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IMC 208 Interactive and Web Marketing


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Planning and managing the use of Internet and mobile marketing through evolving tools/technology to promote an organization’s products or services and to interact with consumers. This is discussed and applied in the context of Integrated Marketing Communication.

This broadly covers the 4 Ps of Marketing but with a twist of Social Media. This can also be viewed as Digital Marketing to emphasize the nature and mode of delivery of marketing content.

 

MIRIAM COLLEGE

College of Arts and Sciences

Department of Communication

First Semester, School Year 2015-2016

 

 

COURSE OUTLINE and LEARNING PLAN

 

Faculty                                   :  JOEL C. YUVIENCO, JD/MBA

 

Course Title               : Interactive and Web Marketing

 

Course Code             : IMC-208

 

Number of Units       : 3

 

Pre-requisite subjects          : None

 

COURSE DESCRIPTION:  

 

Planning and managing the use of Internet and mobile marketing through evolving media to promote an organization’s products or services and to interact with consumers. This is discussed and applied in the context of Integrated Marketing Communication. 

           

COURSE LEARNING OUTCOMES:

 

At the end of the course, the student should be able to:

  1. demonstrate a practical understanding of tools and techniques to engage a 21st century  audience that is increasingly more participative in a  2-way discourse.
  2. co-design and co-create with teacher/facilitator and classmates  a toolset for a given target market
  3. implement a sample promotional campaign

 

COURSE CONTENT:

 


 

 

 

 

DAYS

TIME

ROOM

Satudays 

8:00-11 AM

 SMT 401

 

 

 

Course Requirements: Each student must demonstrate and produce the following learning outcomes:

 

Week

Learning Outcome

Topic

Methodology

 

Student

Output/Outcome

Evaluation of Learning/

Evaluation Tool

1

 Identify a real-life context for development of an interactive marketing toolset and techniques

Introduction

Pre-assessment using a KWL, variant, http://olc.spsd.sk.ca/DE/PD/instr/strats/kwl/ 

Survey form submission

Survey Results/Analytics

2

Navigate  the wealth of materials about the subject and make relevant connections

The 4Ps and 5Cs of a  company

Targetted  tour of the Internet via contextual search techniques

Use of suitable tool/s for discovery

Blog post on: The 4Ps and 5Cs of a  company

3

Define and design personal branding

(http://about.me  profile)

How to be a  social media evolutionary

Navigation of About.me

Creation of About.me profile

Chat discourse (in a transcript); Blog entry

4

Analyze frameworks and create  lexicon

Wikis are about collaboration

 Guided analysis

Posts on Wiki on Glossary of Interactive Marketing

Collaborative participation online

5

Expand  an existing survey design on Google Doc

 

Survey  can be better the Web 2.0 way

Online Guided Research

Participation in Analysis to generate  Profiling  of elearning Teachers

Collaborative input

6

Identify and focus  on viable niche

Who is your Market?

Guided analysis

Blog entry

Progress report

7

Build basic  models or products

Branding is not the sole domain of Companies

Guided framework development

Blog entry focusing on product features

Framework design

8

Develop a Big picture-small picture lens to build  scenarios

How to Generate a Psychographic (or Sociographic) Profile

Design and Development as a Collaborative Practice

Blog Entry Updates

Multimedia attributes of  blog

9

Develop a resourceful frame of mind to identify values for co-co-creation

How to Benchmark

against best practices

Design and Development, Part 2

Conceptual maps in blogs

Complex mindmaps

10

Contextualize Resources

Putting together Market Intelligence through discovery and disclosure

Deeper research

Demonstrate sample campaign

Analytics of audience engagement, e.g. on Facebook

11

Test  for Learning

Social Media Platforms and Psychographic Profiles

Guided Implementation (Pilot)

