MKT 3240 (T07) (3 CH) DIGITAL MARKETING

Summer 2019 136 Drake, TR 19:00-21:45

CONTENTS INSTRUCTOR ......................................................... 1

COURSE DESCRIPTION ........................................... 1

COURSE OBJECTIVES ............................................. 2

COURSE MATERIALS .............................................. 2

COURSE FORMAT .................................................. 2

ASSESSMENT OF LEARNING .................................. 3

MISSED EXAM AND LATE SUBMISSION POLICY .... 5

ATTENDANCE POLICY ............................................ 5

ELECTRONIC DEVICE POLICY ................................. 5

OUT-OF-CLASS COMMUNICATION ....................... 5

REFERENCING STYLE FOR WRITTEN WORK .......... 5

CLASS SCHEDULE ................................................... 5

IMPORTANT DATES ............................................... 6

INTENDED LEARNING OUTCOMES ........................ 8

ACADEMIC INTEGRITY POLICY .............................. 9

STUDENT SERVICES AND SUPPORTS ................... 11

ABOUT THE INSTRUCTOR .................................... 12

INSTRUCTOR Name: Eric Postma Office: N/A Phone: 204-999-0348 Email: ericp@thinkshiftinc.com Office hours: By appointment COURSE DESCRIPTION Internet-based technology is evolving how marketers gain insight and reach consumers. This course explores new and emerging tools, techniques and technologies that are making an impact on traditional marketing practices. Through assignments, readings and discussions this class will investigate how the Internet alters business practices and how entire industries have been disrupted by new technologies. Discussions will focus on how executives can use new and emerging digital marketing tools to create effective strategies to reach customers. Topics include: digital analytics, search engines, ecommerce, social media, email marketing, display advertising, mobile, and emerging technology.

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COURSE OBJECTIVES On course completion, students should be able to:

Discuss the changing landscape of marketing

Explain and assess commonly used digital marketing tools

Use data to adapt marketing strategies

Create a digital marketing strategy

Assess the effectiveness and quality of existing digital marketing strategies

COURSE MATERIALS

Readings include academic journal articles, cases, magazine articles and online resources. The success of in-

class discussions and exercises will depend on students’ preparation and it is expected that students read

these materials prior to class and be ready to discuss the key points. Additional optional readings and

resources will be posted periodically to UM Learn.

Most of the readings are accessible via UM Learn. Students will need to purchase access to the Digital

Marketing Essentials online textbook and simulation available through Stukent. The instructor will email

details for registering and accessing the Stukent resources prior to Class 1.

Online Textbook and Simulation Larson, J. & Draper, S. (2018). Digital Marketing Essentials. Stukent. Students will receive an email inviting them to join the MKT 3240 class on www.stukent.com. Students will need to pay the license fee to have access to the digital textbook and the online simulation. Class Readings

1. Jackson, G. & Vandana, A. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17, 170-186.

2. Edelman, D. & Heller, J. (July 2015). How digital marketing operations can transform business. McKinsey & Company. Retrieved from http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-digital-marketing-operations-can-transform-business

3. Jenkins, W. (2014). A/B testing and the benefits of an experimentation culture. Harvard Business Review.

4. Nichols, W. (2013). Advertising analytics 2.0. Harvard Business Review. 5. Levy, S. (2010). How Google’s algorithm rules the web. Wired. Retrieved from

http://www.wired.com/2010/02/ff_google_algorithm/ 6. Fishkin, R. (2015). The beginners guide to SEO. Moz. Retrieved from https://moz.com/beginners-

guide-to-seo 7. Rosen, J. (2012). Who do online advertisers think you are? The New York Times Magazine. Retrieved

from http://www.nytimes.com/2012/12/02/magazine/who-do-online-advertisers-think-you-are.html?_r=1

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8. Brooke, Z. (2016). Understanding the what and why of ad retargeting. Marketing News. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/understand-how-ad-retargeting-works.aspx

