MARK1330, 2015 FALL 1

THE HONG KONG UNIVERSITY OF SCIENCE & TECHNOLOGY DEPARTMENT OF MARKETING

MARK1330 Communications in the Digital Era (Digital Marketing)

Syllabus, 2015 FALL Mondays 9:00 to 10:20

Wednesday 9:00 to 10:20 CYT G010

Instructor: Mr. Larry CHAN (LSK4056) Teaching Assistant: Ms Lily WONG (LSK4025) Phone: 2358 xxxx (contact via email preferred) Phone: 2358 7705 Email: larrychan@ust.hk Email: lilywong@ust.hk Office Hours: By appointment Office Hours: By appointment

COURSE DESCRIPTION & LEARNING OBJECTIVES

This course provides an introduction to the impact of emerging digital communications technology on society, mass media and on marketing practice. To fully benefit from the ongoing digital revolution, students need to understand the impact of digital communication channels in the practice of mass communications and marketing. On successful completion of this course, students are expected to be able to:

Plan and execute for the contemporary digital initiatives within marketing context

Analyze the core issues in modern mass media communications

Analyze the impact of modern media on society and vice versa

COURSE FORMAT

LECTURE Guided by the course materials and lecturer exercises, we will interactively discuss the key issues, challenges and opportunities related to ongoing evolution of Digital Marketing. You are encouraged to raise questions related to class topics as well as to actively participate through relevant insights and examples. CASE ANALYSIS Effective learning also benefits from systematic critical thinking and reasoned application of theoretical concepts and frameworks. To this end, business case analysis is used as a primary learning tool. You are expected to read each case and prepare a team presentation for submission at the start of class, as well as to prepare for in class discussions.

Discussion questions and format guidelines will be provided to guide you through the case preparation

Team submissions will be in PowerPoint format as teams are expected to summarize and highlight key analysis points and insights.

Teams will be randomly picked to present their case analysis report in class, and the rest of the class are encouraged to participate with their insights and observations. Participation credits will be assigned to volunteers. However, it wont affect the score of case analysis.

COURSE MATERIALS

Textbook (Optional): Digital Marketing: Strategy, Implementation and Practice, 5/E. Dave Chaffey, Fiona Ellis. Pearson. ISBN-10: 0273746103 • ISBN-13: 9780273746102. 2012

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Course Packet and Case Studies: Aside from the textbook, we will use articles and cases as course materials. All cases and readings are placed on reserve in the library. Several copies are also available at the marketing department’s office (LSK4018) and can be checked out for short time periods. It is your responsibility to ensure that you have completed your readings and assignments before each class. 1. An Introduction to Marketing. 9-584-124. September 29, 1986 (Harvard Business School) 2. An Introductory note on the Case Method. 908M85. 2008-10-21 (Ivey) 3. A Note on Team Process. 9-402-032. October 4, 2001 (Harvard Business School) 4. Digital marketing and social media: Why bother? BH636 November 15, 2014 (Business Horizons (2014)

57, 703-708; Elsevier) 5. Amazon, Apple, Facebook, and Google. 9-513-060. December 12, 2013 (Harvard Business School) 6. Sephora Direct: Investing in Social Media, Video, and Mobile. Ofek, Wagonfeld. 9-511-137. June 25, 2012

(Harvard Business School) 7. The Britney Spears universe: Social media and viral marketing at its best. Business Horizons (2012) 55,

27-31 (Elsevier) 8. Maersk Line: B2B Social Media – “It’s Communication, Not Marketing”. B5779. February 11, 2014

(Berkeley-Haas Case Series) Lecture slides: Only partial lecture notes will be provided prior to each class on the course website, with additional information provided during class. Some concepts discussed in the text will be emphasized during class, and new concepts not found in the text will also be introduced. You are responsible for keeping up with the assigned readings prior to each class. Recommended Resources (Optional) 1. eMarketing: The Essential Guide to Online Marketing, 5/E. Stokes. Quirk eMarketing ISBN 978-0-620-

56515-8. 2014. www.redandyellow.co.za/product/textbook-digital 2. The Rise of the Chief Marketing Technologist. McLellan. Harvard Business Review. July-August 2014.

Reprint R1407F 3. Marketing Today: Branding for Digital Marketing and Social Media. Gronlund. Harvard Business Review.

October 01, 2013. BEP228.

