BDMM 4336/ MRKT 3399 Digital Media Marketing

St. Edwards University Digital Media Management Section 01 Moody Hall 303 Fall 2011 M/W 5:00 6:15 p.m. Instructor: Andrea Genevieve Michnik Email: andream@stedwards.edu Cell Phone: 716.432.1024 Skype: andrea.genevieve Twitter: @AndreaGenevieve Google+: AndreaGenevieve Office Hours: Tuesday 9- 10 am & Friday 5-6 pm (by appointment only or via Google+)

Require Prerequisite Courses: BDMM 2301 and MKTG 2301 Required Resources In compliance with the Higher Education Opportunity Act (20 U.S.C. 1015), the cost of course textbooks and other course fees can be found on EdWeb. 1. Adamson, Allen (2008), BrandDigital: Simple Ways Top Brands Succeed in the Digital World, Palgrave Macmillan. 2. Ryan, Damian and Calvin Jones (2009), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page.) 3. Tapscott, Don (2009), Grown Up Digital: How the Net Generation is Changing Your World, McGraw-Hill. 4. Daily Email Subscription to Mashable.coms Business and Marketing feed 5. A Wordpress.com Username and Password 6. Other required readings are free and includes sections of Scott, Davis Meerman The New Rules of Marketing and PR and Roberts, Kevin Lovemarks. Course description and goals: Welcome to Digital Marketing! This class focuses on the application of marketing theories, strategies and tactics to marketing issues common to the creation and management of digital media entities. The main emphasis will be on the pricing, promotional and branding aspects of digital enterprises. Additional topics include media planning and placement, customer service considerations for web-based (or virtual) entities and business-to-business marketing of digital products and services. The goals of this course are to provide the student with an in-depth understanding of the application of marketing principles to digital media as well as strategies and tools to aid in marketing decision-making.

Learning Objectives - in the digital business environment Understand the creation and execution of marketing strategy Understand how segmentation and positioning can be used for competitive advantage Understand the important issues in channel management (Access) Understand the use of pricing strategies (Value) and the promotional mix (Information) and their appropriate application Understand the important elements in product development and management (Solution) Deliverables Exams (2) Quizzes (10) Project- Written (1) Student Blog Posts (1) Project-Presentation (1) Participation Total

200 100 100 20 30 50 500

Students must complete EVERY assignment to receive a passing grade in the class Grading: Note there will be no additional rounding up A 89.50% -100.00% B 79.50% - 89.49% C 69.50% - 79.49% D 59.50% - 69.49% F 00.00% - 59.49% Policy Guidelines: The SEU Undergraduate Bulletin 2011-2012 & online Student Handbook 2010-2011. Consult these sources for appropriate conduct and consequences of inappropriate conduct, such as plagiarism. This handbook is also a good reference for available resources at St. Edward's University. All materials quoted exactly and/or paraphrased or used extensively in student work MUST be properly cited including full reference details. Written documents may be submitted by the instructor to www.turnitin.com (a resource to identify potential plagiarism). Written work: All written work completed in this course must conform to APA guidelines as adopted by the School of Management and Business at St. Edwards University unless specifically exempted by the instructor (e.g., status reports and case study analysis write-ups). Correct spelling, grammar and punctuation is important in all work. WWW and Internet citing and references are detailed in the APA manual. See: http://www.stedwards.edu/gsm/current/apa.htm The Writing Lab at St. Edwards University may also be used as a resource in this regard.

