MRKTG204-19B (HAM)

Digital Marketing and Branding

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: f.mostafa@waikato.ac.nz
: helena.wang@waikato.ac.nz
: lori.jervis@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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Paper Description

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This paper aims to provide an introduction to concepts behind digital marketing, as well as some practical experience of a few of the tools currently being used – and awareness of a lot more of them. Your understanding of marketing and strategy from other courses will be applied to digital platforms and technologies.

The course will have a strong practical element that is introduced in labs and which will require self-study outside of class time.

There are several important caveats to studying digital marketing:

  1. There is a lot of confusion and misunderstanding about what Digital Marketing actually is. In this course, it is treated as, “Any aspect of marketing that uses digital platforms either wholly or partially as part of a marketing strategy” That means that almost all modern marketing comes under this heading. Concepts learnt in earlier courses such as Marketing 101, Consumer Behaviour, Marketing Strategy, and Advertising & Promotions, all come into play in implementing a digital strategy.
  2. Almost everyone has had direct experience in digital marketing, just as everyone has used a shop or seen an advert. In actuality, traditional methods for developing ad campaigns, designing questionnaires or running a retail stores are today all superseded by digital alternatives, and even as customers, you are probably more aware of those alternatives. Some of you will have used digital marketing in your jobs already. The range of knowledge within the class is usually quite diverse. Unlike most courses, there is no single, baseline starting point for the majority of students enrolled.
  3. Just as marketing is core to any business, so today and into the future, that will mean digital marketing. As an extreme example, even for a business with no web presence, no Facebook Page, or even no e-mail address, it’s likely that customers will find your location by searching for you online. You cannot avoid it. Digital tools allow marketing strategy to be implemented more efficiently, more effectively, and often more creatively than ever before. New options and techniques (for example, Pokemon GO!) appear all the time. While the majority of courses teach ‘textbook’ marketing concepts that have evolved over the past 20-50 years, digital marketing is, by necessity, a very practical, career requirement. Even where marketing is outsourced, you still need to be able to evaluate strategy proposals and interpret outcomes.

In summary, digital marketing today is so pervasive that, in the real world at least, ‘marketing’ and ‘digital marketing’ are one and the same thing.

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Paper Structure

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This course will adopt a so-called 'blended' learning approach. In other words, of the four hours of contact time per week, two will be conducted online and two will be in the classroom. Lecture-style content will be online – you will mostly work through this yourself, individually.

It will adopt a so-called 'blended' learning approach. Please note:

  • Two hours of lectures each week: lectures will feature in-class discussion, in-class group work and so on, as well as standard, explanatory lecture content.
  • An additional hour this year allows for more time for guest speakers and to deliver the other content at a measured pace.
  • Regardless of attendance, you should supplement your understanding and the breadth of knowledge by reading.
  • Recommended readings are provided on most topics.
  • Attendance should be considered compulsory for guest lectures. People give up their time to provide case examples and to act as 'clients' for assessments, so please attend these classes. I will provide assessed quizzes for all guest lectures.
  • Attendance is not compulsory for other classes, but attendance will give you a distinct advantage in terms of getting a good grade.
  • I will attempt to make class time as interactive as possible. Please bring a laptop or internet capable device if possible.
  • There will be eight computer labs, beginning in Week 3. These labs will allow you to practice using the webpage building tool we use on the course and to ask for help and advice.
  • Each Lab provides guidance on one aspect of the final assignment, so attendance is highly recommended.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Demonstrate a digital marketing strategy via a website
    Linked to the following assessments:
  • Demonstrate analysis of the consumer segments targeted by a website.
    Linked to the following assessments:
  • Critically valuate the suitability of elements within digital marketing strategy.
    Linked to the following assessments:
  • Demonstrate knowledge of digital marketing tools and applications, and apply suitable tools to assignment outcomes.
    Linked to the following assessments:
  • Apply analysis techniques and conceptual understanding to digital marketing situations and concepts
    Linked to the following assessments:
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Assessment

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NOTE ABOUT WEBSITE ASSIGNMENT:

Additional Notes on the 'Build a Website' assignment

All online business is centred on a company’s web presence. The aim of this assignment is to create a website to meet the goals of a marketing strategy. The key is to first develop a strategy (based on market definition, segmentation, targeting and positioning) and then create the website accordingly.

Your website should represent EITHER a hypothetical business OR an existing small business.

1. An existing business:

If you work with an existing business, you must produce an entirely new website – no work can be copied from an existing website, including product photos. In this case, you can use the business name, but you must reveal the current business name, website and contact details in the first assignment.

Some key criteria for working with an existing business:

  • You must obtain get written permission from the business to use their company and/or brand names. If this is not possible, you should create a hypothetical business instead (see below).

  • It must be a small business with fewer than 25 employees

  • It may have a website already, but you must produce a completely DIFFERENT and NEW website for the business

  • You CANNOT reproduce any graphics already available on the site. All graphics, text and other elements on the site must be new and original. In addition, social media sites need to be created as new mock-ups that demonstrate some form of improvement.

2. Hypothetical Business:

If you create a hypothetical business the only restriction is that the business name and any brand names must be unique and must not already exist, i.e. they cannot be found on Google.

