SYLMKT261/FUR,KMU/53,37,1-20191/1-4

MM PROGRAM

SYLLABUS FOR
MKT 261 – DIGITAL MARKETING

MMSM Batch 53, MMBM Batch 37, MM NVI Batch 1

Academic Year 2019/2020

Course Term : September 2 – November 5, 2019

Time Schedule : Tuesday, 6.30 – 9.15 pm
Faculty Member : Krishnamurti Murniadi, Ph.D. / Fredy Utama, MM
E-mail : krishnamurti.murniadi@pmbs.ac.id
fredy.utama@pmbs.ac.id
Consultation : by appointment
Credits : 2 Credit Units

COURSE DESCRIPTION
The rise of the digital world has created new opportunities to market goods or services. It
has also changed how marketing is doing its part in supporting business activities and the
way humans communicate with each other. Tools such as websites, blogs, email, social
media and mobile web are weaved into our lives. Consequently, company and/or brand
owners need to examine the role of strategic use of internet for successful application of
digital marketing.

In this course, we will study the what, how and why of current approaches in digital
marketing. Not only to identify the digital habit behavior for target market, expanding the
distribution channel using the internet, but also how to use SEO/SEM, social media and
other marketing tools to communicate with the target market. Students should establish
habits for keeping up with information relevant to business and to marketing, rise to the
challenge of developing strategy to guide tactics and also learn to define and track
performance indicators for the digital marketing activities.

COURSE OBJECTIVES
The course objectives are:
 To give understanding about the rise and the role of digital marketing in brand
development, and the essential components within digital marketing ecosystem
 To give understanding how to develop digital strategy structurally and systematically and
also how to select KPI and measurement unit which is suitable for brand’s needs
 To give understanding how to integrate digital marketing tools with others traditional
marketing

To accomplish those objectives, this course applies an eclectic approach of learning,

using a combination of lectures, guest lecturers, class discussions, group assignment,
quizzes, examinations and presentation of final report. In addition to the classroom days,
you are encouraged to take on a significant amount of self-study. Weekly tasks and activities
designed to stimulate and guide your study as you work towards your assignments through
active collaboration.
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LEARNING GOALS
In addition to the course objectives listed above, students are expected to develop the
following learning goals by the end of the course:

Problem solving
Each student should be able to make solutions by applying concepts integratively
Assessment: assignment/project, exam, class participation

Innovativeness
Each student should be able to introduce something new or different based on social
orientations.
Assessment: assignment/project, exam, class participation

COURSE GRADING

Class Participation & Individual Assignment : 10%

Group Assignment (Paper & Presentation) : 20%
Final Test Exam : 35%
Final Project Paper & Presentation : 35%

COURSE MATERIALS
 Chaffey and Ellis-Chadwick, 2012. Digital Marketing: Strategy, Implementation and
Practice, Prentice Hall
 Hand – Out

INDIVIDUAL ASSIGNMENT
There are two individual assignment.
1. You will ask to have and to develop your personal blog/website. The domain of your
blog can be blogspot, wordpress or paid domain (.com, .id, etc). The blog/website
will represent who you are and what is your unique selling proposition. You should
regularly update your blog/website. The score will depend on how frequent your
updates, along with the consistencies and the content of your blog/website (10%)
2. You will make an analysis and a report from the two guest lecture presentations. The
content of the report should be uploaded in your blog or website one week after guest
lecture presentation (5%)

PROJECT ASSIGNMENT & PRESENTATION

The class will be divided into 5 (five) groups of seven members who will be assigned for
final project assignment. You can choose one from the two options below:

1. Your team will develop digital marketing campaign for SME’s Product. Product can
be your future BP’s product. You will analyze the macro and micro digital
environment, digital behaviour, identify and exploring the digital marketing mix and
marketing strategy, the content digital and also creating e-relationship/e-experience.
2. Your team will propose a research in the field of Digital Marketing. The proposed
research should consist of abstract, problem statement, objective, literature review,
and a method part explaining the samples, instruments, and procedure.
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Final Report

The final written report should not exceed 50 pages in length (including figures, references,
or other supporting documentation), one and half line paragraph spacing, use Times New
Roman font with 12 pts size. The paper should be printed on plain white A4 paper. The
paper should be submitted to administration one week before the final project presentation
with Final PPT presentation attached.

Presentation

Group presentation should be a top-line summary of the key points from your report.
Each group will have 30 minutes (20 min to present, 10 min for questions and answers).

ACADEMIC INTEGRITY AND ETHIC

Please refer to Student Guideline for academic integrity and ethics. Using information/ideas
from other sources and not stated the source is a part of plagiarism. When you are working
with other students, please remember that failing to contribute adequately to the project but
taking full credit for others’ efforts is considering as cheating and will be punished
appropriately. There is no tolerance for every infringement of academic dishonesty.

COURSE OUTLINE

Meeting Date Topic Note

Lecture
An introduction to Digital Marketing: Thinking like
a digital marketing professional
In-depth look at multi-channel marketing and
Tuesday digital marketing communication
1 KMU
3-Sep
Reading Assignments (before the class):
Chapter one textbook
Destination Brands and Website Evaluation (pdf
file)
Lecture
Online micro and macro environments

Reading Assignments (before the class):

Tuesday
2 Chapter two and three textbook KMU
10-Sep
Voice Shopping is Revolutionizing e-Commerce
(pdf file)
Online v. Traditional: Marketing Challenge in the
Online Market in Bosnia and Herzegovina (pdf file)
Lecture
Relationship marketing and customer
satisfaction in the digital marketing
Tuesday
3 KMU
17-Sep Reading assignments (before the class):
Chapter six and seven textbook
Analysing Complaint Intentions in Online Shopping
(pdf file)
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Meeting Date Topic Note

Determinants of Online Customer Satisfaction in
Emerging Market (pdf file)
Tuesday Lecture/Workshop
4 FUR
24-Sep Landing Page Optimization
Tuesday Lecture/ Workshop
5 FUR
1-Oct Digital Acquisition Strategy
Tuesday Lecture/ Workshop
6 FUR
8-Oct Digital Engagement Strategy
Guest Lecture:
Tuesday The untold Story of E-commerce
7 FUR/KMU
15-Oct Diana Lim
Head of Ecommerce - Reckit
Guest Lecture:
Offline to Online OR Online to Offline
8 Tuesday
Kurniawan Santoso FUR/KMU
22-Oct
Founder (Strategi Performa Cipta) SPC – Go To
Market Consultant
Tuesday
9 Final Project Presentation FUR/KMU
29-Oct
Tuesday
10 Final Exam FUR
5-Nov

FUR/KMU/PROG