BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University
BUS M&L 894.81
Digital Marketing
Masters of Business Administration Program
Max M. Fisher College of Business
The Ohio State University
Spring 2012
Hybrid
Mondays, Wednesdays: 6:00 – 7:48 p.m.
Room: Resource Interactive Headquarters and Mason Hall Rotunda
----------------------------------------------------------------------------------------------------------------------------- ---Faculty Instructor: Michael Bills
Office: 252 Mason Hall
Office Hours: by appointment
Phone: 614.226.0072
Email: bills_36@fisher.osu.edu
COURSE HIGHLIGHTS:
This course will provide students with an understanding of how to manage digital marketing
assets in order to develop strategies and execute tactics associated with cross-channel marketing
in the digital era.
COURSE DESCRIPTION:
This course examines the digital marketing industry as a whole by specifically assessing
Resource Interactive’s strategic approach. Resource is a nationally renowned digital marketing
agency headquartered in Columbus, OH. This course, as taught by the leadership of Resource
including CEO Kelly Mooney, will help participants analyze and evaluate the various techniques
related to research, strategy formulation, design, development and assessment of various digital
marketing deliverables (i.e. websites, e-commerce, mobile solutions, applications, etc.)
Participants will also be able to assess a company’s openness and have the ability to make
recommendations on improving a brand’s positioning and offer. This course will provide
participants with an understanding of how to manage digital marketing assets in order to develop
strategies and execute tactics associated with cross-channel marketing in the digital era.
COURSE MATERIALS
1.) Primary Course Text: “The OPEN Brand – When Push Comes to Pull in a Web-Made World”
Authors: Kelly Mooney (CEO, Resource Interactive) and Nita Rollins, PhD
2.) Course Packet: Required reading packet available in downloadable, electronic format from
Harvardbusinessonline.com. Included are readings (articles and book/chapter excerpts) and case
studies. NOTE: includes copyrighted material and therefore requires that each student purchase
his or her own copy of the materials. SEE INSTRUCTIONS FOR PURCHASING BELOW ON
PAGE 6
COURSE APPROACH
The class is intended to be highly interactive and discussion-oriented therefore regular
attendance is mandatory and vital to successful completion of the course. Critical participation
and discussion are an important part of the course and therefore requires active involvement and
contribution from all individuals enrolled in the course. Therefore students must come to class
fully prepared each day. Full preparation means that you have carefully read, in full, the entire
reading assignment, and/or have completed any and all activities and/or other assignments as
described in the course outline. Further you should be able and prepared to critically discuss the
subject matter, apply it to a real or hypothetical case and be able to support and defend your
BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University
perspective to the class. Successfully completing this course requires that you are willing and
able to make such a commitment for preparation of this type and level.
COURSE REQUIREMENTS & GRADING
Standards of Integrity and Conduct: each student in this course is expected to be familiar with
and abide by the principles and standards set forth in The Ohio State University’s code of student
conduct and code of academic conduct. You can review these documents or download a .pdf
version at:
http://studentaffairs.osu.edu/resource_csc.asp
and
http://www.gradsch.osu.edu/Content.aspx?Content=10&itemid=1
It is also expected that each student will behave in a manner that is consistent with the Fisher
Honor Statement, which reads as follows:
“As a member of the Fisher College of Business Community, I am personally committed to the
highest standards of behavior. Honesty and integrity are the foundations from which I will
measure my actions. I will hold myself accountable to adhere to those standards. As a future
leader in the community and business environment, I pledge to live by these principles and
celebrate those who share these ideals.”
While most students have high standards and behave honorably, like every academic institution
we sometimes encounter cases of academic misconduct. It is the obligation of students and
faculty to report suspected cases of academic and student misconduct. Students can report
suspected violations of academic integrity or student misconduct to faculty or to a program’s
leadership. All reported cases of academic misconduct are actively pursued and confidentiality is
maintained.
Grading Policy and Practices: With the objective of establishing as dynamic and effective a
learning environment as possible, the course requires a commitment on your part not only to
attend all classes, but also to prepare fully and to participate. We will work together to create an
environment in which open, rigorous discourse is the standard. Thus, each of you must be willing
not only to share your ideas and analysis with your colleagues, but also be open to challenges of
those ideas.
The following are the fundamental principles for grading in this course:

The requirements for this course are identical for everyone. This means it is not possible
to “make up” for poor performance through “extra credit” work.

