This course will focus on an in-depth look at social networks, social media platforms and digital marketing in a global world 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. (3 credits)
- ENG 101: English Composition 1
- ENG 102: English Composition 2
- MKT 220: Principles of Marketing
Student Learning Outcomes (SLOs)
Students who successfully complete this course will be able to:
- Discuss the various aspect of digital marketing, branding and marketing analytics.
- Explain the basic consumer affects, cognitive and behavioral concepts.
- Compare and contrast traditional marketing with digital media processes/concepts.
- Discuss the possible ethical, moral and social issues related to digital marketing and its effects on a global economy.
- Analyze marketing data to design a marketing campaign.
- Examine various types of marketing campaigns for managing a successful campaign.
- Research careers in marketing (marketing management, sales management, etc.).
- 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
Midterm Exam (Week 4)
Final Written Assignment (Week 8)
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
- 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).
Readings and Exercises
Topic: Digital Marketing - The New Paradigm and Modern Consumer
Topic: From Traditional Communication to the New Digital Ecosystem
Topic: Understanding the Digital Marketing Channels
Topic: Global Marketing Communication Strategy
Topic: Digital Marketing Campaigns
Topics: Social Media Marketing: Style, Channels and Ethics
Topics: Measurement and ROI of Digital Strategies
Topics: Digital Leadership and Career Outlook
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.