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University of Evansville
Schroeder Family School of Business Administration
MKT 385 Digital Marketing
Fall 2017, MWF 2:00 - 2:50 p.m., SB 173

INSTRUCTOR: Dr. Atefeh Yazdanparast

Office: Schroeder, Room 146
Phone: Phone: 812-488-2480
Email: ay42@evansville.edu (preferred method of contact)
Office Hours: Monday, Wednesday 3:00 4:00 p.m. or by appointment
(I will also be available electronically during the week)

MISSION STATEMENT OF THE SCHROEDER FAMILY SCHOOL OF BUSINESS

ADMINISTRATION
The mission of the Schroeder Family School of Business Administration is to provide a life-transforming,
high quality, innovative business education within a liberal arts and sciences framework. The school's
faculty engages in the creation of knowledge through scholarship and provides its students with
experiential learning and a global perspective that enables them to engage the world as informed and
ethical business professionals.

CREDIT HOUR POLICY

This is a three credit hour course. This course meets the federal requirement of 15 in-class hours plus an
expected 30 hours of out-of-class work per credit hour. Throughout the semester, student teams will have
at least two 10-minute meetings with the instructor outside the class meetings to discuss course project
and receive feedback.

CATALOG COURSE DESCRIPTION

This course examines timely concerns at the intersection of marketing and technology. Topics include
internet technology for marketers, online privacy and security issues, buyer behavior online, and digital
marketing techniques such as banner advertising, advertising and participating in social media, search
engine optimization, and mobile and email marketing.
Prerequisite: Principle of Marketing (MKT 325)

STUDENT LEARNING OBJECTIVES

This course is designed to introduce the students to various nuances of e-commerce and digital marketing.
After successfully completing this course, students should be able to:
Define different types of e-commerce business models and identify examples of each model.
Describe the Internet Technology for marketers.
Explain the phenomena of e-commerce, electronic retailing, and digital marketing.
Analyze the behaviors and needs of buyers in the digital environment and use that information to
target customers and provide a satisfying e-commerce experience.
Define and analyze and social network marketing, mobile marketing, e-mail marketing, and
search-engine marketing.
Discuss the social, legal, and ethical implications of e-commerce.
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REQUIRED MATERIALS
Textbook: Laudon, Kenneth C., and Carol Guercio Traver (2013), E-commerce: Business. Technology.
Society. 9th ed., Pearson/Prentice Hall.

Supplementary readings: Several supplementary readings will be part of the course to provide a more
practitioner-oriented perspective to the concepts covered by the textbook. Students must review these
readings carefully and be prepared to discuss them in class.

TurningPoint Clicker: You are required to obtain one of Turning Points Response Card clickers from the
Bookstore for this course. To use your device, you need to create a TurningCloud account and purchase an
accompanying license. The good news is that you will be reimbursed for the license right away.

Note: We will start using clickers in class on Aug.28th. You must register your device ID using course
Blackboard page. To do so, you need to click on Turning Account Registration at the bottom of course
menu and complete the registration. The step by step instructions are provided on
https://acelink.evansville.edu/areas/ots/turningpoint.cfm. You need to read the Student Information section.
The deadline to register your device is 11:59 p.m. Aug.27th in order for your clicker questions to be recorded
and to receive clicker points.

Blackboard: The Blackboard Learning System is used to support the class administratively and to deliver
some course content. Some specific functions include:
Announcements and emails
Course materials and assignments
Online classes
Lecture slides
Grade posting

You can access Blackboard using the Internet. The site is password protected. To log-in, go to
http://bblearn.evansville.edu and enter your ID and password. You should log-in at least once per day
during the week to make sure you are cognizant of current information and updates

Internet Access: You will need Internet access and a web browser such as Mozilla Firefox or Internet
Explorer. Course materials and assignments will be distributed via the Internet using Blackboard.

Lecture PowerPoints: You will have access to each lectures slides via Blackboard prior to class sessions.
Note that these slides are not identical to the ones used by instructor for lectures. For instance, these slides
will not include the clicker questions discussed during the lecture. It is your responsibility to take note
during the class lectures. You may find this useful for exam preparation.

