Grading in this course will be based on the completion of the following activities and their assigned point value:

• Welcome Quiz, 5 points
• Self-Introduction Discussion, 5 points
• Chapter Assignments (1-12), 20 points each; 240 total possible 
• EXAM ONE, 150 points (Chapters 1, 2, 3, 4)
• EXAM TWO, 150 points (Chapters 5,6,7,8,9)
• EXAM THREE, 150 points (Chapters 10,11,12)
• DIGITAL ANALYTICS MICRO-CREDENTIAL COURSE (6 parts, 50 points each 300 total points)

*Extra Credit* assignments (12), 5 points each; 60 points possible SmartBook chapter simulation is available to be completed for extra credit for each textbook chapter
 

COURSE OUTLINE/CALENDAR: Please note that schedule changes may occur during the semester.  Any changes will be posted as a Blackboard Announcement.  

REQUIRED TEXTBOOK/RESOURCES:

• A copy of the Textbook; Essentials of Marketing Analytics, 2nd edition– Hair, Harrison, Ajjan. McGraw Hill ISBN-10:9781266931628.  Please do not substitute older editions or international versions as the content is different
• Digital access to the McGraw-Hill Connect materials for this textbook. 

The text and materials for this course is part of the First Day Access (FDA) program at ACC.  These items are part of your tuition when you enroll in this course, unless you opt out. It is NOT recommended that you Opt-Out, as these materials are required to complete the course. You can choose to Opt-Out on the first day of class, but you will be responsible for purchasing your course materials at the full retail price and access to your materials may be suspended. For more information and FAQs go to customercare.bncollege.com

If you choose to Opt-Out please be advised that you are responsible for obtaining the material required for this course which has been customized to the specifications of this class.  During the course you will be required to complete multiple assignments using the Connect,  innovative online learning system that is integrated with the text and proven to help students achieve greater success.  Assignments completed in Connect will make up a significant portion of your total grade in this course, so you should arrange access immediately.  
 

Additional Recommended Readings and Resources: 

• OWl Purdue MLA Formatting Guide                                   

Required Hardware/Software:

• A working webcam.  This can be an auxiliary webcam that you plug into your computer. 
• Reliable internet access

COURSE CATALOG DESCRIPTION: MRKG 1391 Special Topics in Marketing Management: DIGITAL MARKETING ANALYTICS  (3-3-0).  Marketing analytics is focused on providing insight through data modeling to support marketing decisions and performance.

PREREQUISITES: None

COURSE DESCRIPTION:  

Special Topics in Business Marketing and Marketing Management address recently identified current events, skills, knowledge, and/or attitudes and behaviors pertinent to the technology or occupation and relevant to the professional development of the student. Learning outcomes/objectives are determined by local occupational needs and business and industry trends. Topics may vary.

Digital Marketing Analytics focuses on how appropriate data can be effectively used to plan and continually refine a company's digital presence to enhance marketing their products. Because the field is rapidly changing in terms of the tools available and the types of data that can be collected and analyzed by the various tools, the emphasis in this course is on case studies and projects so that students experience the interplay between the chosen goals, marketing principles, data collected, and the types of analyses on the usefulness of the results of the analysis. The features that several case studies have in common can be expected to be present in some form in the tools that students will use in their jobs.

Student Accident Insurance Fee: $1.00 Skills: R Course Type: W

COURSE RATIONALE:

The purpose of this course is to offer cutting-edge thinking on Digital Marketing Analytics.  This course provides a solid understanding of fundamentals and provides a structure for understanding why much of conventional wisdom in Digital Marketing Analytics is rapidly changing.
Digital Marketing Analytics is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Business and Digital Marketing, not just those covered in this course. Digital Marketing Analytics is a global business that reaches across national and cultural boundaries.

STUDENT LEARNING OUTCOMES, GENERAL EDUCATION COMPETENCIES, & SCANS:

For an alignment table of learning objectives and course content, click here.

Common Course Learning Objectives/Outcomes
1. Describe social media and digital marketing and differentiate both.
2. Document work responsibilities, research, service learning or educational experiences related to digital marketing.
3. Explain and analyze the effectiveness, acceptability and ethical principles that apply to digital marketing strategies.
4. Identify and segment populations and select appropriate, high priority social media networks.
5. Describe business metrics, traffic, leads, conversions, and revenue.
6. Describe and have experience using web analytics to refine a digital marketing strategy.
7. Demonstrate strong quantitative analysis skills 

SCANS (Secretary’s Commission on Achieving Necessary Skills)

Course SCANS Competencies for MRKG 1391 Social Media Marketing.  Please go to http://irt.austincc.edu/ids/curriculum/scans.php for a complete definition and explanation of SCANS.  This list summarizes the SCANS competencies addressed in this particular course.

FULL SYLLABUS CAN BE VIEWED USING THIS LINK: https://docs.google.com/document/d/10bl0mFIqejC5YOt0ZrvVCvJdZV4e6vihmG0_x64NFCs/edit?usp=sharing