Syllabus Digital Marketing Fall 2021

MKT 9785 DIGITAL MARKETING STRATEGY (Fall 2021)
Baruch College, Zicklin School of Business

Department of Marketing & International Business
Adjunct Professor Linda Gharib
Email: linda.gharib@baruch.cuny.edu Cell/Text: 646-887-7962
"The Mandate To Embrace And Execute On Digital Marketing Tops Strategic Agenda Of C-Suite And Line-Of-
Business Leaders" Reports CMO Council.
COURSE DESCRIPTION:
The objective of this course is to educate students about the strategic issues
that Chief Marketing Officers and other senior leaders are grappling
with as consumer behavior
continues to shift to digital
channels and these trends have
accelerated as a result of the
global impact of COVID-19. This
course focuses on timely and
relevant topics in digital
marketing. Although time spent
with emerging channels is
increasing exponentially and
the way individuals consume
data has evolved, we will
explore management
considerations as to why
marketing investments haven't
followed as rapidly?
Does digital marketing make
sense for all lines of business?
If so, how much funding
should be reallocated from
proven traditional media
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channels. Once CMOs are onboard to embrace digital and to fund it appropriately, they are faced with a
myriad of decisions that they will need to make to set up their organizations for success.
To what extent does a company need develop its mobile strategy depending on its business objectives
and customer expectations? Is a mobile enabled site enough or does the company need to heavily invest
in custom apps and mobile experiences? If significant technology investments are needed, which
platforms make the most sense to invest in now and what can be pushed out to future releases? Each
platform has its own set of opportunity costs and challenges for marketers with limited budgets.
Similarly, social media can also be a very challenging channel for marketers.
The emergence of social media has provided consumers with a platform to voice their discontent with a
much louder voice than was ever possible before. How do companies shift from defense mode, where
social media is used as an extension of a customer complaint line, to proactively leveraging the channel
to build meaningful relationships with their customers and prospects?
LEARNING OBJECTIVES:
After taking this course, students should be able to:
✓ Comprehend and articulate the current strategic issues that CMOs are grappling with as consumer
adoption of media continues to shift towards digital channels.
✓ Analyze the business decisions and considerations necessary in developing integrated digital
marketing strategies
✓ Understand and evaluate digital marketing investment decisions and how allocations are
determined amongst products, channels and platforms
✓ Reinforce digital marketing's role beyond the marketing department and its evolution into a critical
business driver penetrating all aspects of the organization.
LEARNING GOALS:
The Zicklin School of Business has adopted eight common educational aims for its MBA Program. This
course will address the following learning goals in a significant manner:
✓ Written Communication: Students will be able to communicate in written format the reasoning
behind their proposed digital marketing strategies for the cases analyzed in class.
✓ Knowledge Integration: Graduates will think laterally, critically and creatively, and will be able to make
connections among diverse fields of study like finance and information systems in analyzing problems.
The digital field is dynamic so trends in vastly different areas (consumer behavior, technology,
environment,…) need to be identified and analyzed on an ongoing basis.
✓ Ethical Awareness: Students will be sensitive to ethical issues in digital marketing, particularly with
respect to privacy concerns and data ownership.
2
✓ Teamwork and Leadership: Thanks to the group projects (case analyses) assigned in the course, students
will develop skills that permit them to function effectively in teams and be given opportunities to
experience, understand, and develop their competencies as leaders.
✓ Information Literacy: Students will develop effective information literacy skills in the sense that they
will be able to formulate problems for their case studies, find information relevant to solve those
problems, evaluate the information, and use it in an ethical and legal manner.
✓ Technology Literacy: An essential part of the course is understanding the various technologies
that are dominant and emerging in the marketing arena. Students will understand the role of those
technologies in a sound marketing strategy.
COURSE OVERVIEW:
The course is a ENTIRELY ONLINE and all course components will take place on our Blackboard platform.
Students are provided with hands on assignments and discussions to facilitate learning and applying
concepts learned in the class. Students active and thoughtful participation is of vital importance in getting
the best results from taking this class. Therefore, it is important for students to do the following things:
✓ Keep on top of the due dates for all components of the course work.
✓ If you decide to work ahead of the schedule, be sure to complete the work in a section before
proceeding to the next section of the course.
✓ Additional materials will be added to the course syllabus on an ad-hoc basis, and it is vital to
check Blackboard accounts daily for updates and additional assignments.
✓ Teams have already been preassigned for the midterm and final projects to ensure diversity
of thought on each team.
✓ You can find out who your team members are and start communicating with them today
through the "My Team" tab in Blackboard.
✓ Teamwork and communication are very important elements of success in this class. If in doubt,
over communicate with your team.
✓ Your team will complete the team charter template together and a peer evaluation at the end of the
semester. You should customize the team charter to best fit your team so that you can keep
communication flowing and ensure that all members of the team are actively engaged in all
deliverables.
✓ Each team will nominate a team leader that will be responsible for moving along team projects
and will be responsible for submitting the team assignments through Blackboard.
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Grade
Components Description
Weight
Assignments Reinforce understanding around concepts learned in 45%