Academic Integrity: St. Edward's University expects academic honesty from all members of the community, and it is our policy that academic integrity be fostered to the highest degree possible. Consequently, all work submitted for grading in a course must be created as a result of your own thought and effort. Representing work as your own when it is not a result of such thought and effort is a violation of our code of academic integrity. Whenever it is established that academic dishonesty has occurred, the course instructor shall impose a penalty upon the offending individual(s). It is recognized that some offenses are more egregious than others and that, therefore, a range of penalties should be available. Whenever possible, it would also be important to try to determine the intent of the offender, since the error could be a result of careless work rather than an intent to deceive. The maximum penalty for a first offense is failure in the course, and if that penalty is imposed, the student does not have the option of withdrawing from the course. In cases of mitigating circumstance, the instructor has the option of assigning a lesser penalty. To read the Academic Integrity statement in full please visit http://think.stedwards.edu/deanofstudents/studenthandbook/academicintegrity0 Attendance and participation: Students are expected to notify the instructor in advance of an absence. Instructor reserves the right to withdraw a student from the class based on excessive absenteeism (more than 4 unexcused absences) and/or lack of participation in class or as a team/trio/pair member. Participation includes contact with other class members, instructor, and other related course communication modes. Students are allowed 2 unexcused absences without penalty. Late Work No late work will be accepted. Special Circumstances: If you have a medical, psychiatric or learning disability and require accommodations in this class, please let me know early in the semester or as soon as you are eligible. You will first need to provide documentation of your disability to the Student Disability Services Office located in Moody Hall 155 in Academic Planning and Support Services. Communication: The official method for delivery of written work to the instructor is via a hard copy and email attachment to the professor for assignments longer than two pages, and via email attachment for all assignments two pages or less. Do NOT submit your documents using Digital Dropbox. Submit your project both in digital format (directly by email to andream@stedwards.edu and turn in a hard copy. For the email submission, name your file with your first initial, last name, section, plus topic abbreviation (e.g., amichnikPROJECT for the write-up of the PROJECT; do NOT use a # in document title). Please save the paper in .doc format, not .docx this will make my life easier.

Personal electronic devices: Cell phones and other electronic devices must be silenced and out of hand during class meetings. Computers and other electronic note-taking media can be used for note-taking only unless the class is asked by the instructor to conduct research or issue/answer emails during a class meeting. Course Performance Criteria In general, the performance criteria or expectations for each letter grade can be spelled out as follows: A Students achieving this level will have demonstrated the following: 1. Accurate and sophisticated understanding of readings and issues with the ability to do more than repeat what the text says or what was said in class, such as the ability to infer additional important information from sources 2. Critical stance toward opinions communicated in class or in the readings and the ability to express their own views articulately and defend them well 3. Originality of thought in expressing the critical stance, in drawing out additional implications from the readings and class discussions, and in finding personal meaning in the readings and issues discussed 4. Clear expressions of ideas, with papers containing very few grammatical or stylistic weaknesses Students achieving this level will have demonstrated the following: 1. All the elements of "A" work, but with less accomplishment 2. Accurate understanding of reading and issues, with the ability to do more than repeat the text 3. A critical stance, with some effort, not always successful, to defend that stance 4. Some attempt to find personal meaning, with at least hints of originality and creativity of thought 5. Very clear expression of thoughts and ideas Students achieving this level will have demonstrated the following: 1. A generally accurate grasp of the readings and issues, but with some inaccuracies; a lack of sophisticated understanding, such as the ability to infer from sources 2. Some attempt to take a critical stance, but with little effort or success in defending that stance 3. Some attempt to find personal meaning 4. Sufficient clarity of expression to communicate ideas, but with stylistic or grammatical weaknesses which create some difficulties Students achieving this level will have demonstrated the following: 1. Genuine efforts to understand, with some demonstrated understanding of readings and issues, but with serious deficiencies 2. General lack in critical stance or in a defense of that stance 3. Lack of understanding or an attempt to find personal meaning 4. Unsatisfactory effort in key respects, especially in understanding or clarity of expression

D-F

SOME GUIDELINES Individual or Team Projects I want to see companies researched and presented this semester on the following companies/brands: Cisco digital cribs MSNBC.com Lost Highway Topspin Chris Anderson Wired Radiohead W.A.S.T.E. Univision PeopleJam The Daily Microsoft Kinect NIN ACL Current TV Polyphonic Yelp Dell Idea Storm Bazaarvoice KXAN Metacritic NetFlix Disney/Pixar MLB.com Blackberry App World KUT.org Kingdom of Loathing Figment.com Rockband METV Austin online Adobe Youth Voices (or you may suggest another) BioWare Sirius/XM radio