Any exams cannot be retaken or taken at times other than the scheduled period except
under circumstances of extreme hardship and as approved by the instructor.

As required by school policy, grading will be based on relative rather than absolute
standards. The average grade in this course will be a 3.5 or lower. A “B” (3.00) average
in core courses and overall is required to earn a Fisher MBA degree from The Ohio State
University.

It is possible to earn any of the official OSU grades, from an “A” to an “E”, in this course.

Sometimes cases of academic misconduct arise due to apparent confusion over the
degree of collaboration allowed on assignments. University policy clearly states that it is
BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University
each student’s responsibility to resolve issues that appear ambiguous directly with the
faculty members. However, to help create clarity and avoid potential misunderstandings,
we use the following letters to indicate collaboration allowed on each assignment:
N: No Collaboration of Any Kind Allowed
T: Collaboration Only with Teammates Allowed
A: Collaboration with All Fellow Students Allowed
U: Unlimited collaboration with All Fellow Students and Other Parties Allowed
There are 200 possible points to be earned through assignments for this course. Points are
allocated as follows:
•
Class Participation - contribution to discussion: 60 points (U, collaboration with all
fellow students) -Value: 30% of overall grade.
•
Team Assignment/Group Project (1): 80 points total includes impact of peer
assessment (see below) (T, team only) - Value: 40% of overall grade.
•
Mid-Term Exam: Test: 60 points (N, no collaboration) - Value: 30% of overall grade.
Class Collaboration: Participation and contribution are extremely important. Participation on all
forum discussions is mandatory. Most of your learning will occur in preparation for and
participating in the case discussions. The course is designed to allow cumulative insights of your
colleagues to contribute to the evolution of the class’s learning. Thus the entire in-class learning
experience relies on each of you taking responsibility for contributing to the discussion. Class
contribution will comprise a significant portion of your grade. As is the case in real-world work
environments, you are judged by what you contribute. Even if you feel that you know the material,
unless you share your insights with the class, no one can adequately evaluate your preparedness
and contribution. It is only through consideration of many diverse opinions and viewpoints that we
will move toward a greater shared understanding of the multi-dimensional and horizontal material
that this course includes. Each day I may ask one or more individuals to “open” the discussion
with a summary of the key issues along with his or her analysis of those issues on the course
Discussion Forum. It is important that each of you be prepared to respond to the invitation to
open discussion.
In the unlikely event that you are not prepared for class, then please let me know beforehand so
that we might spare both of us the embarrassment of the class waiting for your post. You should
be able to identify the key issues, problems and/or opportunities discussed in the article or case,
to articulate and evaluate alternate approaches or perspectives, and to describe your view.
It is important to appreciate that every student is an important participant in the class discussion,
and that it is equally important that each of us listen carefully to one another and attempt to build
on or constructively critique prior comments. Please resist the temptation to jump to topics that
are not specifically open for discussion. It is also important to note that you are rewarded for your
contribution, not just for your participation. Your contribution score will be based on how much
you contribute to the class’s learning, not just by how much you talk in class. Some of the specific
things that will have an impact on effective class participation and on which you will be evaluated
include:

A willingness to take intellectual risks and to test new ideas, rather than contributing only
“safe” comments (e.g. repetition of facts from cases or readings without analysis or
conclusions or repeating comments that have already been made by someone else.)

Contribution of points that are relevant to the discussion. Are they linked to comments of
others and to the themes that the class is exploring together?
BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University

Do the comments add to our understanding of the situation? Are they incisive? Do they
cut to the core of the problem?

Is there a willingness to challenge the ideas that are being expressed in a compelling and
intellectually sound manner?

Does the participant integrate material from the past classes or the readings where
appropriate? DO the comments reflect cumulative learning over the course and the MBA
curriculum, or does the participant merely consider each case in isolation?