9. Mele, N. (2015). The secret to smartphone marketing is still email. Harvard Business Review. 10. Mattern, F., Huhn, W., Perrey, J., Dorner, K., Lorenz, J.T., & Spillecke, D. (2012). Turning buzz into

gold. McKinsey & Company, Inc. 11. Kumar, A., Bezawada, R., Rishikia, R., Janakiraman, R., & Kannan, P.K. (2016). From social to sale: The

effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80, 7-25. 12. Brynjolfsson, E., Hu, Y., & Smith, M.D. (2006). From niches to riches: Anatomy of the long tail.

MITSloan Management Review, 47(4), 67-71. 13. Simonson, I., & Rosen, E. (2014). What marketers misunderstand about online reviews. Harvard

Business Review. 14. Conick, H. (2016). Swipe right: How marketers changed online dating. Marketing News. Retrieved from

https://www.ama.org/publications/MarketingNews/Pages/swipe-right-how-marketers-changed-online-dating.aspx

15. Urban, G.L. & Sultan, F. (2015). The case for ‘benevolent’ mobile apps. MITSloan Management Review, 56(2)

ASSESSMENT OF LEARNING Your course grade is comprised of six components. The components and their weighting in the calculation of your grade are listed below:

In-Class Presentation ....................... 15%

Research Paper Review ................... 10%

Mid-Term Exam ............................... 20%

Social Media Audit ........................... 15%

Mimic Pro Simulation ...................... 10%

Digital Marketing Strategy ............... 30% Research Paper Review: Students will select a peer-reviewed research article (easily available via UM Libraries) about a digital marketing topic and write a two-page review. This review will include a summary (one page) of the key points raised in the research article and a brief critical analysis (one-page) of the key points. Your final submission will be two pages, single-spaced in 12-point Times New Roman, to be submitted via UM Learn In-Class Presentation: In groups of 2 or 3, students will choose from a list of popular digital marketing tools and topics. Students must provide a professional and educational 20-minute presentation on the subject. Groups will sign up for a topic and presentation date in Class 1. These presentations should address: What is this tool? How is it used by businesses? What are the limitations? Who uses these tools? How are they implemented? Students will be graded on comprehensiveness of materials presented (did you sufficiently cover the topic); quality of presentation (how well do you speak and present); and, relevance of conclusions (can this information be of use to students and/or executives).

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Mid-Term Exam: The mid-term exam will be administered via UM Learn. Students will be assessed based on their understanding of key digital marketing terms, ability to understand digital analytics, and understanding of digital marketing fundamentals. The mid-term exam will test on content presented in class as well as from the Digital Marketing Essentials textbook. Additional details will be provided in class. Social Media Audit: Students will select an organization of their choosing and review their use of social media, including (but not limited to): Facebook, Twitter, YouTube, Instagram, LinkedIn, and Snapchat. The submission is 5 pages, double-spaced, in 12-point Times New Roman, with one-inch margin and standard character spacing/kerning, not counting cover page, reference list, and exhibits or figures. This assignment should address: What tools, networks and platforms are being used? Who is the target market? What is the organization trying to achieve? How does the organization engage their audience? Is the organization successful? What could be done to improve their efforts? Students will be graded on quality of assessment (did you sufficiently review the organization’s use of social media); quality of conclusions (is there logic and thought); quality and usefulness of the recommendations; and, grammar, spelling and style. Mimic Pro Simulation: As part of the course, students will need to complete a number of activities that are part of the Mimic Pro Simulation (connected with the Digital Marketing Essentials textbook). This assessment will be based on participation and performance. Digital Marketing Strategy: Groups of 6-9 students will design a real-life digital marketing strategy for a specific organization. This high-level digital marketing strategy should address how the organization can use real time data to design a flexible and adaptable digital marketing campaign that targets a specific market. The final submission is in two parts: (1) Minimum 15-page, double-spaced paper in 12-point Times New Roman, with one-inch margins and standard character spacing/kerning, not counting cover page, reference list, and exhibits or figures. (2) 20-minute in-class presentation. Students will be graded on: quality of analysis; validity of assumptions; quality and usefulness of recommendations; validity of conclusions; and, grammar, spelling and style.

