MKTG 615 Digital Marketing Strategy Master Syllabus
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Course Format: Distance Learning (Online; does not meet)
Course Website: Canvas
Course Description
This graduate-level course examines digital marketing strategy and tactics with emphasis on high-conversion website design, analytics, SEO, advertising, email, and social media. Students will utilize AI-powered tools and simulations, culminating in advanced web and GA4 analytics projects designed for real-world applications.
Course Materials
This course requires a package of
- Digital Marketing Essential E-text
- Digital Marketing Simternship (simulation)
- Digital Marketing Certification (end of course certificate after passing the Stukent Digital Media Marketing Certification exam)
To purchase the package, you can either go directly with Stukent or go through the Bookstore. Please use the Stukent link in Canvas.
When you click on the Stukent link in Canvas for the first time you will be prompted to type in your proof of purchase from the Bookstore called an Access code or you can type in your Debit Card or Credit Card to purchase directly through Stukent.
Please always log in using a laptop or a desktop instead of tablets or mobile devices and use Google Chrome or a Google Chrome Incognito window as your web browser.
If you have any questions or issues registering for the course or logging into your Stukent account, or if you have any Stukent-related questions at all please Always contact Stukent directly by calling 1-855-788-5368 or by emailing them at support@stukent.com. You can email the Stukent Support Team 7 days a week or you can call them Monday-Friday.
Here is the Stukent landing page with the hours of operation: https://www.stukent.com/support/
If there is a delay in getting your access code from the bookstore then please use the course invite link and create your Stukent account first and join the course and then when you get to the last page where you are prompted for the access code from the bookstore then you can email support@stukent.com and ask for temporary free access for 14 days.
Here is a website with Videos to assist you with accessing the course materials, How to navigate the Stukent platform, and tips for success. https://www.stukent.com/course-startup-guides/
Course Objectives
The objectives of this course are to
- Evaluate and apply key digital marketing tools to optimize traffic generation, customer conversion, and performance measurement.
- Create and design a high-conversion, SEO-optimized WordPress website using best practices in UX, content strategy, and AI-enhanced tools.
- Analyze web traffic using GA4 insights and implement data-driven strategies to improve marketing ROI.
- Develop and manage integrated campaigns across paid search, display ads, email marketing, and social media channels.
- Implement SEO strategies and conversion-centered design to improve brand visibility and performance.
Course Objectives and Costello College of Business Learning Goals
This course addresses the following Learning Goals of the Costello College of Business:
Goal 1: Our students will demonstrate an understanding of the social, global, ethical, and legal contexts of business and will be able to reflect on the role of the individual in business.
Goal 2: Our students will demonstrate an understanding of and the ability to apply knowledge of professional skills necessary for success in business including effective business writing.
Goal 3: Our students will demonstrate technical and analytic skills appropriate for success in business.
Goal 4: Our students will demonstrate an understanding of and the ability to apply knowledge of core business disciplines including accounting, finance, information systems, management, marketing, and operations management.
Goal 5: Our students will demonstrate knowledge and skills appropriate for specialization in their majors.
Goal 6: Our students will demonstrate an understanding of how research in the business disciplines contributes to knowledge and how such research is conducted.
Learning Outcomes
This course provides the following learning outcomes:
Web Design – Understand multiple web design frameworks for improving conversion rates on a website of any kind. Apply these design frameworks to identify areas for website improvement and to properly design a website from scratch.
Web Analytics – Determine the appropriate KPIs for any type of website. Make appropriate recommendations to an ecommerce website based on the conversion funnel. Understand the pitfalls surrounding attribution analysis and make recommendations to identify the highest ROI digital marketing channels.
Search Engine Optimization – Understand how search engines work. Use this knowledge to make recommendations to a website on how it can improve its organic search rankings – in other words, perform search engine optimization on a website.
Search Engine Marketing – Understand the mechanics of paid search ranking. Create a search engine marketing campaign and evaluate its effectiveness. Recommend changes that will improve the campaign’s conversion rates.
Online Advertising – Understand the various methods of online display advertising. Create an online display ad campaign and measure its return on ad spend (ROAS).
Email Marketing – Understand best practices in marketing and implement them with a database of current and potential customers via email.
Social Media – Utilize knowledge of social media tactics to design an effective social media campaign.