A. Notes, Restrictions and Rules

  1. The website you create MUST incur zero cost, i.e. you must NOT pay to create the website in any way. You must only use resources that are free to use and which are available to ALL students enrolled on the course. This means that you cannot produce the website on an existing hosting account you may own or have access to because this also means you would be paying for the service. This rule is to ensure complete fairness to all students regardless of their ability and/or willingness to pay.

  2. Consequently, the website MUST be produced on the free website builder assigned to you in Week 2.

  3. You CANNOT reproduce an existing website for this assignment (e.g., you cannot use a website you developed for an assignment in another course). As with all assignments, the work must be original and unique to yourself. If you are working with a client, you must create a new website for the business.

  4. You must plan, code and produce the website yourself. You cannot pay someone else to do it for you, and you should not enlist large amounts of help from outside the course. (Asking for advice etc., is, of course, acceptable.)

B. This is an individual assignment

This is an individual assignment as it's not possible to assess which parts of a project might be carried out by which members in a group situation.

D. General grading requirements

  1. The website should be as complete a mock-up of a genuine commercial website as possible. A full checklist of required elements will be provided.

  2. The website should be a substantial piece of work (it should be obvious you’ve spent 40-50 hours on this assignment).

  3. The website should meet the goals of the pre-determined marketing strategy.

E. Assignment Stages

The assignment will be marked in stages, each with a different deadline, and a DIFFERENT grading weight. Briefly, these are as follows:

  • Stage 1: Google Analytics Setup and 1-page marketing plan

  • Stage 2: Full Website mock-up with basic elements in place

  • Stage 3: Complete Website and Client Report

See the individual stage explanations for grading criteria.

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IMPORTANT NOTE ON REPORT PRESENTATION & WRITING STYLE

When preparing ANY written work for this course, please note:

  • Cover pages are NEVER required. Please add your name and ID in the document's header

  • Clear, concise, business style writing is expected for everything. Imagine you're writing for a very busy boss. Keep it simple and get to the point.

  • Always split your documents into a clear structure using sub-headers – and make the sub-headers descriptive (e.g. "Section 1" is NOT a good sub-header; "Reasons for choosing this business" is a good sub-header)

  • Use bullet points wherever possible. Bullets should be a maximum 1-2 lines long

  • Always spell check and grammar check.

All grading will include a presentation component and you will lose marks if:

  • There are spelling or grammatical errors

  • Bullets and sub-headers are not used or used poorly

  • The writing style is long-winded and unnecessarily padded

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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Website Stage 1: One Page marketing plan & Google Analytics Proof
9 Aug 2019
5:00 PM
10
  • Online: Submit through Moodle
2. Google Analytics Exercise Report or Exam
23 Aug 2019
5:00 PM
10
  • Online: Submit through Moodle
3. Website Stage 2: Initial Website Mock-up
7 Sep 2019
1:00 PM
10
  • Hand-in: In Lab
  • Online: Submit through Moodle
4. Social Media Audit and Marketing Plan Pitch
20 Sep 2019
5:00 PM
20
  • Online: Submit through Moodle
5. Google Ads Exercise or Exam
4 Oct 2019
5:00 PM
10
  • Online: Submit through Moodle
6. In-Class Participation Quizzes & Attendance
11 Oct 2019
No set time
10
  • Online: Submit through Moodle
7. Website Stage 3: Complete Website
21 Oct 2019
5:00 PM
30
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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The following texts are the basis of most of the slide content and will greatly help towards studying for the tests, quizzes and for general understanding. It's not possible to cover every little detail in class, so you should be prepared to read these texts to understand fully. Purchase is very strongly recommended.

DIGITAL MARKETING ESSENTIALS:

The first text is a digital text and the purchase is a lifetime license including future updates. The book is very good for online advertising and e-commerce and, unlike other texts, is constantly updated (it is even much improved on last year, for example):

  • Larson, J. and Draper, S. (2019) ‘Digital Marketing Essentials’, Utah, Stukent.

For more details about the book before purchase, please read the following before purchasing: Digital Marketing Essentials

To purchase a license for the book for use on this course, you need to use the following link:

Additional readings and videos will be provided for most subjects covered. ALL course materials may be used for test content. An additional recommended book will be introduced in Week 1 or 2 depending on discounts available.

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Recommended Readings

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Links to useful and practical readings will be provided for most topics, including videos. All material provided on the course is subject to use in tests.

There are other textbooks available in the library which may be of use, but most printed textbooks become out of date very quickly in digital marketing.

If you have any questions about readings or require suggestions for further sources of information, please contact the course tutor.

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Other Resources

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Other resources will be made available online throughout the course and in weekly Computer Labs.
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Online Support

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This course will make extensive use of online content for out-of-class study, exercises, feedback, peer review, and assignment submissions. Visit the Moodle page and get used to the content as soon as you can.

Please feel free to email the instructor at any time or arrange an appointment to meet. My email is: Roy Larke.


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Workload

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Student workload should be distributed roughly as follows:

  • In-class time: 3-hours per week
  • Self-study online: 6-8 hours a week
  • Assignment preparation time: 3-4 hours a week
  • Content reflection and peer content review: 1-2 hours a week
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Linkages to Other Papers

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Prerequisite(s)

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MKTG370, MKTG470, MRKTG304

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