INSTRUCTOR AND CLASS INFORMATION

CL A S S  M EETI N G  TI M E S :

MKT G  3 1 1 - 001  M ondays  5: 30  p . m .  –  8: 00  p . m .   EST .  i n   Ko god  T 61    MKT G  3 1 1 - 002  T hursdays  5: 30  p . m .  –   8: 00  p . m .  EST .  i n   Ko god  T 61

FA C U LTY  NAME :  Dr .  W right

LIN K  TO   FA C U LTY   B IO :   https://www.american.edu/kogod/faculty/bwright.cfm E - MA I L :  b w right@ am e ri can . e du

OF F I C E   L OC AT I ON :   K S B   T 26

PHON E :  202 - 885 - 1834

OF F I C E  HOU RS :  by  appoi ntm e nt

TEACHING ASSISTANT: Lily Cohen – [email protected]

COURSE DESCRIPTION

This course focuses on the business of digital marketing. Specifically, the course covers a range of digital marketing channels, emerging technologies, and digital strategies used by marketers and organizations   today. The course includes discussions and practical activities on concepts such as search engine optimization, social media marketing, paid advertising, mobile marketing, and marketing analytics (e.g., quantitative approaches used by digital marketers). Using a variety of activities and practical tools, students gain an understanding of using digital marketing to achieve marketing goals.

Course Prerequisite: MKTG-300 or MKTG-250.

COURSE LEARNING OUTCOMES

At the end of this course, students will be able to:

. Provide insight about and experience with current and emerging digital marketing technologies;

. Have knowledge about various opportunities for strategically implementing digital, social, and mobile media into business practices and research;

. Connect theory and application of digital marketing and the strategic decisions made prior to the implementation of digital, social media, and mobile technologies;

. Navigate the evolving industry of digital marketing by qualitatively and quantitatively evaluating the marketing impact of digital marketing efforts.

COURSE REQUIREMENTS, STRUCTURE, AND EXPECTATIONS

Expectations for performance in a hybrid course are the same as those for a traditional course. In fact,

online course participation requires a degree of self-motivation, self-discipline, and technology skills that can make these courses more demanding for some students. It is expected that you to use all available

resources to ensure your success.

STRUCTURE

This course provides a hybrid learning experience and is scheduled to run for the semester face-to-face with potential sessions online. Students should review the assigned materials in advance of class to

enable informed and active participation. Students should come to class sessions prepared to engage in a discourse and ask any questions they have on the material for the week. Class sessions will also be

used to engage in digital marketing-related activities, discussions, and coursework.

STUDENT EXPECTATIONS

Students are expected to:

.     Review the syllabus and all relevant University policies

.     Review and follow the course schedule

.    Submit all assignments by the deadline (all deadlines based on Eastern Time).

COURSE POLICIES

Attendance – All students are expected to attend every class meeting when meeting virtually and in

person. As in the business world, you are responsible for your decision to/not to attend class. However,  the only excused absences are serious illness, hospitalization of a family member, mandatory university- related trips, and observance of a religious holy day – you will need to provide proper paperwork and

documented notice for these absences ahead of time. In-class exercises/activities are factored into the

course contribution grade and cannot be made up; you must be in class to participate in them. Online assignments must be completed on time by all students; no make-ups and/or late work will be

permitted. Some sessions such as exams, presentation days, technology tutorials, and guest speaker days will be considered mandatory attendance.

Use of Technology – With the increasing use of technology, the need for the responsible use of such    technology has likewise increased. Within the classroom (virtual or in person), any technology used by

students (i.e., laptop computers) should only relate to the specific course and should not be

disruptive/distracting to oneself, one’s peers, or faculty. Therefore, in-class use of technology will be strictly limited to use directly connected with work associated with the course (i.e., no in-class web    surfing, emailing, texting, Snapchatting, Insta-storying, etc.). Use of cellphones during class time is

strictly prohibited. Abuse of technology will result in loss of course contribution grades and removal from course sessions.

Announcements – Course updates/announcements will be sent via Canvas. If the email address used by AU in the Canvas system is not the address you check regularly, it is your responsibility to have emails at that address forwarded to your regularly checked address. Each student should make sure that his or her university email address used by Canvas is operational and check for announcements/emails daily.