Reputation Management – Implement online reputation management tactics to improve the online reputation of a brand.
Class Structure
Your learning will be evaluated in several ways:
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Individual Assignments:
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Quizzes. There are 12 quizzes based on chapter readings
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GA4 analytic Assignment. This is an individual assignment
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A simulation. successfully run 10 rounds of Digital Marketing Simternship simulation
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Team based Assignment:
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WordPress web design Project. Design a website based on WordPress
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Grades
You may earn up to 1000 points by the end of the course. Your grade will be determined by the total points you earn. Points may be earned as follows:
| Quizzes (12 quizzes x 25 points each) | 300 points |
| GA4 Analytic Assignment | 100 points |
| Digital Marketing Simternship Simulation (10 rounds) | 300 points |
| Web Design Project | 300 points |
| TOTAL POINTS TO BE EARNED | 1000 points |
Your final grade for the course will depend on the total number of points you earn:
| Points | Letter Grade |
|---|---|
| 980 –1000 points | A+ |
| 930 – 979 points | A |
| 900 – 939 points | A- |
| 870 – 899 points | B+ |
| 830 – 869 points | B |
| 800 – 829 points | B- |
| 770 – 799 points | C+ |
| 700 – 769 points | C |
| 600 – 699 points | D |
| Below 600 points | F |
There is no rounding up.
Quizzes
Quizzes Overview
- There are 12 individual quizzes, each worth 25 points (2.5% of your total grade). Combined, they contribute 300 points or 30% of your final grade.
- Refer to the course schedule in the syllabus for due dates. Details on quiz format and topics are provided in a separate document on Canvas.
Content and Format
- Quizzes assess your knowledge and application of digital marketing concepts covered in the prior week’s chapter readings.
- They consist of multiple-choice questions and are conducted online in Washington DC or EST (Eastern Standard Time).
Preparation Tips
- Ensure your electronic devices are fully operational, and you have reliable internet access.
- Complete the quiz in one sitting, as the timer will start and end automatically once you begin. Avoid interruptions during this period.
Access and Time-Release
- Quizzes are time-released in Canvas and become accessible 7 days before the due date.
- Example: If a quiz is due Sunday at 11:59 PM EST, it will be available starting Monday at 12:30 AM EST.
WordPress Website Design Project (Group)
This is a team project worth 300 points or 30% of the total grade.
Project Description
You will be assigned to a group of five students including yourself. You will work with your group using WordPress to develop a website for small businesses. Assume the role of a digital consultancy team assigned to create a high-conversion, SEO-optimized WordPress website for a local small business. Leveraging AI tools integrated into WordPress, your objective is not just to build a website but to apply best practices in conversion-centered design, keyword strategy, and digital persuasion techniques. You will use AI-generated content (when appropriate) and validate it with optimization tools and real-time feedback mechanisms.
Learning Objectives
By the end of this project, students will be able to:
- Set up and launch a functional and optimized website using WordPress and AI tools.
- Apply the 7 principles of conversion-centered design to enhance user experience and increase action rates.
- Conduct keyword research and apply those keywords strategically across the website (Homepage, Product Page, Blog).
- Integrate AI-generated visuals or content to assist design or blog creation.
- Evaluate SEO readiness and mobile responsiveness using appropriate tools (e.g., Google Lighthouse)
- Perform a basic A/B test or use a plugin like Hotjar to interpret behavioral patterns.
Your WordPress site should include the following:
Your Product/Service website must include the following:
- A homepage that describes what you are offering, why they should pick your product/service, what they should do next
- A video or written testimonial that provides evidence or social proof to build credibility and trust
- A product/service promotion page or section with the respective features and benefits
- At least 5-10 relevant photos or images
- One blog post relevant to your product/service
Your site will be graded on design (is your design likely to induce high-conversion and use and SEO optimizes (e.g. are the homepage and product page keyword-optimized; Is the blog post likely to attract interest?).
| Due Date | Deliverable |
|---|---|
| Week 2 | Meet with your team and develop a plan of attack# |
| Week 3– Sunday | Project Plan submission |
| Week 4 – Sunday | Final Submission:– Live website UR plus required collective team evaluation. See |
For further details for Project Plan and Final Submission, review the Description of the WordPress Website Project and the How-To guide for developing the WordPress website project in Canvas.