Is theoretical material applied effectively and appropriately?
Finally, I understand that for some participating in class can be an intimidating experience initially,
so having a hybrid learning experience should help all learners. A hybrid allows for both
synchronous and asynchronous learning opportunities.
Attendance: It is imperative that each of you arrives to the synchronous activities on time and
fully prepared each day. Late arrival or unannounced and unapproved absence will not be
tolerated. This course features guest lectures from executive level professionals of
Resource Interactive; therefore, it is unacceptable, unprofessional, and disrespectful to
take advantage of their time and contribution by arriving late to their presentations.
Group Project: A document detailing the group project is located at the end of this syllabus. The
Group Project is to be conducted in your assigned teams. The team deliverable will be a power
point presentation. Each team member will be assigned the same marks. Following the delivery
and presentation there will be a peer assessment survey of individual contributions to team
efforts. The outcome of the assessment can cause an individual’s score to be raised or
lowered. Group projects will be due 24 hrs. prior to the beginning of the class on the assigned
dates.
Disability Policy: Students with disabilities or requiring special accommodations should work
directly with The Ohio State University Office of Disability Services (ODS). ODS is located in 150
Pomerene Hall. The ODS phone number is (614) 292 - 3307.
Grade Appeal Policy: Grades on exams and assignments are intended to reflect the overall
quality of performance of the student(s). If you think your grade on an exam or assignment does
not reflect the quality of your performance, you may submit a clear, written explanation of your
reasoning within one week following the return of your assignment or test. The written
document need not be long but it must clearly identify the problem or issue of concern. I will
carefully consider all such appeals. There will be no grading appeals after the one-week
deadline has expired.
OFFICE APPOINTMENTS
I will be available to discuss any concerns to you on an individual basis either after synchronous
meetings or in my office. You may arrange mutually agreeable time to meet by emailing me. So
that I am prepared please specify in your email, the general topic that you would like to discuss
so that I may be prepared and so that we can maximize the effectiveness of our meeting.
Meetings are typically scheduled in 15-minute windows. If you believe you require more time,
please request a longer appointment.
NOTE: All readings, including text chapters, articles, and cases as well as assignments are to be
submitted, and/or read, studied, critically considered and completed PRIOR to the date and time
listed in each week’s course description. Assignments are to be submitted electronically to
CARMEN on the day they are due.
BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University
The schedule and listed “Module Navigation” is intended to provide all pertinent dates and the
timing of required assignments, tests, and readings as well as the sessions featuring guest
lecturers.
To order the readings, cases and articles available from Harvard Business Online please follow
the directions provided below. Any additional readings and chapters will be provided as handouts
on the first day of class unless otherwise noted as a free, online download. To order the cases
and articles as electronic downloads click on the link below to order the course materials:
http://cb.hbsp.harvard.edu/cb/access/13010553
If you have not registered with Harvard Business Online, you will be required to do so. This URL
will provide you with a list of required materials for use in this course.
Note that product formats may differ; some may require that a hard copy be shipped to you via
airmail. Electronic course materials are in PDF (Portable Document Format) and should be
viewed with Adobe Reader, available free at www.adobe.com. Students can access PDF files of
course materials via a link on Harvard Business Online for six months from the date of purchase.
You will have immediate access to the materials upon placing your order, for subsequent access,
you must login to http://harvardbusinessonline.org
I hope you find this a convenient way to access your course materials. For technical assistance,
please view the Quick Tips section or contact Harvard Business School Publishing at 1-800-8108858 or 617-783-7700. They are open 8am-6pm Eastern Standard Time. They can also be
reached at techhelp@hbsp.harvard.edu
BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University
SCHEDULE
WEEK ONE: UNDERSTANDING THE DIGITAL CONSUMER & THE DIGITAL
MARKETPLACE
Module 0: Asynchronous (online)
PRE-COURSE OVERVIEW (Nancy Kramer, Chairwoman & Chief Culture Officer, Michael
Bills, Executive Director, Innovation Initiative and course instructor, The Fisher College of
Business)

PRE-COURSE OVERVIEW - Introduction to learning objectives, course topics,
subject matter, expectations, and assignments

The “R.I. Reel” video (http://www.youtube.com/watch?v=kyzClXxsk68),

“The Future of Shopping” video (http://www.youtube.com/watch?v=h0N-mkuK_DI)

The “Resource interactive: Manifesto” video
(http://www.youtube.com/watch?v=NgNnUGsgIMA ).