class
Midterm Project Team case study analysis and solutions to current digital 15%
marketing challenges
Final Project Team case study assignment developing digital 20%
marketing strategy for 2021 holiday season
Semester Journals Student Journal for Student/Instructor feedback 10%
submitted 2x during semester
Participation and Intro discussion, topical discussions, and contributions 10%
Discussions on Blackboard throughout the semester.
Class Evaluation 1 point awarded to students who complete the EVALS 1%
class evaluations
DUE DATES:
This list below will help you keep track of
important class due dates throughout the
semester, so that you never have to miss a
deadline.
Due dates may change so always be sure to

check Blackboard for the latest
announcements and updates.
Our class format allows flexibility for you to

do your work when it is most convenient for
you. However, please resist the temptation to hand in your assignments at the last minute and pace yourself for
best results!
4
Semester Week Weekly/Topic Learning Objective Material/Activity What is due? When is it due?
Introducti on Di s cus s i on
Wa tch l ecture vi deo + ta ke notes
Compl ete i ntroducti on a s s i gnment
Week 1 Fi rs t Da y of Cl a s s - Cours e Ori enta ti on, revi ew l ea rni ng objecti ves a nd s yl l a bus revi ew. 8/27/2021
Submi t a s s i gnment a nd upl oa d to
As s i gnment 1 - Tea m Cha rter
Bl a ckboa rd on or before the due da te
Di gi ta l Ma rketi ng Stra tegy Wa tch l ecture a nd ta ke notes

Founda ti ons - Knowi ng your Rea d s uppl ementa l rea di ng a nd/or
As s i gnment 2 - Internet
Week 2 bus i nes s objecti ves a nd your wa tch vi deos l i nked i n a s s i gnments 9/3/2021
Ma rketi ng Trends
cus tomer. Compl ete a s s i gnment 2 a nd upl oa d to
Labor Day - College Closed 9/6/2021

Di gi ta l Ma rketi ng Stra tegy
Wa tch l ecture a nd ta ke notes
Founda ti ons - Knowi ng your
Rea d s uppl ementa l rea di ng a nd/or As s i gnment 3 - Di gi ta l Ma rketi ng
bus i nes s objecti ves a nd your
Week 3 wa tch vi deos l i nked i n a s s i gnments Stra tegy Founda ti ons 1 9/10/2021
cus tomer. Unders ta ndi ng the di gi ta l
Compl ete a s s i gnment 3 a nd upl oa d to
ecos ys tem
Yom Kippur - College Closed 9/16/2021

Founda ti ons - Knowi ng your As s i gnment 4 - Di gi ta l Ma rketi ng
Rea d s uppl ementa l rea di ng a nd/or
bus i nes s objecti ves a nd Stra tegy Founda ti ons 2 & 3
Week 4 wa tch vi deos l i nked i n a s s i gnments 9/17/2021
unders ta ndi ng the evol vi ng di gi ta l
cons umer.

bus i nes s objecti ves a nd As s i gnment 5 - Di gi ta l Ma rketi ng
unders ta ndi ng the evol vi ng di gi ta l Stra tegy Founda ti ons 4
cons umer.

