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MKT 350 : Digital Marketing and Communication in a Global Environment

Course Description

This course takes an in-depth look at social networks, social media platforms and digital marketing in a global world that is driven by business innovation and entrepreneurship. The course will equip students with the relevant knowledge, perspectives, and practical skills required to develop digital marketing strategies that leverage social interactions in a global world.

Prerequisites

  • MKT 220: Principles of Marketing
  • ENG 101: English Composition 1
  • ENG 102: English Composition 2

Student Learning Outcomes (SLOs)

Students who successfully complete this course will be able to:

  1. Discuss the various aspect of digital marketing, branding and marketing analytics.
  2. Explain the basic consumer affects, cognitive and behavioral concepts.
  3. Compare and contrast traditional marketing with digital media processes/concepts.
  4. Discuss the possible ethical, moral and social issues related to digital marketing and its effects on a global economy.
  5. Analyze marketing data to design a marketing campaign.
  6. Examine various types of marketing campaigns for managing a successful campaign.
  7. Research careers in marketing (marketing management, sales management, etc.).
  8. Develop a global marketing communication strategy that integrates social media, World Wide Web and other media resources.

General Education Outcomes (GEOs)

Please check the applicable GEOs for this course, if any, by outcomes at GEO Category Search, or by subject area at GEO Discipline Search.

Course Activities and Grading

Assignments

Weight

Discussion

25%

Midterm Exam (Week 4)

15%

Final Exam (Week 8)

30%

Assignments

30%

Total

100%

Required Textbooks

Available through Charter Oak's online bookstore

  • Greenberg, Eric and Alexander Kates. Strategic Digital Martketing: Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment. 1st edition. McGraw-Hill Publishing, 2014. ISBN-13: 9780071819503
  • Macy, Beverly and Teri Thompson. The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World. McGraw-Hill Publishing, 2010. ISBN-10: 0071752633 or ISBN-13: 9780071752633

Additional Resources

  • Week 1
    • Smith, KT 2011, 'Digital marketing strategies that Millennials find appealing, motivating, or just annoying', Journal Of Strategic Marketing, 19, 6, pp. 489-499, Business Source Premier, EBSCOhost, viewed 15 November 2015.
  • Week 2
    • Ling, K 2012, '10 Minutes With David Edelman', Marketing News, 46, 2, pp. 25-30, Business Source Premier, EBSCOhost, viewed 15 November 2015.
    • FULGONI, G, & LELLA, A 2014, 'Is Your Digital Marketing Strategy In Sync with Latino-User Behavior?', Journal Of Advertising Research, 54, 3, pp. 255-258, Business Source Premier, EBSCOhost, viewed 15 November 2015.
  • Week 3
    • Edelman, DC 2010, 'Branding in The Digital Age', Harvard Business Review, 88, 12, pp. 62-69, Business Source Premier, EBSCOhost, viewed 15 November 2015.
  • Week 4
    • PECK, GA 2012, 'TOP Digital Marketing Strategies', Editor & Publisher, 145, 3, pp. 51-53, Business Source Premier, EBSCOhost, viewed 15 November 2015.
  • Week 5
    • FEINGOLD, J 2015, 'Meeting Customers Where They Are', ABA Banking Journal, 107, 3, pp. 28-30, Business Source Premier, EBSCOhost, viewed 15 November 2015.
  • Week 6
    • Holt D, Quelch J, Taylor E. How Global Brands Compete. Harvard Business Review [serial online]. September 2004;82(9):68-75. Available from: Business Source Premier, Ipswich, MA. Accessed November 15, 2015.
  • Week 7
    • LOPRESTI, MICHAEL J. "Overcoming the Challenges of Calculating Digital Marketing ROI." Econtent 37, no. 6 (July 2014): 6-10. Business Source Premier, EBSCOhost (accessed November 15, 2015).
  • Week 8
    • De Swaan Arons, Marc, Frank van den Driest, and Keith Weed. 2014. "The Ultimate Marketing Machine." Harvard Business Review 92, no. 7/8: 54-63. Business Source Premier, EBSCOhost (accessed November 15, 2015).

Course Schedule

Week

SLOs

Readings and Exercises

Assignments

1

2

Topic: Digital Marketing - The New Paradigm and Modern Consumer

  • Readings:
    • Strategic Digital Marketing - Chapter 1
    • The Power of Real-Time Social Media Marketing - Chapter 1
    • Smith, KT 2011, 'Digital marketing strategies that Millennials find appealing, motivating, or just annoying', Journal of Strategic Marketing, 19, 6, pp. 489-499
  • Read assigned material
  • Participate in the Discussions
  • Review the Lecture material
  • Submit Week 1 Assignment - Create a visual map that documents the social networks and media as well as ways that we access it. Also note social media sources that are based in other regions of the world.

