This course explores the successful design, development and execution of targeted marketing campaigns for news, information and entertainment. Special emphasis is given to team problem-solving. (Formerly COMS 356)
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:
- Possess a practical working knowledge of the strategic uses of integrated, web, and social marketing programs.
- Understand the analyses and processes of communication strategies practiced in social media and web marketing.
- Develop a personal working style and approach that is results- and market-oriented.
- Understand the advantages of a Christian worldview in the transactional marketplace.
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 the Course Overview.
Discussions 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 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 Assignments (2)
This exercise will be completed in two parts. For the Interview Assignment, 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 the Direct Marketing Strategy Assignment, the student will write 300–450 words describing the target, direct marketing strategy, and offer and message strategy for the interviewee.
Direct Marketing Plan Assignments (3)
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 and Select Target, and Final assignments.
Reading Quizzes (4)
The student will complete 4 online quizzes based on the Rapp text. 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.