MKTG 469-02
Digital Marketing
Spring 2017
Instructor:
Office:
Phone:
Email:
Office hours:
Dr. Nga Ho-Dac
SCI 329
415-405-2183
ngahodac@sfsu.edu
07:50 – 08:10 and 10:50 – 12:30 Tu Th
Course Description
This course covers the use of digital marketing tools and techniques such as websites, display
advertising, content marketing, search engine marketing, social media marketing, email
marketing, and mobile marketing to acquire, convert, retain, and grow customers. The marketing
approach in the course is data-driven.
Objectives
At the end of the semester, you should be able to:
 Contrast different digital business models
 Understand the marketing paradigm shift caused by digital technologies
 Know how to use different digital marketing tools to acquire, convert, retain, and grow
customers.
Materials
Slides and readings will be available on iLearn. Please print them out and bring them to class for
discussion and taking notes. Note: The purpose of these slides is to provide you a structural space to take
notes. They do not provide you with all the necessary content of the course.
Prerequisites: MKTG 431
Tentative schedule
Date
01/24
01/26
01/31
02/02
02/07
02/09
02/14
02/16
02/21
Contents
Introduction
Business models
Inbound vs. Outbound marketing
Product-centric vs. Customer-centric marketing
Direct response vs. Branding
Direct response vs. Branding
Data-driven marketing
Data-driven marketing
Websites
Assignments
Data-driven marketing
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02/23
02/28
03/02
03/07
03/09
Websites
Team project
Review
Exam 1
Advertising
Website
03/14
03/16
Content marketing
Event, PR, Affiliate, and Viral marketing
Content marketing
Press release
Affiliation
Advertising
Spring break
03/28
03/30
04/04
04/06
04/11
04/13
04/18
04/20
04/25
Search marketing
Search marketing
Social media marketing
Social media marketing
Team project
Email marketing
Mobile marketing
Customer acquisition and conversion
Customer acquisition and conversion
04/27
05/02
Customer retention and development
Customer retention and development
05/04
05/09
05/11
05/16
05/23
Review
Exam 2
Team project
Team project
SEO
Google AdWords
Facebook
MailChimp
Customer acquisition and
conversion
Customer retention and
development
Learning reflection submission
Final report submission
Learning methods



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Be prepared before coming to class (downloading slides, reading, doing assignments).
Be active in class, group discussions, and group projects.
Assess yourself continuously.
Contact me regarding any questions or concerns you have immediately.
Evaluation




Exam 1:
Exam 2:
Learning reflection:
Team assignments:
Total:
25
35
10
30
100
2
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

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Two exams are scheduled. Exams must be taken at the scheduled time. Exams cannot be
made up. All exams are multiple choices and T/F. The norm is: 1 question = 1 minute = 0.5
point.
Attendance is required. Any absence in the first three weeks is considered withdrawal and the
student will be dropped. Each subsequent absence will lead to 1% deduction from the final
grade. The 6th absence is considered withdrawal and WU grade will be issued. Three late
comings or early goings are considered one absence.
Meaningful contribution to class discussion will be rewarded with up to 3% added to the
final grade.
A
93 %-100%
C
73%-76.9%
A-
90%-92.9%
C-
70%-72.9%
B+
87%-89.9%
D+
67%-69.9%
B
83%-86.9%
D
63%-66.9%
B-
80%-82.9%
D-
60%-62.9%
C+
77%-79.9%
F
less than 60%
Team projects
Please see instruction.
Note: I will not assign or re-assign individuals to a team. Teams are formed voluntarily. It is the team’s responsibility
to work together. Students desiring guidance on working with team members are welcome to ask me for advice. If
team members are unable to work together, they have the right to fire themselves or another team member(s) from
their team. In this case, the fired individual(s) must join another team or complete a different project individually,
with the same specifications described above. Only members who have names on the final reports will receive
grades.
General policies
1. All course related activities should reflect a high degree of professionalism as well as meet
all standards of academic integrity. Grade reduction on individual assignments or the entire
course will result from unprofessional or unethical behavior.
2. Possession of electronic devices capable of recording or transmitting data while exams will
be considered academic dishonesty.
3. Electronic devices (laptop, tablet, cell phone) can be used in class ONLY for class activities
when EXPLICITLY ALLOWED. The contents appeared on the screens in the class are
considered class contents which can be viewed, shared, and discussed among class members.
These devices CANNOT be used during lectures. The instructor reserves the right to
terminate the use of these devices (of any specific student or the whole class) in class when
the use of those devices degrade the learning experience.
3
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4. The instructor reserves the right to alter the course content and/or grading policies should
unforeseen circumstances arise during the semester.
5. Students with disabilities who need reasonable accommodations are encouraged to contact
the instructor. The Disability Programs and Resource Center (DPRC) is available to facilitate
the reasonable accommodations process. The DPRC is located in the Student Service
Building and can be reached by telephone (voice/TTY 415-338-2472) or by email
(dprc@sfsu.edu).” (http://www.sfsu.edu/~dprc)
6. SF State fosters a campus free of sexual violence including sexual harassment, domestic
violence, dating violence, stalking, and/or any form of sex or gender discrimination. If you
disclose a personal experience as an SF State student, the course instructor is required to
notify the Dean of Students. To disclose any such violence confidentially, contact:
The SAFE Place - (415) 338-2208; http://www.sfsu.edu/~safe_plc/
Counseling and Psychological Services Center - (415) 338-2208; http://psyservs.sfsu.edu/
For more information on your rights and available resources: http://titleix.sfsu.edu
4
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