You may not write about a company/brand you work or have worked for. You may not recycle a paper you have written for another class or write about a company/brand you have already researched prior to taking this class. You may not choose the same company as someone else in the class. Final Project: Final projects will be graded on three (3) parts: 1) An analysis paper (80 pts) 2) An example of current or proposed digital media marketing (20 pts) 3) Presentation to the class (30pts) For the project students will: Conduct a thorough examination of A) Digital consumers B) Branding efforts C) Digital media choices in the marketing plans of the chosen company. Also explain D) Business model the company uses (includes pricing and revenues, distribution choices, etc.) As the expert you have become through this research, so for your project you will also need to E) Make recommendations for growing this entity in both size and profitability Papers: Final papers are to be researched and written by one, two, or three students (individuals or teams). If one student 14-16 pages, if two students 18-20 pages, if three students 22-24 pages. All papers will be formatted with one-inch margins all around, 12-size Times New Roman font, no folders, just white paper stapled upper left corner.

Digital Component: Each group or individual student will present a digital component to their paper as part of the final project. This can be a creative brief for recommendations moving forward, a tangible example of digital media tactic such as an HTML e-mail, a template for a corporate blog, social networking account, an infographic etc. If you have any questions or ideas, please come talk with me to discuss. Presentations: Final presentations will be 12, 14, or 16 minutes, depending on the size of the project team. No reading from papers will be allowed. Students are expected to dress appropriately for a professional presentation.

Schedule: Please note the estimated hours included for assignments and readings. These are only a rough outline and will vary from students to student. Week 1 M 8.29 Estimated Assignment Hours: 2.0 Class 1: Syllabus and Introductions How to hand in assignments Class blog (Each student will contribute one blog post to Learning Communicaton.wordpress.com) Each post should be 2-3 paragraphs, with at least 2 hyperlinks and discuss one of the following: Guest Speaker recap Thoughts on a Mashable, Tech Crunch or Marketing Profs article Class topic reflection Wednesday Quizzes (These will start next week. Please read Mon and Tuesday updates). Quiz is Wednesday each week on Mashable, Business and Marketing email subscription updates from Monday and Tuesday. Quiz will be 5 questions worth 2 pts each) Homework: For next class bring an example of something that you consider great Digital Media Marketing and be prepared to explain why. Read: DM Chapter 1 W 8.31 Class 2: Evolution of Marketing Go over examples Read: DM Chapter 2 for next class Estimated Assignment Hours: 2.0 Class 3: NO CLASS Student Blog Post #1 DUE Class 4: Digital Marketing Strategy Read: BLOG LINK: The 4Ps Are Out the 4Es Are In Quiz 1 Estimated Assignment Hours: 4.0 Class 5: The 4Ps: Product, Price, Promotion, Distribution New 4 Ps and 4 Es Read: GUP Chapters 1,2 for next class Student Blog Post #2,3 DUE Class 6: The Next Generation (The Net Generation) Did You Know 2.0, Students Today Video Read: GUP Chapters 3,4 for next class on 9.26 Quiz 2

Week 2 M 9.5 W 9.7

Week 3 M 9.12

W 9.14

Week 4 M 9.19 W 9.21

Estimated Assignment Hours: 6.0 Class 7: EXAM 1: DM Ch 1-2, GUP Ch 1-2, The 4 Ps of Digital Marketing Student Blog Post #4 DUE Class 8: Guest Speaker: IBM Read: GUP chapter 7 for next class Quiz 3 Estimated Assignment Hours: 6.0 Class 9: Digital Consumers Read: NRM chapter 3 for next class (PDF) Read: GUP Chapters 8 for next class Student Blog Post #5,6 DUE Class 10: Technology Transforming Society Socially Sustainable Startups Read: NRM Chapter 9 for next class (PDF) Read: DM Chapter 3 for next class Quiz 4 Estimated Assignment Hours: 5.0 Class 11: Why Websites Matter Content Marketing How To Write For our Buyers (NRM Ch 12) How Web Content Influences Buying Process (NRM Ch 13) Read: NRM Chapter 20 for next class (PDF) Read: DM Chapter 4 for next class Student Blog Post #7 DUE Class 12: Search Success Search Engine Marketing (NRM Ch 20) Read: DM Chapter 5 for 10.12 class Quiz 5 Estimated Assignment Hours: 2.0 Class 13: Guest Speaker: 44 Doors Student Blog Post #8 DUE Class 14: Analytics, ROI, Media Ethics Poll Everywhere Google Analytics Bit.ly Radian 6 Read: DM Chapter 6 for next class Quiz 6