READING ASSIGNMENT: First half of The O.P.E.N. Brand, and come to class
prepared to participate in critical discussion

ONLINE FORUM: Prepare questions to be posed to the authors of the OPEN
Brand
Module 1: Synchronous (in-class) – @ Resource (6:00-7:48 p.m.) (Monday, March 26).


INTRODUCTION TO THE OPEN BRAND (Kelly Mooney, CEO) – profiling
Resource's thought leadership regarding the prioritization of on-demand,
personalized, engaging and networked solutions.
INTRODUCTION TO THE OPEN BRAND (Nita Rollins, Futurist)
o
Organize Teams
Module 2: Asynchronous (online) (completed by Friday of week one)

CONSUMER EXPERIENCE JOURNEY (Tip Rose, Executive Director Retail) – a
review of the traditional purchase funnel, how digital is disrupting it and what tactics
can be deployed to take advantage.
o Consumer Insights (Mila Goodman, Executive Director of Strategy &
Experience)
o Future foresights/trends (Nita Rollin, Futurist)
o RI Labs/Tech capabilities (Dan Shust, Executive Director of Emerging
Media, RI:Lab)

READING ASSIGNMENT: Branding in the Digital Age, by David Edelman, HBR
December 2010; Finish reading The O.P.E.N Brand.

ONLINE, ASYNCHRONOUS TEAM DISCUSSION– to be completed by Friday of
week one.
BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University
WEEK TWO: DIGITAL COMMERCE – e-commerce, everywhere commerce – owned digital
media
Module 3: Asynchronous (online)

DIGITAL COMMERCE OVERVIEW (Laura Evans, VP, Digital Commerce) –
overview of digital commerce and the art and science of successful online retailing.
o
o
Reading Assignment: Era of Agile Commerce, by Brian Walker, Forrester,
May 2011
Reading Assignment: Barnes & Noble case by Jeffery Rayport, Dickenson
Louie, February 1, 2001
Module 4: Asynchronous (online)

DIGITAL COMMERCE DELIVERY (Klay Huddleston, VP Retail) – discussion on the
operational components for delivering upon the promise of digital commerce
o
o

Reading Assignment: The eBusiness Innovation Imperative, by Sheen
Noble, Forrester, April 29, 2011
Reading Assignment: E-Commerce at Williams-Sonoma (Case), by
Rosabeth Moss Kantor, Daniel Galvin, February 24, 2000
ONLINE, ASYNCHRONOUS TEAM DISCUSSION– to be completed by Friday of
week two.
WEEK THREE: DIGITAL MEDIA
Module 5: Asynchronous (online)

DIGITAL MEDIA OVERVIEW (Lora Schaeffer, VP Social Media & Marketing) –
overview of digital media and the delineation between paid, owned and earned
media.
o
Reading Assignment: The Future of Advertising, By Danielle Sacks, Fast
Company, November 17, 2010
http://www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html
o
Reading Assignment: Online Marketing at Big Skinny (Case), by Benjamin
Edelman and Scott Kominers, February 8, 2011
Module 6: Asynchronous (on-line)


PAID MEDIA OVERVIEW (Mallory Moore, Media Manager) – A deep dive into “paid
media” and how digital has enabled marketers to develop performance-based plans
to target the consumer like never before.
o
Reading Assignment: The Year of Marketing Dangerously, by Christopher
Meyer, October 1, 2008
o
Reading Assignment: “MedNet.com Confronts ‘Click-Through’ Competition”
(Case) by Allegra Young, April 20, 2007
ONLINE, ASYNCHRONOUS TEAM DISCUSSION– to be completed by Friday of
week three
BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University
WEEK FOUR: DIGITAL MEDIA CONTINUED
Module 7: Asynchronous (on-line)