COURSE MAILING LIST AND WEBSITE

A class mailing list is set up to disseminate information and make early announcements. All students that have enrolled in this course are automatically included in this list. The course website is on LMES. Lecture slides, announcements, and other materials will be regularly posted to this site. To access these materials, go to http://lmes2.ust.hk, type in your email (ITSC) login (without the stu.ust.hk part). For example, if your email address is ac_cck@stu.ust.hk, you will type in ac_cck. Your initial password is the same one that you use to login to your email account (ITSC password).

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COURSEWORK AND ASSESSMENT

The graded coursework requirements are listed in the following table:

Coursework Points (%) Work Nature

Case Analysis Report 15 Group Work and Peer Rating

Group Project & Presentation 30 Group Work and Peer Rating

Mid Term Test 25 Individual

Class Participation 13 Individual

Social Media Manager Contest 15 Group Work

Research Credit 2 Individual

TOTAL 100

Scores on each of the above components will be summed to arrive at an overall score for each student. Based on this overall score, grades will be assigned as per a relative grading system (based on the School’s grade distribution policy). MID TERM TEST (25%) There will be one midterm tests in this course In case you are not able to take the tests on the scheduled time due to serious illness or circumstances, the school policy on “Illness or Other Circumstances Affecting Assessment” will be followed (see below). Only students with approved exceptions will be allowed to take a make-up test (for missing either of the two tests) during an alternative date after the final test, AND the make-up test will be based on the content of the full course (that is, ALL cumulative materials covered in class). Students with denied exceptions will not earn any points for missing any tests.

ILLNESS OR OTHER CIRCUMSTANCES AFFECTING ASSESSMENT (Academic Regulations : UG Regulation:7.5; PG Regulation: 7.7) If students wish the University to take into account illness or some other extenuating circumstances that have affected their performance in an examination, or ability to attend an examination, or to complete other assessment activities, they must report the circumstances of the case in writing and provide appropriate documentation to ARRO within one week of the scheduled date of the assessment activity. The Director of ARRO will review the case and make a recommendation to the relevant Dean, the Dean’s designate or the Director of IPO. (http://arr.ust.hk/reg/em/em_std_reg/reg_makeup.html) Please click here to download the standard report form.

GROUP ACTIVITIES Students will be assigned into groups consisting of six to seven members each (to be confirmed based on final class size) for the Case Study Analysis Report and Final Project. A group consisting of two to three members (to be confirmed based on final size) for the Social Media Manager Contest.

Case Study Analysis Report

Final Project

Social Media Manager Contest To recognize individual contributions as well as to discourage freeloading, peer evaluations will be used to adjust group grades to the final individual grades.

You will evaluate your team members’ (excluding your own) performance /contribution to the team at the end of the course. Your individual grade will be based on multiplying your team grade to your individual contribution rate (i.e., peer rating). For example, if your team report earns a total group grade of 10 points, and your average peer contribution rating is 80% (rounded up to next decile), then your individual group

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assignment grade is 10 points x 80% contribution = 8 points. In general, a fair contribution of each members should deserve a 90-100% contribution scores between peers.

Each student is required to submit his/her evaluation. A student who fails to submit his/her evaluation will NOT earn any group assignment grade.

No group swapping is allowed. You are also expected to manage your group activities effectively and efficiently. Group members should agree on the criteria that they will use in evaluating each other before the group activity commences (via Team Charter). This will minimize any problems and/or conflicts from arising in the course of your evaluation. It also defines the group’s expectations right at the start.

1. CASE STUDY ANALYSIS REPORT (15%) Effective learning also benefits from systematic critical thinking and reasoned application of theoretical concepts and frameworks. To this end, business case analysis will be used as a learning tool.

ALL groups will be assigned ONE case (out of 4 available cases), and needs to read and analyse the issues in their assigned case thoroughly and will be required to make a presentation slide deck with no more than 10 slides (excluding titles/agenda/dividers)

Team submissions will be in PowerPoint format as teams are expected to summarize and highlight key analysis points and insights

One team will be selected to give a 15-minute (max) presentation at the start of the related case discussion class – the presenting team will automatically earn participation credits

Discussion questions and format guidelines will be provided to guide you through the case preparation

2. FINAL PROJECT (30%) All groups will work on a project to review the digital communications/marketing efforts of businesses. Each team will self select a company/business, and run a marketing campaign base on their existing products porfoilo. Teams can select any company or business based on their interest. Potential points to include (but are not limited to):

Consumer insights & Big Ideas

Any cultural, social, technological or legal factor affecting the macro & mico environment?