Email – As with any class, you will have some questions. Most of your questions are likely to be answered if you try the “three before me” rule:

1. Check the syllabus

2. Check Canvas/Email

3. Ask a classmate

If you still cannot find the answer after doing the three things above, then please contact me via email. All students will be expected to send professional and carefully crafted emails including pertinent information in the subject line: course name, number and section, and nature of message (e.g., MKTG 311 – Analytics Assignment Question). The body of all emails should begin and end with a complete   salutation (e.g., Hello Professor Wright). Emails with typos, missing salutation and information,

and/or poorly constructed content will not be tolerated.

Assignments – Unless otherwise communicated, assignments are due via Canvas (typed, size 12 Times New Roman font) before the start of the assigned class. Late assignments will not be accepted, so students need to submit assignments on time and be in class during assignment days (when applicable).

Extra Credit – No extra credit will be offered. No last-minute email will change this policy J.

COURSE GRADE DETERMINATION

Course Learning Component                    Weight

Total                                                     125 points

Grading Scale

EXAMINATIONS

The exams and quizzes will be comprised of multiple choice, true/false, and/or short answer    questions. Each exam consists of questions covering the material in the course notes/lectures, readings, videos (if applicable), cases (if applicable), and supplemental information (e.g.,

handouts). The exams are not cumulative. Please note that exams are not “open” - you are not to look at any class resources/content, the Internet, or confer with classmates during exams.

During each exam, students may not use any resources (i.e., notes, textbook, PPT's, readings, etc.), the Internet, or consult with anyone while taking this exam, and will not share any

information about the exam. Any violation of these instructions will be handled via the AU Academic Integrity guidelines and protocols.

DEPARTMENT POLICY FOR MAKEUP EXAMS

Makeup exams will be allowed in only the following instances.

(1) Students who have registered with the Academic Support and Access Center and have an approved accommodation that allows for flexibility in attendance, provided the student notifies the professor by email in advance of the scheduled time for the exam to begin. The professor may request that the

student’s ASAC counselor confirm that the need for rescheduling is a direct result of the student’s disability.

(2) If you cannot attend the exam because of the observance of an approved religious holiday as

outlined in the Undergraduate Academic Regulations, you must notify your professor at least one week prior to the initially scheduled exam date.

(3) If you have a direct AU class conflict, you must notify your professor in writing and provide documentation at least one week prior to the initially scheduled exam date.

(4) If you are participating in an AU athletic team event or other AU-sanctioned activity that occurs

during the exam time or that requires travel during the exam time, you must notify your instructor in

writing (email) and provide documentation at least one week prior to the initially scheduled exam date.

(5) If you cannot attend an exam because of a documented serious illness that arises unexpectedly or a

serious and unexpected event (e.g., death in your immediate family), you must notify both your

professor and the Dean of Students Office in writing before the exam date (email will suffice as your  initial notification: [email protected]). These special circumstances will be reviewed by the Dean of Students Office and handled on a case-by-case basis.

Additional make-up exams and quizzes outside of these categories are not available. Students who are aware of conflicts, or should have known of schedule conflicts, and do not make

arrangements to take a make-up exam will receive a score of zero for the exam.

SHARING OF COURSE CONTENT

To supplement the classroom experience, lectures may be audio or video recorded by faculty and made available to students registered for this class. Faculty may record classroom lectures or discussions for pedagogical use, future student reference, or to meet the accommodation needs of students with a documented disability. These recordings are limited to personal use and may not be distributed, sold, or posted on social media outlets without written permission of the instructor.

Unauthorized downloading, file sharing, or distribution of any course materials, or using information for purposes other than a student’s own learning, may be deemed a violation of American University’s

Student Conduct Code and subject to disciplinary action (see Student Conduct Code VI. Prohibited Conduct).

TEXTBOOKS AND MATERIALS

Readings can be found via Course Schedule links and on Canvas. There is no traditional textbook required for this course.

ASSIGNMENTS AND ASSESSMENTS OVERVIEW

Assignments

These will be discussed in class and more information will be distributed. Due dates can be found in the course schedule – no late assignments will be accepted.