COURSE FORMAT
The course will be conducted by a combination of textbook and reading assignments, lectures, in-class
activities and discussions (including several video cases), online classes, and in class exams. Lectures will
cover the assigned topic but will not necessarily present all the material covered in the text or readings.
Additionally, we will discuss current topics in marketing. I expect you to be prepared to discuss and/or
apply assigned readings to activities, assignments, and case studies.
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GRADING
Grading will be based on your performance on the following evaluation instruments:

Evaluated Item Points Percent

1. Online classes (5 @ 20) 100 10%
2. Clicker questions and attendance 100 10%
3. Class participation 100 10%
4. Exams (2 @ 100)* 200 20%
5. Digital marketing in action 200 20%
8. Semester project (each part @ 60) 180 18%
9. Project presentation 120 12%
Total 1000 100%

*50 questions @ 2 points each

Percentage Total Points Grade

92 %-100% 920-1000 A
90%-91.99% 900-919 A-
88%-89.99% 880-899 B+
82%-87.99% 820-879 B
80%-81.99% 800-819 B-
78%-79.99% 780-799 C+
72%-77.99% 720-779 C
70%-71.99% 700-719 C-
68%-69.99% 680-699 D+
60%-67.99% 600-679 D
Less than 60% Below 600 F

1. Online Classes: There will be five online videos in which I expect you to observe, listen to, and
analyze video or audio presentations on topics in digital marketing. The online classes are available for
24 hours starting at 8 a.m. on the designated date (as mentioned in course schedule) and closing at 8
a.m. the following day. You will have 50 minutes to watch each video and answer the questions
associated with that video during the 24 hours availability period. You will be graded based on your
answers to the associated questions that follow each presentation.

Note: You will be able to review your online class performance once the availability period for each
online class is over and the online class is graded. The steps on how to review your performance are
shown in the following video: http://screencast.com/t/dT0qPi6PmRQl

IMPORTANT: If you have technical problems with Blackboard Learning System (e.g., it is slow, you
are being knocked off, you cannot get to the home page, etc.), please contact Office of Technology
Services (OTS) help desk (812-488-2077 or help@evansville.edu).
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2 & 3. Clicker Questions, Attendance, and Class Participation: You are required to obtain a clicker
for this class. During the course of the lectures, questions will appear on the screen allowing you to
demonstrate your preparedness. Questions will be drawn from the textbook or other assigned readings
related to the topic of the day and/or previous lectures. Your responses will be recorded and scored.
Clicker questions will also be used to take role for attendance. Participation in class discussions counts
100 points.

IMPORTANT: Physical presence in class does not count as class participation; you need to
volunteer to answer questions, discuss clicker questions, etc. to receive participation points. In sum,
if you read before class, come to class regularly, and participate in class discussions, you will be
rewarded.

4. Exams: Exams evaluate your mastery of the course and concepts taught throughout the semester.
Material on the exams is taken from assigned readings (book chapters and other readings), lectures, any
guest lectures, online classes, class discussions, and clicker questions. Exams will be closed book/closed
notes and include multiple choice and true/false questions.

5. Digital Marketing in action: You and other members of your team will run this session and focus on
your assigned topic. Remember that this is your session and you will be instructing everyone on the topic
of your presentation. Your presentation will include an overview of the topic, its advantages and
criticisms, and demonstration of how it actually works. You can use the class web page for your
demonstration. You may use videos, handouts, and other supplementary tools for your presentation.
Student teams are allowed to bring their laptops/tablets to follow your instructions and learn about your
topic in action. Your grade depends on the quality and comprehensiveness of your presentation, your
mastery of your assigned topic, and your ability to engage students and manage your time effectively.

6 & 7. Semester Project and Presentation: Project is an important part of this course. Appropriate level
of input is essential. The project is aimed at identifying, exploring, and/or addressing the digital marketing
challenges of a client company/organization and providing solutions/suggestions for their digital
marketing plans.

An outline for this project is provided on course Blackboard. The project requires you to take initiative,
think, and make decisions on your own. The project is broken into different parts with interim deadlines that I
will use to evaluate your progress, provide you feedback, and help you stay on track. You will be evaluated
on each part of the project as well as the final project and presentation. The lowest project grade (part I or part
II) will be dropped if the final project report has high quality.

IMPORTANT: I expect each team to meet with me at least two times throughout the semester. Each meeting
will take approximately 10 minutes. You are expected to schedule each meeting prior to the due date for part I
and part II of the project. The purpose of these meetings is to make sure that you are on the right track and to
provide you with feedback before I grade your work.

IMPORTANT: Your project report must read well and have a logical flow. Avoid informal sentence
structures and word choices. I encourage you to receive help from the University Writing Center
(https://www.evansville.edu/writingcenter/, office number 814-488-2218) to assure your report has the
expected quality. I receive detailed reports of your sessions with the Writing Center and will give up to 5
bonus points (for each part of the project) if you effectively use Writing Centers services to improve your
report.
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Note: Remember that you will experience uncertainty during this process. You may not have all the
information needed for making various decisions. I want you to understand that this is REALITY. If
businesses can have all the information needed for decision-making and the information is reliable, then
there will be no need for managers i.e., computers can be programmed to make decisions. Managers are
needed because we can make decisions with incomplete and imperfect information. So uncertainty is part
of this process. I want you to learn to deal with it by actually making decisions under such uncertainty,
right here, during this semester.

