.

  1. Arrange to take your examination(s) by following the instructions in this Syllabus and the Online Student Handbook.

  1. Familiarize yourself with the learning management systems environment—how to navigate it and what the various course areas contain. If you know what to expect as you navigate the course, you can better pace yourself and complete the work on time.

  1. If you are not familiar with Web-based learning be sure to review the processes for posting responses online and submitting assignments before class begins.

Study Tips

Consider the following study tips for success:

  1. To stay on track throughout the course, begin each week by consulting the course Calendar. The Calendar provides an overview of the course and indicates due dates for submitting assignments, posting discussions, and scheduling and taking examinations.

  1. Check Announcements regularly for new course information.

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 takes the following forms:

  1. Cheating
  2. Plagiarizing (including copying and pasting from the Internet without using quotation marks and without acknowledging sources)
  3. Fabricating information or citations
  4. Facilitating acts of dishonesty by others
  5. Unauthorized access to examinations or the use of unauthorized materials during exam administration
  6. Submitting the work of another person or work previously used without informing the mentor
  7. Tampering with the academic work of other students

Academic dishonesty will result in disciplinary action and possible dismissal from the College. Students who submit papers that are found to be plagiarized will receive an F on the plagiarized assignment, may receive a grade of F for the course, and may face dismissal from the College.

A student who is charged with academic dishonesty will be given oral or written notice of the charge. If a mentor or College official believes the infraction is serious enough to warrant referral of the case to the academic dean, or if the mentor awards a final grade of F in the course because of the infraction, the student and the mentor will be afforded formal due process.

If a student is found cheating or using unauthorized materials on an examination, he or she will automatically receive a grade of F on that examination. Students who believe they have been falsely accused of academic dishonesty should seek redress through informal discussions with the mentor, through the office of the dean, or through an executive officer of Thomas Edison State College.

Plagiarism

Using someone else's work as your own is plagiarism. Although it may seem like simple dishonesty, plagiarism is against the law. 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, 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.

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