Digita Marketing Strategy, Consumer journey and Campaign planning

Creatives initiatives

Media

Measurements

Budget allocations

Risks & Challenge ALL groups are required to submit a PowerPoint presentation, as well as to make an oral presentation at the end of the semester

The presentation slides should be no more than 25 slides (excluding title/agenda/dividers), and should be submitted via Canvas 12 noon of 20Nov, Friday. Late submissions will be penalized.

Each group will be given a maximum of 15 minutes to present and 5 minutes Q&A during class.

3. SOCIAL MEDIA MANAGER CONTEST (15%) Assume MARK1330 is the Social Media Team for Hong Kong Government, Facebook is chosen as the key channel to promote the image, policy, reputations or crisis management for Hong Kong Government. As a team, you have to create ONE Facebook feed according to the Facebook calendar based on what really happening in Hong Kong.

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A closed Facebook Group will be set up. 2 -3 students will be assigned as a group to post ONE Facebook feed base on what is happening in HK, China or Global that is relevant to Hong Kong Government. Remember your objectives is to promote Hong Kong government in the above area. So totally there should have around 40 groups who take turns to manage the page. Grading will be based on the number of factors:

Overall Facebook feed copy, image, video, poll or article sharing that deliver the message and objectives of the page. You may creatively think of a specific format available in Facebook.

Number of Likes - All students have to Likes at least 10 feeds out of 26 if they find it good. You may Likes more than that. Comments are encouraged, but wont count in the grading. If the total Likes is less than 260 in the Facebook Group among all feed, participation scores for whole class will be deducted.

Negative comments and crisis management - Negative comments never contribute to low scores. Good crisis management can even get a better scores as social media is a very open platform, we cant stop any conversations from mass.

A Facebook Calendar with each member name will be shared after the class size is confirmed. The cut off for each Facebook feed will be Monday, Wednesday and Friday 12nn Facebook time. Late post will score zero. It is recommended you post the feed at least a few hours before the deadline in case there is any unexpected issues. If there are more than one posts, only the first one will be counted. You are also responsible for answering any enquires, complaints in the comments. NO SHARE of feeds are allowed. Scores for this part will be forfeited if students shared any feeds. Apart from creating a feed for each group, each individual are required to read each feed and vote for the feed they like (At least 10 Likes per student). You may Likes more than 10. Comments are encouraged for some controversial feed.

CLASS PARTICIPATION (13%) Students are expected to participate in class discussion and exercises so they can learn from each other. Active involvement in learning increases what is remembered, how well it is assimilated, and how the learning is used in new situations. In making statements to peers about their own thoughts on a class topic, students must articulate those thoughts and also submit them to constructive examination by others. In listening to their peers, students hear different ways of interpreting and applying class material, and thus are able to integrate many examples of how to use the information. Students are expected to attend every class and be on time. Attendance will be taken at each class, and latecomers are responsible for notifying me of their presence during class. Attendance, especially on-time attendance, will contribute to your individual participation grade. Attendance is necessary but not sufficient for a good class participation grade. Learning in this class depends heavily on your willingness to expose your insights and viewpoints to the critical judgment of your classmates. Thus, you are expected to be prepared for class by reading the assigned materials and contributingg to class discussions. To encourage discussions, I may randomly call on students/teams to volunteer their point of view about the assigned readings/cases. Do not be afraid to express your opinions. Remember, there are often no right or wrong answers in class discussions. Instead, good answers and ideas are discovered via collaborative discussion together.

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The participations scores come from punctual attendance, active class participations, social media manager contest and case presentations. RESEARCH CREDIT HKUST is a research institution. We therefore, encourage students to earn research credit. Students enrolled in marketing classes are expected to earn 2 research credits (worth 2% of the grade). This can be done by either participating in two research experiments (1 hour each) or completing two research assignments. For further details and guidance, please refer to “Markexpt Student Manual 2014 Fall.doc” which is posted on the course website.

TEAMWORK

Teamwork is an essential component of the course. A significant amount of the work for this course will be done in groups. The purpose of group assignments is to expose you to the real world business environment where skills such as dividing workload, communicating effectively, resolving conflicts, and leveraging each person’s strength are immensely valuable. As in the real world, teamwork can sometimes be a frustrating experience. It might be difficult to pick times to meet, you may not see eye to eye with another group member on some issues, or the division of workload may not seem equitable to all group members. As frustrating as it might be, it is important for you to learn how to manage teamwork. Disputes between group members should be resolved internally. Please form groups (~5 members, the number of people in a group depends on the final class size) by yourselves and come up with a name for your group. Please inform your TA and I of your group members and group name by email before the stated deadline. To facilitate group interaction, I would like each group to sit together during class once the group is formed.

