COURSE SYLLABUS

COURSE TITLE:

DIGITAL MARKETING & WEB ANALYTICS

COURSE CODE:

MKTG315

PREREQUISITES: MKTG210, COMP120, COMP311

SEMESTER:

FALL 2016

INSTRUCTOR:

Mr. Baber MIRZA

CREDITS:

EMAIL:

bmirza@groupe-igs.fr

SCHEDULE:

3
Wednesdays
8h30-11h30

COURSE DESCRIPTION:
Students may be curious about the terminologies E-Marketing, E-commerce and E-Business. These
terms are usually used interchangeably, and students have to understand that, in order for all ecommerce activities to be successful for any give business, it has to be backed by digital technologies.
Meaning, without a proper e-business infrastructure, e-commerce will fail.
E-commerce encompasses the whole value chain activities of a business and organization. If done right,
it will help in speed up processes, reduce costs of business expenses, and also generate an increase in
ROI. Embracing digital technologies has become the norm for many organizations (big or small) and has
given rise to platforms such as E-bay (auctioning sites), Facebook (social networks), and cloud networks.
E-Marketing is the marketing strategies used with digital technologies mixed with traditional and new
philosophies of marketing to build profitable customer relationships (preferable using online digital
technologies)
The course will use the book Emarketing Excellence as well as other resources to guide students as to
how to develop an e-commerce strategy and finally build and market their own website as a final
project. Through this course, students will develop a capacity to understand the potential of Ecommerce
and its key drivers. They would be made aware of strategic questions raised to business managers so as
to have personal perspective on these issues.

COURSE OBJECTIVES:

To understand and learn key concepts and definitions pertaining to E-Marketing and E-Commerce
To be able to understand project implementation, online consumer behavior, and the changing
nature of digital technologies
To be aware of the important challenges facing business managers regarding change management
in E-Business and E-commerce.

Presence in class is mandatory. More than 2 absences will lead to a failing grade.

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EXPECTED LEARNING OUTCOMES:

Upon completion of this course students should be able to:
To be able to clearly define E-Marketing in its proper context with regards to long term online
customer relationship building and profit making
To be able to assess the online supply chain management of any given business infrastructure
To be able to analyze the online consumer behavior and trends
To be able to build a website and construct a business proposal complete with a feasibility study,
projection of expected sales and profits, and web site structure and design

MANDATORY TEXTBOOK:
Understanding digital marketing by Damian Ryan 3rd Edition ISBN-13: 978-0749471026
Additional Resources:
Emarketing Excellence by Dave Chaffey
E-Business and E-Commerce by Dave Chaffey
E-Commerce by Laudon
Conversion Psychology by Gregory Ciotti
Niche Envy Marketing Discrimination in the digital age by Joseph Turow

EVALUATIONS:
The final grade will be determined as follows:
Particulars
Grade
*Regular Class Participation and Input Reading of material
15%
Exercises related to the project
20%
Case Studies
30%
Final Project and Report
35%
Extra credit / Creativity grade*
10%
*This grade is outside the range of the normal percentage. It will add value to your current marks.
INTENDED LEARNING
OUTCOMES
Demonstration of the
understanding of
online marketing and
internet client
relationship building
Ability to explain the
aspects of the online
supply chain of any
given company.
Ability to describe the
online consumer

SUPERIOR
PERFORMANCE
Will demonstrate
excellent
understanding of
Emarketing

SUFFICIENT
PERFORMANCE
Will demonstrate
good
understanding of
Emarketing.

WEAK
PERFORMANCE
Will demonstrate
some
understanding of
Emarketing.

INSUFFICIENT
PERFORMANCE
Will demonstrate
little or no
understanding of
Emarketing.

