Approved Course Outline

MAR 4721 - Digital Marketing Strategy

College of Business
Credit(s): 3
Contact Hours: 47
Fall 2023 (625)
Requisites
Prerequisite MAR 3802 with a minimum grade of C and
Admission to Management and Organizational Leadership (Bachelor of Applied Science) (MGTORG-BAS)
Course Description

This course details the processes and management techniques using critical thinking and strategic decision making to combine online technologies such as e-marketing, social media, mobile, search engine optimization (SEO), data, and metrics to enhance brand value and drive marketing exchanges. Students will define various digital marketing channels and how they fit within an integrated marketing/branding strategy. Students will apply digital marketing strategies to real world marketing situations and business decisions. This course will lead students to use data sourcing, analytics, and digital marketing metrics, to create and measure integrated digital marketing/branding campaign plans for real-world practical business utilization. 

Learning Outcomes and Objectives
  1. The student will demonstrate the ability to identify the strategic role of various marketing channels and components within an integrated digital/e-marketing strategy by:
    1. defining the strategic components and phases of an integrated digital/e-marketing strategy.
    2. describing each of the following, their roles and importance in designing an integrated digital/e-marketing/branding strategy: i. data sourcing and usage ii. web analytics iii. email marketing iv. social media marketing v. mobile application marketing vi. SEO vii. Personalization viii. Others
    3. summarising macro-environmental issues of data-driven integrated marketing/branding strategies, such as privacy, security, regulation, political impact, and new/emerging technologies.
    4. discussing the role and key trends of omnichannel marketing within integrated digital/e-marketing strategy.
  2. The student will demonstrate the ability to apply the principles of marketing information system platforms and how they fit within an integrated digital/e-marketing strategy by:
    1. identifying digital marketing workflow and the various roles of marketing management information systems.
    2. summarising each of the following, their roles, and importance in designing an integrated digital marketing/branding strategy: i. Marketing Automation ii. Sales Automation iii. CRM platforms iv. ERP Solutions v. Others
    3. using marketing dashboard functions and trends to achieve business objectives in an integrated digital marketing/branding strategy.
    4. carrying out digital marketing workflow design to align strategic Information system components and business goal achievement.
  3. The student will demonstrate the ability to analyze the use of various approaches and processes in the design and implementation of an integrated digital/e-marketing plan by:
    1. researching real-world business issues and the digital marketing strategies used to address them.
    2. examining the business processes used in strategic decision making for digital marketing camping planning and implementation.
    3. choosing appropriate digital marketing strategies for real-world issues.
  4. The student will demonstrate the ability to create and present an integrated digital/e-marketing strategic plan for a real-world business by:
    1. choosing a real-world business.
    2. combining appropriate components to create a customized integrated digital/e-marketing strategy.
    3. adapting best practices for creating an integrated digital/e-marketing strategy.
    4. producing a digital/e-marketing strategy for a local business.
  5. The student will demonstrate the ability to evaluate business decisions as they pertain to strategic integrated digital/e-marketing campaigns by:
    1. deconstructing external business and marketplace issues resulting from changes in consumer attributes, behaviors, and demands and how they may affect an Integrated digital/e-marketing campaign.
    2. outlining a firm’s current marketing personnel and organizational structure to Identify possible issues relating to the support of integrated digital/e-marketing.
    3. checking major components in a firm's current IT infrastructure and assessing problematic areas for supporting integrated digital/e-marketing.
    4. recommending outsourcing and partnerships for digital/e-marketing and advertising services.
Criteria Performance Standard

Upon successful completion of the course the student will, with a minimum of 70% accuracy, demonstrate mastery of each of the above stated objectives through classroom measures developed by individual course instructors.

History of Changes
C&I Approval: 02/24/2023, BOT Approval: 03/21/2023, Effective Term: Fall 2023 (625)
Related Programs
  1. Management and Organizational Leadership (MGTORG-BAS) (645) (Active)