Final grades will be assigned as follows:

Marks Letter Grade

93 and above A+

90 – 92.99 A

85 – 89.99 B+

80 – 84.99 B

75 – 79.99 C+

70 – 74.99 C

60 – 69.99 D

Below 60 F

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MISSED EXAM AND LATE SUBMISSION POLICY If you miss an exam for medical reasons, I can give you a make-up exam only if you provide a doctor’s note that certifies you were unfit to come to class on the day of the exam. In some cases, I may call the doctor’s office to verify the validity of the doctor’s note. The Asper School also has a list of events for which accommodations will be made for a missed term exam (not final exam). Make-up exams will not be given for any other reason. I cannot guarantee that the difficulty level of the makeup exam will be the same as the one the rest of the class got. Do not make travel plans before the Final Exam. I cannot give a make-up because you booked a flight ticket for a date earlier than the scheduled final exam. In the event you have to miss the Final Exam for a valid reason as noted above, a request for a deferred exam must be made at your home Faculty’s Undergraduate Program Office (268 Drake, if you are an Asper student). Late submissions or assignments or project will lose 10% per day’s delay.

ATTENDANCE POLICY Class attendance is required. Missing more than 20% of this course due to absences may result in a failing grade. It is your responsibility to inform your professor in advance of your absence and the reason for it (medical documentation or employer note if away for a work commitment) is required. The professor decides how to deal with the impact of missed classes on your final grade.

ELECTRONIC DEVICE POLICY You may use a laptop or tablet for note taking. Please be mindful of others in the class and practice self-control—don’t browse the Internet or check your e-mail/social media messages in class. Please keep your devices on silent or do not disturb mode. If you wish to audio/video record any lectures, please obtain my permission before doing so.

OUT-OF-CLASS COMMUNICATION PowerPoint files, assignment/project guidelines, other class-related files, and grades will be posted on UM Learn. Moreover, any announcements outside of class will be sent by e-mail from UM Learn. It is your responsibility to check your UofM e-mail account frequently so that you don’t miss these emails. I am not on campus other than for class time. The best way to reach me is by email (ericp@thinkshiftinc.com) or by phone/text (204-999-0348). I will be available for discussions and questions during class time.

CLASS SCHEDULE

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Class Date Topic Readings Simulation

1 May 7 The evolution of marketing in the digital age Topics: Introduction to digital marketing; evolution of the marketing mix; (micro-) niche marketing

Larson & Draper (2018): Ch. 1

Jackson & Ahuja (2016)

Edelman and Heller (2015)

2 May 9 Web Design Topics: The Internet; Websites

Larson & Draper (2018): Ch 2

3 May 14 Analytics & Data Topics: real-time data; digital analytics; A/B testing

Larson & Draper (2018): Ch 3

Jenkins (2014)

Nichols (2013)

Round 1

4 May 16 Search Engine Optimization Topics: Consumer behavior; On-site & Off-site SEO * Research Paper Review due

Larson & Draper (2018): Ch 4 & 5

Levy (2010)

Fishkin (2015)

Round 2

5 May21 Paid Search Topics: Search Advertisements; Keywords, Quality Score;

Larson & Draper (2018): Ch 6

Round 3

6 May 23 Online Advertising Topics: display advertising; cookies; retargeting; behavioral targeting; media theories; attribution modelling

Larson & Draper (2018): Ch. 7

Rosen (2012)

Brooke (2016)

Round 4

7 May 28 Mid-Term Exam

8 May 30 Social Media Topics: building blocks of social media; influencers; electronic word-of-mouth

Larson & Draper (2018): Ch. 9 & 10

Mattern, et al (2012)

Kumar, et al (2016)