Aspects the online

SCM of any given
company well
explained.
Excellent
description of the

Aspects the online

SCM of any given
company taken
into consideration.
Very good
description of the

Aspects the online

SCM of any given
company are
addressed.
Some description
of the online

Aspects the online

SCM of any given
company not
addressed.
Very little or no
description of the

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behavior.
Application of key
concepts in
developing a website
and feasibility plan.

online consumer
behavior.
Excellent
demonstration of
developing a
website and
feasibility plan.

online consumer
behavior
Good
demonstration of
developing a
website and
feasibility plan.

consumer behavior
Some factors are
used for
developing a
website and
feasibility plan.

online consumer
behavior.
Very little
demonstration of
online marketing
strategy that
corresponds to the
material thought.

COURSE SCHEDULE:
Dates
Session 1
14-Sep-16

Session 2
21-Sep-16

Session 3
28-Sep-16

Session 4
5-Oct-16

Session 5
12-Oct-16

Session 6
19-Oct-16

Session 7
26-Oct-16
Session 8
2-Nov-16

Session Content
Chapter 1 and 2
Introduction to the subject matter and defining and preparing your business for the
digital market. This session will elaborate on some key factors that will enable you to
think like a startup and entrepreneur in the digital age
Chapter 3
Building your channel
How would you build your website, how to choose the right domain name, developer,
and content for your online digital marketing strategy.
Chapter 4
Measuring the metrics of your website and digital marketing campaigns. We will
explore some important metrics in order to be able to establish if the website is
generating a successful campaign.
Chapter 5
How to get traffic to your website and or page. Optimizing the site for search engines
and ranking on search websites. This is a technical chapter.
Chapters 6 and 7
Marketing tactics using email and social media. In this chapter we will explore how to
utilize email marketing campaigns and social media such as Facebook, Youtube, etc,
to generate an audience building scenario.
Project Development
Bring your business plans and cost analysis. One pager for BP and CA. Each group will
have to present their website project proposal to the whole class.
Chapter 8
Understanding mobile marketing. We will have a discussion on mobile and
smartphone marketing. This is a chapter that will open your eyes to the strength of a
huge potential market that very few entrepreneurs realize can be easily developed.
Chapter 9

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Understanding performance marketing (affiliate marketing). The new buzzword for

affiliate marketing is performance marketing. In this discussion, we will learn about
how to reorganize opportunities for strategic partnerships.
LAB WORK
Session 9
9-Nov-16

Introduction to web analytics and using Google analytics.

In this session we will discuss the basics of analysis and statistics for marketing
campaigns and also email campaigns. This will be followed by the registration and
basic instructions of using the free service of Google Analytics
LAB WORK
Assessment of online marketing campaigns

Session 10
16-Nov-16

This session will explore the concepts of the various (2 or 3) marketing campaigns that
were launched by you and to gather the results for assessment. Based on this details,
you will modify your web based project to be launched again in different target
market
A/B testing, multivariate testing will be explained and we will try to test this with
MailChimp
LAB WORK
Connecting the dots

Session 11
23-Nov-16

Session 12
7-Dec-16

In this final session, you will develop your online strategy alongside the results of your
2nd results. This will help you change the contents of your website and show you the
nature of online website management as a particularly frequent task as the online
markets are highly competitive
Final Presentations and Report Submission
To be presented in front of the professor and a jury member

Class Rules (That also has consequences on your grading): The class environment is a sacred place
where individuals seek to correct their mistakes, gain insights, and engage in critical analysis and
discussion. Please ensure that you have your cellphones on silent and they should not be visible. If you
arrive 10 minutes after the class starting time, you will be marked late. Class breaks are for 10 minutes.
Coming after the break time will lead you to get another late. 2 late leads to 1 absence. The first 10
minutes are reserved to discuss problems regarding the course material.
Lateness (tardiness, more than 2 late arrivals, will not be tolerated.)
Attendance (absences without valid reason will reflect poorly on your performance)
Late assignments (penalty will cause reduction in marks due to lateness or no marks will be
awarded)
Quizzes (no make-up quizzes unless there is a valid reason for absence)
Class Order (No gossiping be part of the class and discussion)
Cell Phones and gadgets (Off and in your pockets, laptops and tablets only to be used if allowed)
Textbooks (Required at all time in class)
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