GRADING STANDARDS

GRADING All deadlines will be strictly enforced. Late submissions will not be graded and no make-up assignments will be allowed. No letter grade will be assigned for individual tests or assignments. Final grades will be curved, based on your performance versus the rest of the class. APPEAL PROCEDURE Out of fairness for other students, I generally do not entertain requests for re-grading quizzes. If you believe, however, that your answer on a particular question of a quiz has been misunderstood, you need to submit a request to be re-evaluated within one week of receiving your score. Please attach a typed note to your quiz with your name, student ID, and a short explanation for why you feel your answer deserves more points. Explanations should be specific and pertain to the content of the question only. Thus explanations like “I worked really hard and deserve more points” or “My answer on this question is better than X’s” will not be acceptable. Please note that a re-evaluation request for a particular segment of the quiz will lead to a complete re-evaluation of the entire quiz. Thus, this comprehensive re-evaluation may cause your overall score to go up, stay the same, or go down. I will return your final grade within one week of receiving your request.

INSTRUCTOR AS A RESOURCE

Concerns, clarifications about the course materials, and any form of feedback are welcome. If there are concerns about course-related issues, bring them to my attention as soon as possible. Do not wait till the end of the quarter to have them resolved. If you wish to see me outside class, please schedule an appointment

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either in class or through email. If you wish to contact your TA, please directly contact her via email to set up an appointment.

ACADEMIC INTEGRITY

Students are required to maintain the highest standards of academic integrity. You are expected to work independently (or with your teammates for team assignment) on all quizzes and assignments (including the simulation game). Breaches of these standards of academic integrity include, but not limited to, cheating, plagiarizing, consulting external sources (including the Internet) in completing an assignment, test, or project in which such behavior is prohibited.

IMPORTANT THINGS TO NOTE

1. A name plate will be prepared for you. Please remember to bring it to every class. 2. Attendance and tardiness will be recorded, and will affect your participation grade. 3. Please turn OFF your cell phones before the class begins. 4. Please do the assigned readings before class. This is particularly important for case discussions. For all of

us to benefit from case discussion, it is important that you come prepared for discussion. 5. Please bring your Personal Response System (PRS) clicker with you to each class, PRS participation in class

counts to your participation grade. 6. Always bring a calculator to classes and quizzes. Calculators CANNOT be shared during quizzes. 7. All deadlines will be strictly enforced. Late submissions will not be graded and no make-up assignments

will be allowed.

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APPENDIX A: TENTATIVE COURSE OUTLINE (MARK1330, 2015 FALL) Mondays & Wednesday 9:00 to 10:20 / CYT G010 * Subject to change due to time or unforeseeable constraints; changes announced in class, email or website. (!) Please bring your Personal Response System (PRS) clicker to each class.

Wk Class Date Day Topic Assignment Due

1

1 09.02 Wed Course Introduction

2 09.07 Mon Overview of Marketing & Digital Marketing Read: “An Introduction to Marketing” & Chapter 1

2 3 09.09 Wed

Introduction to Case Analysis and Final Project Presentation, and Working in Teams

Read: “An Introductory Note on the Case Method” and “A Note on Team Process”

4 09.14 Mon Internet Macro-environment & Internet Micro-environment (Online Marketplace Analysis)

Add/Drop Deadline Read Chapter 2 & 3

3

5 09.16 Wed Digital Marketing Strategy Read Chapter 4 Teams finalized (members & team name)

6 09.21 Mon Campaign Planning for Digital Media & Marketing Communications Using Digital Media

Read Chapter 8 & 9 Team Presentation Topic submission

4

7 09.23 Wed Dangers Lurking with Digital Communications & Crisis Management

8 09.30 Wed Guest Speaker, Associate Digital Director, Carat replace morning session

5 9 10.05 Mon MID TERM TEST

10 10.07 Wed Case Study Discussion #1 Submit Case Team Presentation “Amazon, Apple, Facebook and Google”

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11 10.12 Mon Social Media Marketing

12 10.14 Wed Guest Speaker, Head of FMCG & Retail, Facebook

7 - 10.19 Mon Search Marketing

Submit Case Team Presentation: “The Britney Spears universe: Social media and viral marketing at its best”

13 10.26 Mon Case Study Discussion #2

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14 10.28 Wed Video Marketing

15 11.02 Mon Mobile Marketing Submit Case Team Presentation: “Maersk Line: B2B Social Media”

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16 11.04 Wed Case Study Discussion #3

17 11.09 Mon E-commerce and O2O Submit Case Team Presentation “ Sephora Direct: Investing in Social Media, Video, and Mobile.”