Wa tch l ecture a nd ta ke notes Student Journa l 1 - Fi rs t Ha l f
Rea d s uppl ementa l rea di ng a nd/or Refl ecti on
bus i nes s objecti ves a nd
unders ta ndi ng the evol vi ng di gi ta l
Compl ete a s s i gnment 6 a nd upl oa d to As s i gnment 6 - Di gi ta l Ma rketi ng
cons umer.
Bl a ckboa rd on or before the due da te Stra tegy Founda ti ons 5
Mi dterm revi ew - Revi ew l ecture Revi ew l ecture notes a nd ta ke

Week 7 Mi dterm As s i gnment 10/8/2021
notes a nd prep for a s s es s ment. mi dterm a s s es s ment
Italian Heritage Day/Indigenous People’s Day - College Closed 10/11/2021

Ba rri ers & Cons i dera ti ons - Rea d s uppl ementa l rea di ng a nd/or
As s i gnment 8 - Ba rri ers &
Week 8 Technol ogy, Ski l l l s , Budget a nd wa tch vi deos l i nked i n a s s i gnments 10/15/2021
Cons i dera ti ons 1
res ources , a nd gl oba l regul a ti ons . Compl ete a s s i gnment 8 a nd upl oa d to

Ba rri ers & Cons i dera ti ons - Rea d s uppl ementa l rea di ng a nd/or
As s i gnment 9 - Ba rri ers &
Week 9 Technol ogy, Ski l l l s , Budget a nd wa tch vi deos l i nked i n a s s i gnments 10/22/2021
Cons i dera ti ons 2
res ources , a nd gl oba l regul a ti ons . Compl ete a s s i gnment 9 a nd upl oa d to

The Pol i ti ca l Envi ronment a nd your wa tch vi deos l i nked i n a s s i gnments As s i gnment 10 - Setti ng Yours el f
Week 10 10/29/2021
di gi ta l ma rketi ng s tra tegy. Compl ete a s s i gnment 10 a nd upl oa d Up for Succes s
to Bl a ckboa rd on or before the due
da te
Election Day - College Closed 11/2/2021
Devel opi ng a Gl oba l Vi s i on Through
wa tch vi deos l i nked i n a s s i gnments As s i gnment 11/12 - Sea rch
Week 11 Ma rketi ng Res ea rch. SEO pl a nni ng 11/5/2021
Compl ete a s s i gnment 11 a nd upl oa d Engi ne Opti mi za ti on Stra tegy
a nd s tra tegy
da te
Veterans Day - College Closed 11/11/2021
Gl oba l Ma rketi ng Ma na gement: wa tch vi deos l i nked i n a s s i gnments Student Journa l 2 - 2nd Ha l f
Week 12 11/12/2021
Pl a nni ng a nd Orga ni za ti on Compl ete a s s i gnment 12 a nd upl oa d Refl ecti on
da te
2020 Gl oba l Di gi ta l Trends wa tch vi deos l i nked i n a s s i gnments As s i gnment 13 - Sea rch Engi ne
Week 13 11/19/2021
Overvi ew. SEO Stra tegy. Compl ete a s s i gnment 13 a nd upl oa d Ma rketi ng
da te
Thanksgiving Recess - College Closed 11/25/2021 - 11/26/2021
2020 Gl oba l Di gi ta l Trends
wa tch vi deos l i nked i n a s s i gnments As s i gnment 14 - Di s pl a y
Week 14 Overvi ew. Di s pl a y Ma rketi ng 12/3/2021
Compl ete a s s i gnment 14 a nd upl oa d Ma rketi ng Stra tegy
Stra tegy.
da te
Week 15
2021 Gl oba l Di gi ta l Trends
Overvi ew. Soci a l Medi a Stra tegy.
5
wa tch vi deos l i nked i n a s s i gnments
Compl ete a s s i gnment 15 a nd upl oa d
As s i gnment 15 - Soci a l Medi a
Stra tegy
12/10/2021

da te
Fi na l Project Due
Final Exam Fi na l Exa m Week Revi ew cl a s s notes a nd ta ke fi na l . 12/18/2021
LATE POLICY:
• Full credit will be given for participation and assignments turned in on or before the due date.
• 50% credit for late submissions up to 2 days after the due date. 0% credit after 2 days.
• The only exception to the late policy is if you are sick. If you email me a doctor's note, I will excuse
the lateness and give you full credit for the late assignment. Unfortunately, without a doctor's
note, the late policy will apply.
• This is an online class, and technical issues may arise, but they are not a valid reason for late
submissions so be sure to submit your work in advance of any deadlines so that you have time to
troubleshoot any potential technical issues that may occur.
COURSE MATERIALS:
Blackboard– Announcements, assignments, reading and supplemental material will be posted to
blackboard on an ongoing basis; all students are responsible for logging into blackboard daily
throughout the semester for the latest course information and updates.
Students will participate in topical discussions on Blackboard, sharing
perspectives on news articles they find related to what we are learning in
class.
Throughout the semester, students will share a minimum of 5 topical
articles and share what the student learned from the article and engage with a minimum of 5
student posts by contributing in a meaningful way to advance the discussion. At a minimum,
students will contribute 10x to the discussion board through out the semester. The goal of
discussions is to not only learn from the professor but to learn from the experiences of your fellow
classmates as well.
Suggested Text- Kingsnorth, Digital Marketing Strategy, 2nd Edition, Kogan Page
This is a rapidly changing field links to articles available online will be provided throughout the
semester. The websites, blogs and email newsletters of: TechCrunch, ClickZ, eMarketer,
Business Insider, and Mashable are also great ways to stay on top of the latest industry news.
STUDENTS WITH DISABILITIES:

