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MKT 4093-CTA (81653) Regular – Automated Media Buying
& Agency Work
Syllabus
Instructor Marshall Sponder
Baruch College
Zicklin School of Business
Fall 2014
Course Description:
In this new and unique Special Topics course we are going to learn about and explore (as well as develop
hands on skills AND REPORTING) with the following topics (some of this is based on availability of
tools, platforms and pro-bono reporting clients to create deliverables for).
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Programmatic Media Buying and Selling
Advertising Technology and Marketing Technology
Data Driven Marketing
Social Video Marketing
Social Media Marketing at Scale
Marketing Operations and Automation
Media Operations and Automation
The Internet of Things
Internships and hands on training/ mentorship:
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When possible we will have field trips and internships arranged with high tech, strategic digital
marketing partners along the lines (but not limited to) of the Programmatic platforms such as
MediaMath.
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For Programmatic Training we can partner (possibly holding classes in partner locations) with the
New Marketing Institute which has 1 and 2 day training in Programmatic that can be
prerequisite for internships in this area (along with student interest / academic work towards this
goal). (Note, we can also hold this training at Baruch, but it may make more sense to hold at least
part of it at MM).
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Get involved with Social Video, perhaps partner with Unruly Media and have some
training/internships around ideating, content creation, content servicing and content analytics in
the social and viral video space.
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For Internet of Things – approach various MakerBot labs in NYC and arrange for projects and
internships, perhaps get some use of 3D Printing and 3D Design.
Prerequisite: This is an Undergraduate Special Topics training course – has never been run
before.
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Learning Objectives
The main objective of this course is to mold you into a marketing manager cognizant (and comfortable)
with skills and tools required to develop sophisticated interactive digital marketing strategies. Though
geared towards a practical application of E-Marketing concepts and tools, an in-depth working knowledge
of certain concepts will be warranted.
At the end of this course students will be expected to demonstrate the following 6 objectives/skills:
1. Demonstrate knowledge of the role of Programmatic Trading in today’s business environment.
2. Demonstrate the learning of usage of Programmatic and New Media tools to gather
information for the firm.
3. Demonstrate the application of knowledge about consumer online behavior through
development of efficient segmentation, targeting, and positioning strategies.
4. Demonstrate the understanding of changes in marketing mix in the online realm and the ability
to effectively integrate the online marketing mix into business plans.
5. Demonstrate the comprehension of different tools at hand and the capability of using the right
tool(s) to obtain the result pertaining to the strategy objective.
6. Illustrate knowledge of presentation of information including conclusions and
recommendations; written and oral.
Please note, this course is envisioned as “hands on” Ad-Tech, New Media and Programmatic industry
practicum that will evolve as we offer it multiple times. As such, the Fall 2014 semester is the baseline of
what we hope will be a new Baruch offering that will generate agency services for Baruch Students to get
hands on experience with.
Learning Goals Addressed
1. Written and Oral Communications Skills: Individual presentations of current articles and concise
written assignments are required to hone student business communications skills.
2. Ethical Awareness: Examining ethical issues around data privacy are part of this course,
including internet privacy.
3. Communications, Teamwork and Leadership Skills: This course requires of the student a fair
amount of classroom participation and discussion that lead to team building and collaboration
skills though effective communications. Having said this, the course does not require team
projects, though it does encourage them.
4. Quantitative and qualitative analysis: How to use quantitative and qualitative measurement to
evaluate digital marketing efforts.
5. Knowledge Integration: Learn how to examine information from multiple data sources and draw
meaningful strategic insights and conclusions from this process.
Learning Outcomes
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Set up an actual, functioning "programmatic trading desk at Baruch College, similar to
what Emory University is doing for their MBA programs (drop box link) and have students create
and run the programmatic ads.
Create a case study around Programmatic @ Baruch, perhaps lending our assistance and help to
other departments such as Psychology, Accounting, CIS and the humanities.
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Assemble Analytics around the campaigns and present them to relevant stakeholders.
Use MediaMath Terminal 1 as the platform and using an actual advertising budget to promote
sites such as BaruchMarketing.Org and other Baruch properties, as needed.
Other opportunities for field trips and internships will be explored subject to availability.
Structure: As this is a “hands on” exploratory class that seeks to create an internal functioning “agency”
experience at Baruch College Zicklin School of Business, we will seek opportunities to “consult” within
the university, itself, perhaps even beyond Baruch Zicklin, venturing out to John Jay, Hunter and other
veritable institutions within the CUNY system of colleges and community colleges.
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There will be visits to various places of Business, including MediaMath, throughout the semester,
partly to see business operations, and partly for training purposes.
Expert Guest Lecturers
You will be watching periodic expert lectures throughout the semester, including CEOs and Marketing
Professionals that would ideally act as your stakeholders once placed in your next jobs upon graduation.