Google Analytics Certification

Students will complete the Google Analytics coursework offered by Google and take the Analytics certification test via the Google platform. More information will be shared during the semester.

Digital Marketing Campaign Plan

This capstone project will include evaluating and creating a digital marketing campaign plan for a company. More information will be distributed in class.

Course Contribution

A large part of this course will be in-class discussions based on assigned readings and material and all

students are expected to be actively engaged during these discussions (i.e., not texting, surfing the

internet/social media, daydreaming, sleeping, etc.). Some weeks, discussion boards will open and reflect questions/prompts/case studies based on the assigned chapters/reading. Students are expected to

complete all assigned readings before posting to the discussion boards – due dates can be found in the    course schedule. Additionally, we will run live sessions on a consistent basis while classes are online, and all students are expected to attend and be engaged during the sessions. Students are expected to come   to every class meeting on time and prepared (i.e., complete all assigned readings before coming to class  and spend time thinking about the concepts and applications before we meet). Simply coming to class

will not result in a full contribution grade. Below is a breakdown of attendance/contribution scores.

[100%] Outstanding: Contributions in class consistently reflect exceptional preparation. Ideas offered

are always substantive and provide one or more major insight(s) as well as a fruitful direction for the

class. Arguments/talking points are well substantiated and persuasively presented. All postings, done on time, are done extremely professionally, without any writing issues, and/or go well beyond the

expectation/guidelines, overall being of the highest quality in the class. If this person were not a member of the class, the quality of the discussions would be diminished significantly.

[90%] Very Good: Consistent contributions in class reflect thorough preparation. Ideas offered are most frequently substantive, provide good insights, and a fruitful direction for the class. Arguments/talking points are well substantiated and are often persuasive. All discussion postings, completed on time, are done very well, without any writing issues, and/or go beyond the expectation/guidelines listed. If this person were not a member of the class, the quality of the discussions would be diminished considerably.

[80%] Good: Contributions in class, though not consistent, reflect thorough preparation. Ideas offered are usually substantive, provide good insights, and sometimes a fruitful direction for the class.

Arguments/talking points, when presented, are generally well substantiated and are often persuasive.

Postings, completed on time, are done well, with only minor writing issues, and/or meet the    expectation/guidelines listed. If this person were not a member of the class, the quality of the discussions would be diminished.

[70%] Adequate: Contributions in class reflect satisfactory preparation. Ideas offered are sometimes

substantive, provide generally useful insights, but seldom offer a major new direction for the discussion. Arguments/talking points are sometimes presented and are fairly well substantiated and sometimes persuasive. Postings, completed mostly on time, are done adequately, with some minor writing issues, and/or are slightly below the expectation/guidelines listed. If this person were not a member of the      class, the quality of the discussions would be slightly diminished.

[50%] Limited: This person has contributed little to class discussion, so there is a limited basis for evaluation with minimal arguments/talking points presented. Postings, not completed on time, are done poorly, with major writing issues, and/or do not meet the expectation/guidelines listed. If this person were not a member of the class, the quality of the discussions would be minimally affected.

[0%] Non-participant: This person has contributed nothing in this class to date, so there is no adequate  basis for evaluation. If this person were not a class member, the quality of the discussions would not be changed.

BUSINESS NETIQUETTE

The term "Netiquette" refers to the etiquette guidelines for electronic communications, such as e-mail and discussion forum postings. Netiquette covers not only rules to maintain civility in discussions but

also special guidelines unique to the electronic nature of forum messages. Please review Virginia Shea's   The Core Rules of Netiquette for general guidelines that should be followed when communicating in this course.

Technical Requirements

Browser Information: For best performance, Canvas should be used on the current or first previous

major release of either the Chrome or Firefox web browsers instead of Safari or Internet Explorer. Some multimedia objects will require you to enable third-party cookies in order to play them.

Canvas only requires an operating system that can run the latest compatible web browsers. Your

computer operating system should be kept up to date with the latest recommended security updates and upgrades.

For more information, please see the Canvas Community's information on browser compatibility.

Canvas Course Access:  This online learning course uses technology created by Canvas, a leading

provider of Internet infrastructure software for online education. The minimum technical requirements needed to participate in a Canvas course are available on the AU website. Participants will use their AU  account to log in at https://canvas.american.edu.