Round 5

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9 June 4 Inbound Marketing Topics: inbound; email marketing; content marketing * Social Media Audit due

Larson & Draper (2018): Ch. 8

Mele (2015)

Round 6

10 June 6 E-Commerce Topics: disruption by design; the long tail; online reputation management

Larson & Draper (2018): Ch. 11

Brynjolfsson, Hu & Smith (2016)

Simonson & Rosen (2014)

Round 7

11 June 11 Mobile Marketing Topics: paid, owned, earned media; assets vs. expenses.

Larson & Draper (2018): Ch. 12

Conick (2016)

Urban & Sultan (2015)

Round 8

12 June 13 Special Topics Topics: new and emerging tools, technologies and topics.

Round 9

13 June 18 Final presentations and recap * Digital Marketing Strategy due

Round 10

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INTENDED LEARNING OUTCOMES

AACSB Assurance of Learning Goals and Objectives The Asper School of Business is proudly accredited by AACSB. Accreditation requires a process of continuous improvement of the School and our students. Part of “student improvement” is ensuring that students graduate with the knowledge and skills they need to succeed in their careers. To do so, the Asper School has set the learning goals and objectives listed below for the Undergraduate Program. The checked goal(s) and objective(s) will be addressed in this course and done so by means of the items listed next to the checkmark.

Goals and Objectives in the Undergraduate Program

Goals and Objectives

Addressed in this Course

Course Item(s) Relevant to these

Goals and Objectives

1 Quantitative Reasoning

A. Determine which quantitative analysis technique is appropriate for solving a specific problem.

B. Use the appropriate quantitative method in a technically correct way to solve a business problem.

C. Analyze quantitative output and arrive at a conclusion.

✓ Class discussion

and exam

2 Written Communication

A. Use correct English grammar and mechanics in their written work.

✓ Assignments and

Group Project

B. Communicate in a coherent and logical manner

✓

Assignments and Group Project

C. Present ideas in a clear and organized fashion.

✓

Assignments and Group Project

3 Ethical Thinking

A. Identify ethical issues in a problem or case situation

✓ Class Discussions

B. Identify the stakeholders in the situation. ✓

Assignments and

Group Project

C. Analyze the consequences of alternatives from an ethical standpoint.

✓ Class Discussion and

Group Project

D. Discuss the ethical implications of the decision. ✓

Class Discussions and

Group Project

4 Core Business Knowledge ✓ Entire Course

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ACADEMIC INTEGRITY POLICY It is critical to the reputation of the Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading “Plagiarism and Cheating.” Specifically, acts of academic dishonesty include, but are not limited to:

using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words

duplicating a table, graph or diagram, in whole or in part, without referencing the source paraphrasing the conceptual framework, research design, interpretation, or any other ideas of

another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source

copying the answers of another student in any test, examination, or take-home assignment providing answers to another student in any test, examination, or take-home assignment taking any unauthorized materials into an examination or term test (crib notes) impersonating another student or allowing another person to impersonate oneself for the purpose

of submitting academic work or writing any test or examination stealing or mutilating library materials accessing test prior to the time and date of the sitting changing name or answer(s) on a test after that test has been graded and returned submitting the same paper or portions thereof for more than one assignment, without discussions

with the instructors involved Group Projects and Group Work

Many courses in the Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic integrity. All group members should exercise special care to ensure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to specific individuals. Some courses, while not requiring group projects, encourage students to work together in groups before submitting individual assignments. If it’s unclear whether it is allowed, students are encouraged to seek clarification from the instructor to avoid violating the academic integrity policy.

In the Asper School of Business, all suspected cases of academic dishonesty in undergraduate courses are reported to the Dean's office and follow the approved disciplinary process. See following table for typical penalties for academic dishonesty in the Asper School.

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Typical Penalties for Academic Dishonesty in the Asper School

If the student is from another Faculty and the academic dishonesty is committed in an Asper course, the student’s Faculty could match or add penalties beyond the Asper School’s. F-DISC on transcript indicates the F is for disciplinary reasons.

