Digital/Social/Mobile Communication Strategies – STCO 356

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

Rationale

The purpose of this class is to introduce students to the practices used in implementing effective integrated web and social marketing programs. Students, therefore, will gain understanding of the application of digital, social and marketing techniques.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Possess a practical working knowledge of the strategic uses of integrated, web, and social marketing programs.
  2. Understand the analyses and processes of communication strategies practiced in social media and web marketing.
  3. Develop a personal working style and approach that is results- and market-oriented.
  4. Understand the advantages of a Christian worldview in the transactional marketplace.

Course Assignment

Textbook readings and lecture presentations/notes

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (4)

Discussion boards are collaborative learning experiences. Therefore, the student will demonstrate his or her understanding of direct marketing concepts by composing a critical, thoughtful response to each of the 4 discussion board prompts. For each thread, the student must assess the merits of highlighted concepts from the textbooks, with at least one (1) specific mention of a point from each required resource. Each thread must be at least 200–300 words. A reply of at least 150 words to 2 other classmates’ threads is also required.

I-Me-Mine Exercise

This exercise will be completed in two parts. For Part 1, the student will select and interview an individual, putting together a demographic and lifestyle profile and transaction set that will be the focus for this assignment. For Part 2, the student will write 300–450 words describing the target, direct marketing strategy, and offer & message strategy for the interviewee.

Direct Marketing Plan

The student will demonstrate an understanding of the creation of a strategic Direct Marketing Plan for an organization of his or her choosing. The plan will include goal, strategy and tactics, and emphasize the use of 1-to-1 communication for results. In addition, the plan will demonstrate the ability of the student to integrate the concepts of this course with his or her personal experiences and plans for the future. This will be completed in three parts – Select Organization, Define Market & Select Target, and the Direct Marketing Plan final submission.

Reading Quizzes (4)

The student will complete 4 online quizzes based on the Rapp and Kerin & Hartley texts. The quizzes are timed, open-book/open-notes, and contain 25 questions each. The question formats are multiple choice and true/false. The quizzes test your ability to understand and integrate the foundational concepts involved in Direct Marketing.