2

5

Topic: From Traditional Communication to the New Digital Ecosystem

  • Readings:
    • Strategic Digital Marketing - Chapter 2
    • The Power of Real-Time Social Media Marketing - Chapter 2
    • Ling, K 2012, '10 Minutes With David Edelman', Marketing News, 46, 2, pp. 25-30
    • FULGONI, G, & LELLA, A 2014, 'Is Your Digital Marketing Strategy In Sync with Latino-User Behavior?', Journal of Advertising Research, 54, 3, pp. 255-258
  • Read assigned material
  • Participate in the Discussions
  • Review the Lecture material
  • Submit Week 2 Assignment - Create a digital marketing strategy for an existing product using the framework outlined in your text. This should be no more than 2-3 pages.

3

3

Topic: Understanding the Digital Marketing Channels

  • Readings:
    • Strategic Digital Marketing - Chapter 3
    • The Power of Real-Time Social Media Marketing - Chapter 3
    • Article: Edelman, DC 2010, 'Branding in The Digital Age', Harvard Business Review, 88, 12, pp. 62-69.
  • Read assigned material
  • Participate in the Discussions
  • Review the Lecture material
  • Submit Week 3 Assignment - Apply the 70/20/10 Content Management Planning rule to a given topic (product, service or individual). Then, show how you will use this rule to attract and retain readers/consumers as well as increase brand image for the product, service or individual.

4

8

Topic: Global Marketing Communication Strategy

  • Readings:
    • Strategic Digital Marketing - Chapter 5
    • The Power of Real-Time Social Media Marketing - Chapter 4
    • PECK, GA 2012, 'TOP Digital Marketing Strategies', Editor & Publisher, 145, 3, pp. 51-53.
  • Read assigned material
  • Participate in the Discussions
  • Review the Lecture material
  • Complete Midterm Exam

Midterm Exam
Exams Covers - Chapters 1, 2, and 3 (Both Texts), Chapter 5 (Strategic Digital Marketing) and Chapter 5 (Power of Real-Time Social Media Marketing) &
Weekly Readings/Articles
SLOs 2, 3, 5 & 8

5

6

Topic: Digital Marketing Campaigns

  • Readings:
    • Strategic Digital Marketing - Chapter 6
    • The Power of Real-Time Social Media Marketing - Chapter 5
    • FEINGOLD, J 2015, 'Meeting Customers Where They Are', ABA Banking Journal, 107, 3, pp. 28-30.
  • Read assigned material
  • Participate in the Discussions
  • Review the Lecture material
  • Submit Week 5 Assignment - Create an ad campaign concept (2-3 pages) to promote any given video marketing effort to a defined community or online audience.
  • Submit Week 5 Assignment - To examine the element of competition in digital marketing, choose a product and then use the Five Forces Analysis and Framework to document how competitive that product is today and how valuable it will be in the future.

6

4

Topics: Social Media Marketing: Style, Channels and Ethics

  • Readings:
    • Strategic Digital Marketing - Chapters 4 & 7
    • Holt D, Quelch J, Taylor E. How Global Brands Compete. Harvard Business Review [serial online]. September 2004;82(9):68- 75.
  • Read assigned material
  • Participate in the Discussions
  • Review the Lecture material
  • Submit Week 6 Assignment - Create a compelling story (brief) that is based on an existing product. Then, you should use the story to create your social media channel strategy. Tell the story in a brief, yet compelling format. Then, outline your social media channel strategy to show how you will win more views and retain readers/viewers.

7

1

Topics: Measurement and ROI of Digital Strategies

  • Readings:
    • Strategic Digital Marketing - Chapter 9
    • The Power of Real-Time Social Media Marketing - Chapter 6
    • LOPRESTI, MICHAEL J. "Overcoming the Challenges of Calculating Digital Marketing ROI." Econtent 37, no. 6 (July 2014): 6-10.
  • Read assigned material
  • Participate in the Discussions
  • Review the Lecture material
  • Submit Week 7 Assignment - Choose a product and then align the digital marketing analytics that will document how that product, message, and campaign is doing in any given timeframe.

8

7

Topics: Digital Leadership and Career Outlook

  • Readings:
    • Strategic Digital Marketing - Chapter 12
    • The Power of Real-Time Social Media Marketing - Chapter 7
    • De Swaan Arons, Marc, Frank van den Driest, and Keith Weed. 2014. "The Ultimate Marketing Machine." Harvard Business Review 92, no. 7/8: 54-63.
  • Read assigned material
  • Participate in the Discussions
  • Review the Lecture material
  • Complete Final Exam
  • Complete Course Evaluation

Final Exam
Exams Covers Weekly Readings /Articles
SLOs 1, 4, 6 & 7

COSC Accessibility Statement

Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.

COSC Policies, Course Policies, Academic Support Services and Resources

Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.