#In project management, a "plan of attack" is a detailed roadmap or action plan outlining how a project will be executed to achieve its objectives. It's a structured approach that breaks down the project into smaller, manageable tasks and establishes a sequence of actions to ensure successful completion. Essentially, it's a comprehensive document that guides the project team through each stage of the project, from initiation to closure
Teamwork can be challenging, but it is essential for success in this project. When submitting the final project, you will complete a collective team evaluation. This evaluation involves rating each team member based on specific criteria, including their participation and contribution. The results of this evaluation will be used to adjust individual final project scores.
To ensure fairness, it is important to:
- Keep records of your attendance at team meetings.
- Maintain evidence of your active participation and cooperation with the team.
- Save drafts of the work you contribute to demonstrate its quality and timeliness.
By staying organized and documenting your efforts, you can help ensure a smooth and equitable team evaluation process.
Additional instructions and description of the WordPress website project will be provided on a separate document posted in Canvas.
Simulation Rounds (Individual)
The simulation rounds are worth 300 “grade” points or 30% of the total grade.
Simulation Assignment Overview
- You will complete 10 simulation rounds individually, with your score based on cumulative performance across all rounds.
- Each round is worth 100 simulation points, adding up to a total of 1000 simulation points.
- At the end of the semester, your total simulation points will be converted into 300 grade points, which will contribute to your final grade.
The Digital Marketing Simternship - Digital Marketing Simternship Simulation Rounds
For this course, there are 10 rounds to the simulation.
Digital Marketing Simternship Rounds
- Round 1: Introduction to Search Ads
- Round 2: Search Ad Practice
- Round 3: Search Ad Optimization
- Round 4: Introduction to Display Ads
- Round 5: Display Ads and Remarketing
- Round 6: Optimize Display Ad Campaigns
- Round 7: Introduction to Shopping Ads
- Round 8: Shopping Ads and Remarketing
- Round 9: Shopping Ad Optimization
- Round 10: Campaign Optimization
Schedule
| Module/Week | Topics & Activities | Relevant Chapter Readings | Quiz | Assignments Due |
|---|---|---|---|---|
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Week 1 Mon, March 16 |
Intro to Digital Marketing, Simternship Setup | Chapter 1: Introduction |
Team formation for Website Project By Sun, March 22 |
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Week 2 Mon, March 23 |
Web Design & Conversion Principles | Chapter 2: Web Design |
Quiz Chapter 2 By Sun, March 29 |
Team Contract due Sun, March 29 Team develop plan of attack for Website project, due Sun, March 29
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Week 3 Mon, March 30 |
SEO (On-site & Off-site), Keyword Strategy | Chapters 3 & 4: Analytics, On-Site SEO |
Quiz Chapters 3, and 4 By Sun, April 5 |
Website Project Deliverable 1 (Project Plan) due Sun, April 5 |
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Week 4 Mon, April 6 |
Web Analytics (Intro to GA4) | Chapter 5: Off-Site SEO |
Quiz Chapter 5 By Sun, April 12
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Website Final Submission + Team Evaluation due Sun, April 12 |
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Week 5 Mon, April 13 |
Paid Search & Display Advertising | Chapters 6 & 7: Paid Search, Display Advertising |
Quiz Chapters 6 and 7 By Sun, April 19 |
GA4 Analytics Assignment Due Simternship Rounds 1–3 due Sun, April 19 |
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Week 6 Mon, April 20 |
Email Marketing & Remarketing | Chapter 8: Email Marketing |
Quiz Chapter 8 By Sun, April 26 |
Simternship Rounds 4–6 due Sun, April 26
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Week 7 Mon, April 27 |
Social Media Strategy (Organic + Paid) | Chapters 9 & 10: Social Media I & II |
Quiz Chapters 9, and 10 By Sun, May 3 |
Simternship Rounds 7–8 due Sun, May 3
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Week 8 Mon, May 4 |
Mobile Marketing & Final Strategy Wrap-Up | Chapters 12, 13, and 14: Mobile Marketing, Digital Marketing Strategy, and Artificial Intelligence for Digital Marketing |
Quiz Chapters 12, 13, and 14 By Sun, May 10 |
Final Simternship Rounds 9–10 due Sun, May 10 |