Blog entry

Progress Report

12

Bridge Plans and Practice

Building a Social Media Strategy

Self-check

Blog entry

Self-Monitoring and Evaluation

13

Present a  compelling case for a product or service

Building a group or Fanpage

Class Demo

Instance of Webpage or Online Community

Demonstrated features of a group or Fanpage

14

Integrate fresh elements and improvise on a given scenario

Exploring ways to keep a community sticky

Guided Analysis

 

 Blog entry

Progress on community activities and  engagement

15

Present and or critique constructively

Show-and-Tell

Critical Thinking, Creativity  Communication and Collaboration exercises

Presentation

Sufficiency of substance and form

16

Continuation

 

 

 

 

17

Put closure to a project

Final Submission of Portfolio

Final Check-off

Final Wiki

Final Grade

 

INSTRUCTIONAL MATERIALS:

  1. Various contextually relevant references, textual and multimedia,  considering the rapid developments on the Internet also known as Web  2.0. 
  2. Instructions on creation of accounts  with social technologies   will be   given  as required resources as the course progresses.
  3. Free subscriptions to influential social media newsfeeds and where applicable email newsletters will also be suggested.

           

CONSULTATION HOURS: Instructor can be reached via his email address joel.yuvienco@gmail.com

 

COURSE REQUIREMENTS:

 

  1. Conduct individual and group research and present in class
  2. Participate actively in class discussions
  3. Submit all written reports or blogs (in IMC 208 online platform on http://miriamcollege.edu20.org on time

 

CLASSROOM POLICIES:

 

  1. For course updates and requirements, please log in with your http://miriamcollege.edu20.org account (Send email to yuvienco@gmail for instructions.
  2. Attendance will be checked at the beginning of the class session. Should the student arrive late, she has to approach the teacher at the end of the class period about coming in late. If not, the student will be marked absent for the day.
  3. Three (3) late arrivals will equate to one (1) absence. The student should not go beyond three (3) absences. Otherwise, she will be given a grade of FA.
  4. All assignments will be discussed with the appropriate guidelines.
  5. Plagiarism or copied-and-pasted works will not be condoned and will be given a grade of 0 (F) for that particular work.

 

GRADING SYSTEM:

Components:  2/3 Class Standing + 1/3 Final Exam

 

Numerical Rating

Qualitative Rating

Grade

99-100

Outstanding

5.0

96-98

Excellent

4.5

93-95

Very Good

4

90-92

Above Average

3.5

87-89

Average

3

84-86

Below Average

2.5

81-83

Fair

2

78-80

Fair

1.5

75-77

Poor

1

Below 75

Failed

F

 

   F       - Failed

   NE    - Never Entered

   W      - Withdrawn from the course

   FA    - Failure due to Absences

   INC   - Incomplete

 

 

 

 

 

 

 

RUBRICS: as each requirement is presented to the class, the specific rubric will be discussed

 

DEPARTMENTAL POLICY ON SUBMISSION OF FINAL REQUIREMENTS:

  • The Department of Communication gives importance to TIMELINESS.  Submission of FINAL requirement on the allotted time will give the student a grade of 5 in that criterion.  Otherwise:

 

Submission

Grade on TIMELINESS

1-5 minutes late

4

6-10 minutes late

3

11-15 minutes late

2

16-30 minutes late

1

 

  • Beyond 30 minutes, the FINAL requirement is not accepted and the student will be given an F for the Finals.

 

REFERENCES:

 

As stated above in INSTRUCTIONAL MATERIALS

 

CONSULTATION HOURS: (please make prior arrangements via joel.yuvienco@gmail.com)

 

Days

Time

Room

 

 

 

 

APPROVED BY:                                                        

 

   

_________________________________                                                      __________________________________

MARGARITA ALVINA-ACOSTA, PhD DATE                                         

Chairperson

 

NOTED BY:

 

__________________________________                                                      _________________________________                                                                       

FRANCIS JULIUS N. EVANGELISTA, PhD                                                                                   DATE 

                              OIC, CAS                                

 COURSE OUTLINE AND LEARNING PLAN IMC 208 JYuvienco SY 2015-2016 1ST SEM.doc