ACADEMIC DISHONESTY PENALTY

Cheating on exam (copying from or providing answers to another student)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Sharing exam questions electronically during exam

F-DISC in course Suspension from taking Asper courses for 2 years Notation of academic dishonesty in transcript

Possession of unauthorized material during exam (e.g., cheat notes)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Altering answer on returned exam and asking for re-grading

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Plagiarism on assignment F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Submitting paper bought online F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Inappropriate Collaboration (collaborating with individuals not explicitly authorized by instructor)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Group member had knowledge of inappropriate collaboration or plagiarism and played along

F-DISC in course Notation of academic dishonesty in transcript

Signing Attendance Sheet for classmate

F-DISC in course Notation of academic dishonesty in transcript

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STUDENT SERVICES AND SUPPORTS The University of Manitoba provides many different services that can enhance learning and provide support for a variety of academic and personal concerns. You are encouraged to visit the below websites to learn more about these services and supports. If you have any questions or concerns, please do not hesitate to contact your instructor or the Undergraduate Program Office.

For Information on… …follow this link

Admission, Registration, Tuition Fees, Important Dates, Final Exams, Graduation, and Transcripts

Registrar’s Office

Academic policies & procedures, regulations, Faculty-specific information, degree and major requirements

Academic Calendar

Help with research needs such as books, journals, sources of data, how to cite, and writing

Library Resources

Tutors, workshops, and resources to help you improve your learning, writing, time management, and test-taking skills

Writing and Learning Support

Support and advocacy for students with disabilities to help them in their academic work and progress

Student Accessibility Services

Copyright-related questions and resources to help you avoid plagiarism or intellectual property violations

Copyright Office

Student discipline bylaws, policies and procedures on academic integrity and misconduct, appeal procedures

Academic Integrity

Policies & procedures with respect to student discipline or misconduct, including academic integrity violations

Student Discipline

Students’ rights & responsibilities, policies & procedures, and support services for academic or discipline concerns

Student Advocacy

Your rights and responsibilities as a student, in both academic and non-academic contexts

Your rights and responsibilities

Full range of medical services for any physical or mental health issues

University Health Service

Information on health topics, including physical/mental health, alcohol/substance use harms, and sexual assault

Health and Wellness

Any aspect of mental health, including anxiety, stress, depression, help with relationships or other life concerns, crisis services, and counselling.

Student Counselling Centre

Support services available for help regarding any aspect of student and campus life, especially safety issues

Student Support Case Management

Resources available on campus, for environmental, mental, physical, socio-cultural, and spiritual well-being

Live Well @ UofM

Help with any concerns of harassment, discrimination, or sexual assault

Respectful Work and Learning Environment

Concerns involving violence or threats, protocols for reporting, and how the university addresses them

Violent or Threatening Behaviour

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ABOUT THE INSTRUCTOR Eric Postma, MBA Marketing I.H. Asper School of Business Eric Postma has over 15 years of experience developing and implementing strategies for effective digital marketing and communications. He has managed ecommerce, online content, social media, search and display marketing for a number of national and international organizations. As the Digital Media Manager for True North Sports and Entertainment Ltd., he created the online marketing strategy that successfully sold 13,000 Winnipeg Jets’ season tickets in 2011. As a digital marketing consultant, he has advised international organizations from a wide range of industries including real estate, retail, education, entertainment and professional services. As a part of the web and new media team at the University of Manitoba, he was responsible for overseeing many of the digital marketing and communications tactics for external and internal audiences. Eric currently works as the Digital Director at Think Shift, a Winnipeg-based consultancy that helps organizations change from the inside out. In this role, he develops digital marketing strategies for the many local, national and international clients as well as leads the digital marketing team responsible for executing against these strategies. He has a BA in Communications & Media from Providence University College and an MBA from the Asper School of Business.