Reading Material: TBD
Tools and Research Provided by Baruch Zicklin School of Business and Industry Partners:
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ComScore MyMetrix, PlanMetrix, AdMetrix
Adobe Analytics
Google Analytics on select Baruch sites such as BaruchMarketing.org
MediaMath Terminal 1(Marketing Operating System and Programmatic Trading Platform)
Gartner Research
Brandwatch (Social Media Monitoring)
TBD – Geofeedia (Location Monitoring)
TBD – iBeacon Analytics and Tracking (Bluetooth technology)
I. Course Overview:
This course, being new, is entirely participatory and project based – the class will work in teams,
brainstorming and coming up with project work and deliverables.
Grading:
1.
2.
3.
4.
Class Participation
Project Deliverables
Beginning and Ending Discussions
Personal Journal (Journaling)
Measured By:
15%
60%
10%
15%
Attendance and Class Participation
4 Marketing Deliverables for our clients.
Class Intro and Class Feedback
In this class, Journaling is a key component
For this class, there is no “Extra Credit”.
Also, there is no Final Exam or Final Project this semester due to the hands on nature of the course and
group/team work throughout (a separate group project is not required, either).
II. Course Expectations:
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The course is a combination of lecture, in class demonstrations and question/answers, hands on
assignments and requires students active and thoughtful participation is vitally important in get the best
results from taking this class.
As a result, it is important for students to do the following things:
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Keep up with the assigned deliverables; it’s best to study the material before the class where they
will be covered for optimal learning results.
Asynchronous learnings using a combination of in class interactions and online e-learning
systems such as Blackboard and Email. During the semester one of the two sessions per week
will be conducted in person, the other comprising of online asynchronous work done on your own
or in a team.
Virtual classes (online) focus on individual assignments, group projects and virtual learning
exercises. Participation in virtual classes is mandatory despite there being no formal in-class
meeting during a virtual class.
Students should prepare all of their assignments in PowerPoint, Keynote or Acrobat.
Additional materials will be added to the course syllabus on an ad-hoc basis and it’s vital to check
Blackboard accounts a few times a day for updates and additional assignments.
III. Logistics:
The class will meet most Tuesdays 11:10AM - 12:25 PM and virtually for the rest of the week in Room
B - Vert 3-190
Official email: marshall.sponder@baruch.cuny.edu.
My Office Hours for this class: Saturday afternoon from 10:30 AM – 11:00 AM most Tuesdays, at
room 12-220 in the Vertical Campus. Best number to reach me is my mobile – 917-214-6573
IV. Code of Conduct:
You get from this course what you put into it – we expect academic honesty (meaning that you come to
this class to learn and not to game the system). Academic Dishonesty, on the other hand, includes (but is
not limited to) cheating, plagiarism, collusion, sabotage and falsification of records.
I don’t expect any of my students to be Academically Dishonest, but it’s possible to un-intentionally cross
the lines – so for those of you who want to know how Academic Honesty is defined consult this College’s
Academic Honesty Website at www.baruch.cuny.edu/academic_honesty.html.
In terms of penalties, if I detect “dishonesty” in the work related to this course I will take action, which
may include failing the student. Generally I reserve judgment until I have enough information to get a
fuller view of the situation. Hopefully, we never have cause to discuss Academic Dishonesty.
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VI. Course Schedule (dates of Project Deliverables may vary and are Estimated below)
Session/Date
Section 1 - Week Beginning
9/2/14
Section 2 - Week Beginning
9/9/14
Section 3- Week Beginning
9/16/14
Section 4 - Week Beginning
9/23 NO CLASS (that Tues
follows Friday Schedule)
Section 5 - Week Beginning
9/30/14
Section 6- Week Beginning
10/7/14
Section 7 - Week Beginning
10/14/14
Section 8 - Week Beginning
10/21/14
Section 9 - Week Beginning
10/28/14
Section 10 - Week Beginning
11/4/14
Section 11 - Week Beginning
11/11/14
Section 12 - Week Beginning
11/18/14
Section 13 - Week Beginning
11/25/14
Section 14 - Week Beginning
12/02/14
Section 15 - Week Beginning
12/09/14 - LAST CLASS THIS
SEMESTER
Topics
Introduction to New Marketing,
Programmatic, History of the
Web
Discuss opportunities for
deliverables
TBD
Tools/Notes/Description
Setup in ComScore, Google
Analytics,
Terminal 1 Introduction
ComScore
No class
TBD
Project 1
TBD
TBD
LAB
TBD
TBD
Project 2
TBD
TBD
TBD
Project 3
TBD
LAB
TBD
TBD
Final Lecture and Debrief.
VII. Grading Applied
A
AB+
B
BC
D
F
93% or Above
89%-93%
85%-88%
80%-84%
78-79%
70%-77%
65%-69%
Anything below 65%