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MKT 595 is a MBA course I taught twice a year from 2008 - 2010 in both web-enhanced in-class versions (Spring) and fully online (Autumn). From 2012, I taught this class entirely online (Fall Quarter only). The syllabus from the last class I taught is available here. I am taking a break from teaching this course.

I would highly suggest you read the teaching evaluations (below) if you are interested in taking the course with me. Some students like the way I teach, others do not. Reading the evaluations and the syllabus should give you an indication as to whether this is the right class for you. You can also contact me with questions about the course.

The class project for the web-enhanced sections taught in Spring was to compete in the Google Online Marketing Challenge (GOMC). This was a competition arranged by Google in which over 1600 student teams (the first year, more in subsequent years) competed to market a real company using Google's advertising tools. The MKT 595 students in the first year that the GOMC was offered performed admirably. All created strong campaigns that demonstrated creativity backed up by data-driven strategies, appropriate market research and a willingness to learn and adapt. However, three teams excelled in the competition and ranked in the top 50 for the Americas region (Regional Semi-Finalists). The Google Online Marketing Challenge is only available during the Spring Quarter.

Provisional Schedule (Subject To Change)

Week

Topics

Weekly Assignment(s)

Deliverables Checklist

One

 

  • Introduction and Course Overview
  • History of the Internet
  • How the Internet Works
  • Web 2.0
  • Web Design
  • Intro to Social Media Part 1
  • Blogs
  • Create course blog
  • Discussion board introduction
  • Blog journal
  • Week 1 quiz
  • Week 1 survey



Two

 

  • Search – Part 1
  • How Search Works 
  • SEO (Search Engine Optimization)
  • Analytics exercise
  • Discussion board participation
  • Blog journal
  • Week 2 quiz
  • Week 2 survey
  • Create course blog (10 points)
  • Discussion board introduction (5 points)
  • Blog journal (5 points)
  • Week 1 quiz (1 point)
  • Week 1 survey (2 points)

Three

  • Search – Part 2
  • Landing Page Optimization
  • Paid Search
  • Team Exercise:Paid Search
  • Discussion board participation
  • Blog journal
  • Week 3 quiz
  • Week 3 survey
  • Analytics exercise (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 2 quiz (1 point)
  • Week 2 survey (2 points)

Four

  • Intro to Social Media Part 2
  • Innovation
  • Second Life
  • Gaming
  • Mobile Marketing
  • Augmented Reality
  • Interactive Marketing
  • QR Codes
  • Team Exercise: SEO
  • Discussion board participation
  • Blog journal
  • Week 4 quiz
  • Week 4 survey
  • Team Exercise: Paid Search (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 3 quiz (1 point)
  • Week 3 survey (2 points)

Five

  • Midterm
  • Twitter exercise
  • Discussion board participation
  • Blog journal
  • Week 5 quiz
  • Midterm survey
  • Team Exercise: SEO (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 4 quiz (1 point)
  • Week 4 survey (2 points)

Six

  • Analytics
  • Cookies
  • Testing
  • KPI (Key Performance Indicators)
  • Research
  • Team Exercise: Dashboard
  • Discussion board participation
  • Blog journal
  • Week 6 quiz
  • Week 6 survey
  • Twitter exercise (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 5 quiz (1 point)
  • Midterm survey (2 points)

Seven

  • Channels
  • CRM
  • Research
  • Advertising exercise
  • Discussion board participation
  • Blog journal
  • Week 7 quiz
  • Week 7 survey
  • Team exercise: Dashboard (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 6 quiz (1 point)
  • Week 6 survey (2 points)

Eight

  • Email Marketing
  • Spam
  • Consumer-Generated Content
  • Team exercise: Viral Video
  • Discussion board participation
  • Blog journal
  • Week 8 quiz
  • Week 8 survey
  • Advertising exercise (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 7 quiz (1 point)
  • Week 7 survey (2 points)

Nine

  • Organizing
  • Security
  • Captchas
  • Privacy
  • Copyright
  • Stock Photography
  • PDFs
  • Team Exercise: Stock Photography
  • Discussion board participation
  • Blog journal
  • Week 9 quiz
  • Week 9 survey
  • Team Exercise: Viral Video (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 8 quiz (1 point)
  • Week 8 survey (2 points)

Ten

  • Final Presentations
  • Team Exercise: Create video presentation
  • Discussion board participation
  • Blog journal
  • Week 10 quiz
  • Week 10 survey
  • Team Exercise: Stock Photography (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 9 quiz (1 point)
  • Week 9 survey (2 points)

Eleven

  • Final Exam

  • Team exercise: Create video presentation (10 points)
  • Discussion board participation (5 points)
  • Blog journal (5 points)
  • Week 10 quiz (1 point)
  • Week 10 survey (2 points)

Teaching Evaluations

Frequently Asked Questions



Where is the syllabus?
You can download the syllabus here (as a PDF). You will see a version number on the front page.

What writing style should I use?
APA (American Psychological Association) Style. For more information, please use these resources:
APA Style
DePaul University Center for Writing-Based Learning
Zotero
EndNote (available via Campus Connection / For Students / Student Resources / Student Software

My marketing knowledge is a little rusty, what books do you recommend?
Framework for Marketing Management, A (5th Edition) by Philip Kotler, Kevin Keller
Marketing Management (14th Edition) by Philip Kotler, Kevin Keller

What are your office hours?
By appointment. We can talk in person, over the telephone or via videoconferencing (Skype, Google Hangouts, etc.).

How many hours a week outside of class should I devote to this course?
Based upon survey data, students spend an average of 4 to 6 hours a week, in addition to time spent watching online videos.

Do we meet online each week or can I watch the recorded video online anytime during the week?
The course is taught entirely online in an asynchronous mode. You don't have to be online at a particular time to participate or watch videos. However, there are weekly deadlines and assignments to complete. Your participation in this online course will equal, or exceed, that of a typical face-to-face class.

Is there a required book for this course?
No. However, I will recommend books, websites and periodicals.

Where do I log into the course?
www.D2L.depaul.edu

What format are the course videos in?
The downloadable videos are available as QuickTime .m4v files. The streaming videos are available via Adobe Flash.

What format are the classnotes in?
The classnotes can be read online (via D2L), or you may download them as PDF or iBook format (IBA) files. The IBA files are designed for the iPad.

Why don’t you teach this course as a face-to-face course anymore?
I have a “day job” in DePaul’s College of Business. I teach as an adjunct in the evening. Teaching online allows me to spend time with my family in the evening.

How many times a year do you teach this course?
This has generally been once a year, with me teaching online for the Fall/Autumn Quarter, and Adam Garcia teaching in-class version during the Spring Quarter.

I am a student from another college (not the College of Business) and want to take MKT 595. Can I do this?
Yes - your advisor must send Sharon Eul an email to confirm that the course will work toward your program, and Sharon will help you register.

Can I see student evaluations from previous classes?
Yes. You can download the evaluations from this page (above).

Where can I find out about the Google Online Marketing Challenge?
The GOMC (Google Online Marketing Challenge) takes place from March to June each year. This coincides with the Spring quarter, but not the Autumn quarter. Detailed information on the GOMC can be found here:

If you have questions not answered on these pages please feel free to contact me via email or telephone.

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