Students with disabilities may receive assistance and accommodation of various sorts to enable them to
participate fully in courses at Baruch. To establish the accommodations appropriate for each student,
please alert me to your needs and contact the Office of Services for Students with Disabilities, part of
the Division of Student Development and Counseling. For more information, contact the office in NVC 2
271 or at (646) 312-4590.
6
OFFICE HOURS:
Office hours are on Fridays 3-5PM. Please do not hesitate to reach out to me to
anytime with questions or to set up an appointment.
You can email me at linda.gharib@baruch.cuny.edu or call me on my cell at

646-887-7962. If you need a quick response, the fastest way to reach me is
by texting me at 646-887-7962.
ACADEMIC INTEGRITY:
Learning involves the pursuit of truth, which cannot be pursued by presenting someone else's work as
your own. By following the procedure outlined below, you will establish a basis of trust that will remain
unless you provide reason to suspect it has been violated:
Baruch College's policy on Academic Honesty states, in part:
"Academic dishonesty is unacceptable and will
not be tolerated. Cheating, forgery, plagiarism
and collusion in dishonest acts undermine the
college's educational mission and the students'
personal and intellectual growth. Baruch
students are expected to bear individual
responsibility for their work, to learn the rules
and definitions that underlie the practice of
academic integrity, and to uphold its ideals.
Ignorance of the rules is not an acceptable
excuse for disobeying them. Any student who
attempts to compromise or devalue the academic process will be sanctioned." Additional information on
the school policy, which is fully endorsed in this class, can be found at:
http://www.baruch.cuny.edu/academic/academic_honesty.html.
Academic sanctions in this class will range from a D on the assignment to an D in this course. A report
of suspected academic dishonesty will also be sent to the Office of the Dean of Students. Additional
information and definitions can be found at:
http://www.baruch.cuny.edu/academic/academic_honesty.html
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FINAL THOUGHTS:
Thanks to advances in technology, our class is fully online. Since the class is asynchronous, you will
have the flexibility to log in and do your work at times that work best for you. For team projects, please
be sure to keep ongoing communication with your teams. For some of you this will be your first online
class but don't worry, you will get the hang of it quickly!
Why is this class important to you? As consumer behavior continues to evolve and companies struggle
to keep up with the ever-changing landscape, this creates many opportunities for new graduates to
join the workforce in digital roles that never before existed. Global marketing has evolved to touch
every step of the customer journey. Regardless of your major and what role you are in today, I am
hoping that you will bring enthusiasm to your studies as you build your foundation to become
tomorrow's digital savvy leaders. Let's have a great semester!

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MKT 9785 DIGITAL MARKETING STRATEGY (Fall 2021)

Baruch College, Zicklin School of Business

Assignments Reinforce understanding around concepts learned in 45%

Due dates may change so always be sure to

Our class format allows flexibility for you to

Di gi ta l Ma rketi ng Stra tegy Wa tch l ecture a nd ta ke notes

Labor Day - College Closed 9/6/2021

Yom Kippur - College Closed 9/16/2021

Di gi ta l Ma rketi ng Stra tegy

Di gi ta l Ma rketi ng Stra tegy

Mi dterm revi ew - Revi ew l ecture Revi ew l ecture notes a nd ta ke

Italian Heritage Day/Indigenous People’s Day - College Closed 10/11/2021

Wa tch l ecture a nd ta ke notes

Wa tch l ecture a nd ta ke notes

Wa tch l ecture a nd ta ke notes

to Bl a ckboa rd on or before the due

STUDENTS WITH DISABILITIES:

You can email me at linda.gharib@baruch.cuny.edu or call me on my cell at

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