EARNED MEDIA (Lora Schaeffer, VP Social Media & Marketing) – A deep dive into
“earned media” and how the role of social media has evolved to become a critical
component of any media plan.
o
Reading Assignment: Does Social Media Have A Return On Investment?,
By Farhad Manjoo, Fast Company, June 22, 2011
http://www.fastcompany.com/magazine/157/joe-fernandez-klout-social-media
o
Reading Assignment: UnME Jeans: Branding in Web 2.0 (Case) by
Thomas Steenburgh and Jill Avery, November 12, 2008
Module 8: Online Synchronous

EXAM

ONLINE, ASYNCHRONOUS TEAM DISCUSSION– to be completed by Friday of
week five
WEEK FIVE: MOBILE & ANALYTICS
Module 9: Asynchronous (on-line)

MOBILE (Stephen Burke, VP Mobile) – diversification of delivery and consumption of
online marketing, SMS campaigns and mCommerce.
o
Reading Assignment: Major League Baseball Advanced Media: America’s
Pastime Goes Digital (Case) by Anita Elberse and Brett Laffel, March 20,
2010
o
Reading Assignment: How Internet Standards Will Finally Deliver a Mobile
Revolution by Bengi Korkmaz, Richard Lee & Ickjin Park (McKinsey
Quarterly)
http://www.mckinseyquarterly.com/How_new_Internet_standards_will_finally
_deliver_a_mobile_revolution_2788
Module 10: Asynchronous (on-line)


MEASUREMENT & ANALYTICS (Tim Wilson, Director Measurement and Analytics)
– data mining, consumer segmentation, measurement, and risk management
o
Reading Assignment: The Web Analytics Maturity Model: A strategic
approach based on business maturity and critical success factors, by
Stéphane Hamel
http://immeria.net/oamm/WAMM_ShortPaper_091017.pdf
o
Reading Assignment: The Ford Fiesta, John Deighton, Leora Kornfeld
ONLINE, ASYNCHRONOUS TEAM DISCUSSION– to be completed by Friday of
week five
BUSML894.81
Digital Marketing
Instructor: Michael Bills
The Fisher College of Business
The Ohio State University
WEEK SIX: INTEGRATING & APPLYING COURSE LEARNING
Module 11: Synchronous (in-class) Monday, April 30, 2012 6 pm
 TEAM PROJECT PRESENTATION
GROUP /TEAM PROJECT ASSIGNMENT/PRESENTATIONS
Working as a team of 5, and utilizing learning from the course thus far, research, identify and
develop a final presentation AND formal deliverable power point, prezi, keynote or equivalent
(of no more than 25 pages in length) detailing the most optimal example of a major brand
and company of any type, and from any industry vertical in need of deploying new digital
processes, theories and practices taught in the course and “the O.P.E.N. Brand”.
Describe how the selected company could and should employ specific digital
processes and practices in order to increase and improve awareness, loyalty and
revenues. Specifically conduct an O.P.E.N. assessment. Conduct secondary research into
the company’s structure, leadership, culture and operations. Review and ultimately cite
published accounts of the organization’s approach to digital marketing and commerce,
analysts’ reports and/or other published opinions and perspectives regarding the competitive
nature of the organization’s offer, its strengths, and weaknesses. Utilizing frameworks,
models and philosophies from the course, explain how the company and business you select,
could leverage these theories and tools in order to more successfully leverage the digital
space on behalf of shareholders and consumers/customers.
INTRODUCTION
RATONALE - including but not limited to:
- CURRENT STATE – financial results (market-share growth, sales, etc) and
current performance of direct marketing and selling efforts
- RECOMMENDATIONS - modifications and/or additions to the digital marketing
and selling efforts that would benefit the organization
- CONSUMER BENEFITS –potential emotional and rational benefits and
potential increases in affinity & loyalty resulting from these benefits
- SUSTAINABLE POINTS OF COMPETITVE DIFFERENTIATION - how these
recommendations can assist the brand in increasing long –term sustainability
and viability
- CREATION PROCESS – any specific recommended steps for creating the
optimal brand and consumer experience
-SUMMATION: other interesting points or perspectives on the product or
service direction you would recommend.
Each team will present its assignment and will be strictly limited to 10 (ten) minutes, followed
by a 5 minute Q&A period. The instructors and each student will rate your presentation and
evaluate the quality of your submission. A scorecard/evaluation form will be supplied with the
syllabus.