Note: Your project grade will include a peer evaluation component (for each part of the project), so those
who dont contribute equally will earn fewer points. In extreme cases, teams may request removal of a
team member. In that case, the student will be required to complete the project individually. Project peer
evaluation form is posted on Blackboard. Failure to submit the form will result in 5 point penalty.

EXTRA CREDIT
No extra credit will be available unless it is offered to the entire class. Any extra credit opportunities will be
announced by Blackboard email and/or Blackboard announcement in advance.

MISSING AN EXAM, QUIZ, OR OTHER GRADED ASSIGNMENT

Online classes or other graded assignments (except exams) cannot be made up. If you must miss an exam
due to unavoidable circumstances, you must contact me in advance. If the circumstances merit, I will
schedule a make-up exam. In order to be considered for the makeup of an in-class exam, you must notify
me before the day of the in-class exam in one of the following two ways: Email or in-person. Failure to
provide prior notification will result in a failing grade for the exam. University approved documentation
may be required to schedule a make-up exam.

CLASSROOM ETIQUETTE
Regular class attendance is required to keep up with assigned readings, lectures, and projects. Excessive
class absences, tardiness and/or failure to keep up with assigned readings will inevitably result in lower
grades. If you are late for class, you will be counted ABSENT unless you have already informed me
about the reason for being late.

Class Policy for Email Communications: Use proper salutation (i.e., Dear Dr. Y or Dear Dr.
Yazdanparast) in your emails and communicate professionally. Make sure you read the syllabus and
check the emails/announcements. In most cases, your question is already addressed either on the syllabus
or via Blackboard announcements/emails.

Class Policy for Using Electronic Devices:

Laptops and Tablets: Laptops, tablets, and smartphones are NOT allowed to be used in class
(unless otherwise instructed).
Cell phones: Using cell phones for any reason is not allowed in class (unless otherwise
instructed). If you use your cell phone in class, you will lose class attendance for that session.
Recorders: Classes may NOT be recorded without permission of the instructor.
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ACADEMIC HONESTY
As a condition of matriculation at U.E., you signed a Pledge of Honor statement indicating your
understanding of an agreement to comply with the Academic Honor Code, which states:
I understand that any work which I submit for course credit will imply that I have adhered to this
Academic Honor Code: I will neither give nor receive unauthorized aid, nor will I tolerate an environment
which condones the use of unauthorized aid.
Unauthorized aid in this course means:
Using a current or previous students work to prepare your own.
Allowing another student to use your work to prepare his or her own.
Copying from another students quiz or exam, or allowing someone to copy from yours.
Referring to notes or other disallowed material during quizzes or exams.
Using electronic devices, including dictionaries, cell phones, and PDAs, during exams.
Using source material without proper citation; i.e., plagiarizing.

At a minimum, violating the Academic Honor Code will result in zero credit on that exam or assignment.
Additional consequences will be determined using my discretion on a case-by-case basis.

AMERICAN DISABILITIES ACT

It is the policy and practice of the University of Evansville to make reasonable accommodations for
students with properly documented disabilities. Students should contact the Office of
Counseling and Health Education at 488-2663 to seek services or accommodations for disabilities.
Written notification to faculty from the Office of Counseling and Health Education is required for
academic accommodations.

OTHER IMPORTANT DATES

Last Day to Register/Add Aug. 29
Last Day to Drop (without a W) Aug. 29
Last Day to Withdrawal with a W Nov. 10
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UNIVERSITY OF EVANSVILLE
SCHOOL OF BUSINESS ADMINISTRATION
EXPECTATIONS OF STUDENTS

The responsibility for creating and maintaining a positive learning environment in

the School of Business Administration is shared by instructors and students. This
Expectations of Students defines the required behaviors for students who choose to
join the School of Business Administration community.

Students will treat instructors and fellow students with respect by

o Thoughtful listening and interaction
o Respecting others views which may differ from their own
o Using appropriate language
o Limiting side-conversation and outside reading material in class
o Supporting the instructors ability to teach and other students ability to
learn

Students will participate actively in the overall academic experience by

o Reading, understanding and adhering to policies outlined in the class
syllabus
o Attending class regularly and punctually
o Devoting full attention during class time
o Preparing for each class appropriately and completely
o Contributing to class discussions
o Adhering to the University Honor Code

Faculty, at their discretion, may restrict the use of electronic devices during class.

Students will, when representing the School of Business Administration off

campus, behave in a professional manner that reflects positively on the School.