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18 11.11 Wed Case Study Discussion #4

19 11.16 Mon Evaluation and Improvement of Digital Channel Performance

Read Chapter 10

11

20 11.18 Wed Guest Speaker(TBC)

- 11.23 Mon Final Project Presentation (tentatively Groups 1 to 4) Submit Final Project Presentation on or before 20Nov noon

12 21 11.25 Wed Final Project Presentation (tentatively Groups 5 to 8)

22 11.30 Mon Final Project Presentation (tentatively Groups 9 to 12)

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APPENDIX B. CASE STUDY PREPARATION & TEAM PRESENTATION GUIDELINES (MARK1330, FALL 2014) Each student is expected to read each of the four cases and actively participate in class discussions. Each team will prepare and submit team presentations (MS PowerPoint) for one of the four cases. Some teams will be randomly picked to present their case analysis report in class, and the rest of the class are encouraged to participate with their insights and observations. Team Presentation Submission Format

MS PowerPoint presentation – submit both hard copy and electronic copy (ALL members must be copied in the email submission to signify team alignment/agreement)

Maximum of 10 slides in length (exclusive of title page)

Helvetica font, minimum size of 28 (size 32-36 preferred)

Good Business English writing rules and Spelling are expected, and will influence grading (Tip: use MS PowerPoint Spelling function)

As in real life, Presentations are NOT detailed reports, and should be a summary of your key points o Full sentences are not expected, but phrases outlining points should be logical and understandable o Layout and manner of presenting your analysis will often be helpful to get your point across (e.g.,

using tables, diagrams, lists, etc.) Case Analysis Discussion Questions (1) Amazon, Apple, Facebook, and Google Case Abstract Four businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they seem to outside forces? What are the implications for the pace at which consumers go online? Questions 1. What are the source of business of Amazon, Apple, Facebook and Google? 2. What are the Strengths/Weaknesses/Opportunities/Threats (SWOT) of Amazon, Apple, Facebook and

Google? 3. Define the contested boundaries (i.e., business overlaps) among Amazon, Apple, Facebook and Google. 4. For each contested boundary that you have identified, which company(s) have the edge, and why? 5. As the digital marketplace evolves and more people go online, which company will likely gain the most

benefit, and why? (2) The Britney Spears universe: Social media and viral marketing at its best Case Abstract Britney Spears is one of the most successful female recording artists in contemporary music, world-wide. Herein, we analyze how Britney Spears and her team of employees rely on social media applications to communicate around this pop icon, and create and maintain her celebrity brand image. Specifically, we look at the use of social media during the launch of her single 'Hold It Against Me' and the associated album Femme Fatale in early 2011. The interplay of postings on Twitter, YouTube, and Facebook – combined with comments on her webpage, BritneySpears.com - can be seen as a prime example of social media usage to support new product introductions. Questions 1. Why was Britney Spears so successful in Social Media (aside from summarizing the case facts, also think

about the underlying factors and decisions)? 2. From Social Media Marketing standpoint, what did Britney’s social media team do well and not so well? If

any, what would you do differently?

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3. What is the role/purpose of each of the applications (i.e., webpage, Twitter, Facebook, YouTube) in Britney’s social media strategy?

4. Imagine you have been hired to be a Social Media Marketing consultant to launch a new consumer product, briefly outline a recommendation for a Social Media campaign.

a. How will you manage the campaign? b. What applications will you use? For what purposes? c. How will you use the applications (sequence, frequency, etc.)? d. What metrics will you track?

(3) Maersk Line: B2B Social Media Case Abstract The case describes the launch of a social media platform by the largest container shipping company in the world. Maersk Line garnered over 1 million fans on Facebook, 40,000 followers on Twitter, and 22,000 on Instagram. They also launched and became active on other social media networks such as LinkedIn, Pinterest, and Google+ and created a social media home base for Maersk Line called Maersk Line Social that published articles and stories about the company in a less formal manner. The case discusses the organizational aspects of the program launch, as well as pressure from the marketing department to better integrate the largely independent social media operation into the company's broader marketing efforts. Questions 1. Why was Maersk Line so successful in Social Media? What were the key drivers of success? 2. Evaluate how Maersk Line executed on its social media plan and platforms. 3. How do you think Wichmann calculated the 1,500 percent ROI on Facebook? Do you agree with his

calculation? Why or why not? 4. How do you predict Maersk Line’s competitors will react to the company’s success in social media?