Week 5 M 9.26

W 9.28

Week 6 M 10.3

W 10.5

Week 7 M 10.10 W 10.12

Week 8 M 10.17

Estimated Assignment Hours: 6.0 Class 15: Email Marketing Constant Contact, Emma, Email Chimp HTML newsletters Daily Deals Read: DM Chapter 7 for 10.24 class Read: NRM Chapter 4 (PDF) Student Blog Post #9,10 DUE Class 16: Guest Speaker: Jive Software Quiz 7 Estimated Assignment Hours: 6.0 Class 17: Social Media Marketing Twitter, Facebook, LinkedIn, Yelp, Google Places, Tumblr, FourSquare, Gowalla, YouTube, Vimeo, Blogging Conversation Prism Social Networking Sites and Marketing (NRM Ch 14) Read: BD pages 1-142 for 10.31 class Student Blog Post #11 DUE

W 10.19 Week 9 M 10.24

W 10.26 Class 18 : EXAM 2: Search and Analytics, Web Content, Social Networks, EMail Marketing Week 10 M 10.31 Estimated Assignment Hours: 5.0 Class 19: Branding LoveMarks (Saatchi & Saatchi Book) Brand Digital Student Blog Post #12,13 DUE Class 20: Final Project Assigned Mid term status reports Read: NRM Chapter 15 (PDF) Quiz 8 Estimated Assignment Hours: 6.0 Class 21: Blogging and Web Content Blogging to Reach Buyers (NRM Ch 15) Using Evangelists to Tell Your Story (NRM Ch 5) Read: DM Chapter 8 for next class Student Blog Post #14 DUE Class 22: Public Relations and Marketing What is PR? IMC Future of reputation management Read: DM Chapter 9

W 11.2

Week 11 M 11.7

W 11.9

Quiz 9 Week 12 M 11.14 W 11.16 Estimated Assignment Hours: 7.0 Class 23: Final Project Work Day Student Blog Post #15,16 DUE Class 24: New Digital Frontiers Sype Guest Speaker from Jess3 Interactive marketing Infographics Apps and more apps Mobile Free FINAL Quiz 10 Estimated Assignment Hours: 2.0 8.0(Final Project) Class 25: In Class Work Day Student Blog Post #17 DUE Class 26: NO CLASS Estimated Assignment Hours: 2.0 8.0(Final Project) Class 27: Affiliate Marketing, Strategic Partnerships Student Blog Post #18,19 DUE Class 28: Final Presentations Groups 1, 2 Estimated Assignment Hours: 2.0 - 8.0(Final Project) Class 29: Field Trip Local AMA Networking Event or Social Media Club meeting. If schedule allows, visit to Chaotic Moon Studios Class 30: Final Presentations Groups 3,4 Estimated Assignment Hours: 2.0 - 8.0 (Final Project) Class 31: Final Presentations Groups 5,6 Class 32: Final Exam 5:15- 7:15 Evaluations Hand back projects and papers Semester recap

Week 13 M 11.21 W 11.23 Week 14 M 11.28 W 12.30 Week 15 M 12.5

W 12.7 Week 16 M 12.12 W 12.14

Student Blog Posts Schedule: Blogs are DUE on the Monday listed above. Each blog post will be at least 3 paragraphs in length with 2 links to outside sources. If you wish to include a video or a photo, please send that

to me in an e-mail to andream@stedwards.edu. Use STUDENT BLOG POST as your category and include at least 4 tags for your entry. Assigned weeks will be given out on the first day of class.