Students should refer to the University Student Handbook for policies and
procedures relating to Class Attendance, Academic Advising, and Students
Rights and Responsibilities.
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Tentative Course Schedule (Page 1 / 2)

Session Supplementary readings &

Date Day Topic Important dates
# activities
1 Aug.23 W Introduction to the Course & Syllabus Discussion
2 Aug.25 F Online Class # 1 Digital Divide Opens at 8 a.m.
3 Aug.28 M R1:Marketing Strategy for the Mobile Start Using
Ch#1: The Revolution Is Just Beginning
Mind Shift Clicker
4 Aug.30 W Ch#1: The Revolution Is Just Beginning R2: Magic of Wearables at Disney Team Formation
5 Sep.1 F Ch#1: The Revolution Is Just Beginning Video Case: On-Demand Economy
6 Sep.4 M Labor Day (No Classes)
7 Sep.6 W Ch#2: E-Commerce Business Models and Concepts
8 Sep.8 F Ch#2: E-Commerce Business Models and Concepts Video Case: Groupon
9 Sep.11 M Project Discussion Meet With Client
10 Sep.13 W R3:Get on the Target
Ch#3 The Internet And World Wide Web
R4:Beyond Dot Com
11 Sep.15 F Online Class # 2 Open World Opens At 8 A.M.
12 Sep.18 M Ch#4: Building an E-Commerce Web Site R5:To Track a Customer
13 Sep.20 W Ch#4: Building an E-Commerce Web Site Video Case: To Ad Block or Not
14 Sep.22 F Digital Marketing in Action: Weebly
15 Sep.25 M Ch#5: Online Security and Payment Systems R6: A New Cyber Threat
16 Sep.27 W Ch#5: Online Security and Payment Systems R7:Mobile Payments, Global Adoption
17 Sep.29 F Exam#1 Chapters # 1, 2, 3, 4, & 5, Supplementary Readings, and Online Classes # 1, & 2
18 Oct.2 M Digital Marketing in Action: Klout & Hootsuite R8:Sphere of influence
19 Oct.4 W Project Discussion Project PI Due
20 Oct.6 F Online class# 3 New Currency Opens at 8 a.m.
21 Oct.9 M Fall Break (No Classes)
22 Oct.11 W R9:Digital Advertisings Automated
Ch#6: E-Commerce Marketing Concepts Future
R10:Online Ad Bidding
23 Oct.13 F Ch#6: E-Commerce Marketing Concepts
24 Oct.16 M Ch#6: E-Commerce Marketing Concepts R11:Differential Gen Ys World of Apps
25 Oct.18 W Ch#7: E-Commerce Marketing Communications Video Case: Value of Mobile Marketing
26 Oct.20 F R12: Beginners Guide to Search Engine
Optimization, Chapter1, 4, & 5 at:
Ch#7: E-Commerce Marketing Communications
https://moz.com/beginners-guide-to-seo
R13: Marketers SEO Playbook
27 Oct.23 M Online Class # 4 Authenticity Opens At 8 a.m.
28 Oct.25 W Digital Marketing in Action: Mozbar
29 Oct.27 F Ch#9: Online Retailing And Services Video Case: Etsy
30 Oct.30 M Ch#9: Online Retailing And Services
31 Nov.1 W Ch# 10: Online Content and Media R14:Netflix, Amazon and Hulu
32 Nov.3 F Ch# 10: Online Content and Media
33 Nov.6 M Ch# 10: Online Content and Media R15:Under the Pinfluence
34 Nov.8 W Digital Marketing in Action: Google Analytics
35 Nov.10 F Ch#11: Social Networks, Auctions, and Portals R16:The Social Media Multiplier Effect
36 Nov.13 M R17:10 Questions You Should Not Ask
Ch#11: Social Networks, Auctions, and Portals
about Social Media
37 Nov.15 W Ch#11: Social Networks, Auctions, and Portals Video Case: Instagram
38 Nov.17 F Project Discussion Project PII Due
39 Nov. 20 M Online class # 5 Filter Bubbles Opens at 8 a.m.
40 Nov.22 W Thanks Giving Break (No Classes)
41 Nov.24 F Thanks Giving Break (No Classes)
42 Nov.27 M Digital Marketing in Action: Google Demo Account
43 Nov.29 W Exam #2 Chapters 6, 7, 9, 10, & 11, Supplementary Readings, and Online Classes # 3, 4, & 5)
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Tentative Course Schedule (Page 2 / 2)

Session Supplementary readings &
Date Day Topic Important dates
# activities
44 Dec.1 F Project discussion
45 Dec.4 M Practice Presentations Report Review
46 Dec.6 W Practice Presentations Report Review

Project Report Due & Project Presentation to Client

Monday Dec. 11th at 2: 00 p.m., SB 173