MKT 217 Digital Marketing Fundamentals

Course Number and Title: MKT 217 Digital Marketing Fundamentals

Print Syllabus
Campus Location:
Georgetown, Dover, Wilmington
Effective Date:
2021-51
Prerequisite:
MKT 212, (CIS 107 or VSC 160)
Co-Requisites:

None

Course Credits and Hours:
3.00 credits
3.00 lecture hours/week
1.00 lab hours/week
Course Description:

This course explores digital marketing, including integrated strategies that build a platform for seamless customer experiences. Students will engage in activities that build and manage a successful online marketing presence.

Required Text(s):

Obtain current textbook information by viewing the campus bookstore online or visit a campus bookstore. Check your course schedule for the course number and section.

Additional Materials:

None

Schedule Type:
Classroom Course
Online Course
Disclaimer:

None

Core Course Performance Objectives (CCPOs):
  1. Analyze the legal and ethical impact of privacy and trust, and the relationship between loyalty and relationships in e-commerce.  (CCC 1, 2, 4; PGC 1, 2)
  2. Examine product development, including search engine, pricing strategies, and the harmonious promotion across all media. (CCC 1, 2, 6; PGC 2, 5, 6)
  3. Evaluate marketing strategies for digital media, including database development and response tactics from the customer. (CCC 1, 2; PGC 2, 5, 6)
  4. Assess the design principles for content marketing; creating a successful customer and/or user interface to enhance the customer relationship.  (CCC 1, 2, 6; PGC 2, 4)
  5. Assess the performance of e marketing strategies by considering key performance indicators (KPI’s). (CCC 1, 2, 4, 6; PGC 1, 2, 5, 6, 7)
  6. Create a successful digital marketing strategy and digital marketing campaign that provide a seamless customer experience.  (CCC 1, 2, 4, 5, 6, 7; PGC 1, 2, 4, 5, 6, 7)

See Core Curriculum Competencies and Program Graduate Competencies at the end of the syllabus. CCPOs are linked to every competency they develop.

Measurable Performance Objectives (MPOs):

Upon completion of this course, the student will:

  1. Analyze the legal and ethical impact of privacy and trust, and the relationship between loyalty and relationships in e-commerce. 
    1. Explain consumer trust issues and discuss strategies to make socially responsible decisions to maintain loyalty.
    2. Analyze the Fair Information Practice Principles. 
    3. Debate actions being taken by businesses to protect personally identifiable information.
    4. Critique the privacy issues that are especially applicable to users of social networks.
    5. Examine concerns about privacy when using mobile devices.
  2. Examine product development, including search engine and pricing strategies, and the harmonious promotion across all media.
    1. Explain how search engines work and the concept of search algorithm.
    2. Assess how search engine optimization and social media work together.
    3. Differentiate between a directory and search engine.
    4. Compare fixed and dynamic pricing strategies used for selling online.
    5. Relate the buyer’s view of pricing online to real costs and buyer control.
    6. Correlate the seller’s view of online pricing to internal and external factors.
    7. Measure how online, mobile and offline technologies affect distribution channels.
  3. Evaluate marketing strategies for digital media, including database development and consumer response. 
    1. Distinguish between a digital strategy and a digital marketing campaign.
    2. Select effective digital marketing strategies considering multiple sources of data.
    3. Compare paid, owned, and earned media
    4. Consider the impact of mobile technology on the consumer decision-making process and essential elements of a mobile marketing strategy.
    5. Explain the difference between customer relationship management (CRM) and database marketing in the development and execution of digital marketing.
    6. Relate the significance of data mining to marketing decisions.
    7. Analyze online and offline direct response marketing strategies.
  4. Assess the design principles for content marketing; creating a successful customer and/or user interface to enhance the customer relationship.
    1. Explain reasons why content marketing is superseding traditional advertising.
    2. Outline various types of content used with digital marketing.
    3. Identify the channels customers want to use for service and support.
    4. Explain the strategies for an effective email marketing campaign, including various levels of permission.
  5. Assess the performance of e-marketing strategies by considering key performance indicators (KPI’s).
    1. Examine the various types of digital marketing metrics that are available.
    2. Discuss the collection of data using cookies and tagged pages.
    3. Correlate the role of KPI’s to e-marketing effectiveness.
    4. Justify why traffic, audience, and campaign measurement are central to digital marketing.
  6. Design a successful digital marketing strategy and digital marketing campaign that provide a seamless customer experience.   
    1. Express the importance of an e-marketing plan as part of an organization’s online marketing strategy.
    2. Integrate the recommended steps in the e-marketing plan.    
    3. Compute key revenues and costs identified during the budgeting step of the e- marketing plan.
    4. Summarize methods for evaluating an organization’s integrated marketing communication (IMC) strategy.
    5. Construct an online marketing plan that effectively incorporates an organization’s overall e-business strategy.
Evaluation Criteria/Policies:

The grade will be determined using the Delaware Tech grading system:

90 – 100 = A
80 – 89 = B
70 – 79 = C
0 – 69 = F

Students should refer to the Student Handbook for information on the Academic Standing Policy, the Academic Integrity Policy, Student Rights and Responsibilities, and other policies relevant to their academic progress.

Final Course Grade:

Calculated using the following weighted average

Evaluation Measure

Percentage of final grade

Summative: Exams (4-6) (Equally weighted)

50%

Formative: Discussion Boards, Assignments, etc. (Equally weighted)

20%

Summative: E-Marketing Plan Analysis Project

10%

Summative: E-Marketing Project

20%

TOTAL

100%
Core Curriculum Competencies (CCCs are the competencies every graduate will develop):
  1. Apply clear and effective communication skills.
  2. Use critical thinking to solve problems.
  3. Collaborate to achieve a common goal.
  4. Demonstrate professional and ethical conduct.
  5. Use information literacy for effective vocational and/or academic research.
  6. Apply quantitative reasoning and/or scientific inquiry to solve practical problems.
Program Graduate Competencies (PGCs are the competencies every graduate will develop specific to his or her major):
  1. Integrate professional, ethical, and legal standards into business practice.
  2. Employ the various theories of management and marketing in a business.
  3. Develop integrated sales presentations.
  4. Utilize graphic design elements to develop professional hard-copy and electronic marketing/advertising materials.
  5. Apply e-marketing techniques to create a competitive presence.
  6. Analyze the marketing strategic planning process of an organization.
  7. Evaluate the actions taken to acquire and retain customers.
Disabilities Support Statement:

The College is committed to providing reasonable accommodations for students with disabilities. Students are encouraged to schedule an appointment with the campus Disabilities Support Counselor to request an accommodation needed due to a disability. A listing of campus Disabilities Support Counselors and contact information can be found at the disabilities services web page or visit the campus Advising Center.

Minimum Technology Requirements:
Minimum technology requirements for online, hybrid, video conferencing and web conferencing courses.