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MKT 4343-70: Emerging Media in Advertising / Spring 2019 Professor: Dr. Heidi E. Huntington

Class Days/Times/Location or Other Format: Online via WTClass Office Location: CC 332H Office Hours: 11 a.m. - 2 p.m., Mon.; 11 a.m. - 3 p.m. Tues.; 1:30 - 3:30 p.m. Wed., and by appointment Office Phone: (806) 651-2765 Email: hhuntington@wtamu.edu Social Media: Keep up with the latest happenings of your COB on Facebook and Twitter, connect with us on LinkedIn, and check out COB videos on YouTube.

Terms of Use A student's continued enrollment in this course signifies acknowledgment of and agreement with the statements, disclaimers, policies, and procedures outlined within this syllabus and elsewhere in the WTClass environment. This Syllabus is a dynamic document. Elements of the course structure (e.g., dates and topics covered, but not policies) may be changed at the discretion of the professor.

WTAMU Paul and Virginia Engler College of Business Mission Statement The mission of the Paul and Virginia Engler College of Business is to provide high quality undergraduate and graduate business education with a global perspective and ethical awareness. We accomplish this through emphasis on excellence in teaching, which is strengthened by faculty scholarship and supported by professional service. Learning Objectives of the WTAMU Paul and Virginia Engler College of Business Programs The Engler College of Business (COB) at West Texas A&M University (WTAMU) seeks to prepare students in the Bachelor of Business Administration (BBA), Master of Business Administration (MBA), Master of Professional Accounting (MPA), and the Master of Science, Finance and Economics (MSFE) degree programs for careers in business and to foster their professional growth and advancement via key learning goals and objectives.

The learning objectives of the Paul and Virginia Engler College of Business are as follows:

Leadership

Communication

Critical Thinking

Business Integration

Core Business Knowledge

Global Business Environment

Business Ethics and Corporate Governance

Course Description Catalog Description: Explores the important emerging media issues facing the industry of advertising. Emerging media in advertising is applied to multiple topics, which include media theory, research practices, brand management, leveraging content from third-party sources, corporate mergers and acquisition, programming techniques, and new technology demands for advertising agencies at home and abroad.

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This course uses an integrated marketing communications approach and the “paid, owned, earned” media model to examine how emerging media forms influence how marketers can reach consumers. Specifically, we will discuss:

media and communication theories such as, but not limited to, word-of-mouth, two-step flow, diffusion of innovations, transmedia storytelling, and spreadable media

marketing concepts related to consumer co-creation of media, push vs. pull strategies, and more

marketing techniques for brand storytelling and management, such as content marketing, native advertising, and social media marketing, including consideration of online influencers and so-called “microcelebrities”

computer-enable techniques such as search and programmatic advertising

overview of techniques for conducting audience research via social and electronic media

The course is designed to mix theory and practice. As an online course, you will also be responsible for driving your own learning and applying the course content to your own interests. Course Objectives Upon completion of the course, the student should have working knowledge of media theory as it relates to emerging media in advertisting and should be able to:

Develop internet and digital-media based marketing strategy and goals and select appropriate tools to meet those goals.

Understand the strategy behind and the tactical implementation of the following: o Social media/viral media/user generated content o Search engine marketing o Content marketing o Native advertising

o Integrated marketing communication using paid, owned, and earned media.

Use knowledge of media theory and IMC to spot trends in emerging media that affect marketing and advertising efforts.

Map from COB Learning Objectives to Specific Course Objectives The Engler College of Business Learning Goals are related to the course objectives for MKT 4343-70, as follows:

Engler College of Business Objective Course Objective

Communication Students will demonstrate competencies in written communication and communication technology and will illustrate and explain theories and concepts related to communication, media, and marketing via group/individual exercises, quizzes, written assignments, and discussion forums.

Critical Thinking Students will demonstrate critical thinking through effective application of the course material to the exercises and assignments.

Business Integration Students will illustrate the ability to integrate the theories and concepts related to emerging media advertising discussed in the

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Engler College of Business Objective Course Objective course into a marketing plan for a real-world client or into a case study of a real-world emerging media in advertisting issues.

Core Business Knowledge Students will demonstrate competencies in basic marketing tasks such as targeting and segmentation and developing emerging media advertising strategies via group/individual exercises and assignments.

Business Ethics & Corporate Governance Students will illustrate competencies in ethics as applied to emerging media advertising via group/individual exercises, written assignments, and discussion forums.

Course Materials Berger, J. (2013). Contagious: Why Things Catch On. New York: Simon & Schuster. (ISBN: 9781451686579)

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Hoboken, N.

J.: John Wiley & Sons. (ISBN: 9781119341208)

As with any online class, students are expected to have a reliable Internet connection, and to check in to

WTClass regularly and to be proactive in communicating with me.

Course Grading Policies The standard grading scale will be used in this course. Composition of the Grade:

Pinterest Discussions 60 points 12% Module Exercises 110 points 22% Module Quizzes 110 points 22% Online Certifications 120 points 24% Final Project 100 points 20% Total 500 points 100%

Grade Scale:

A = 500 - 450 points B = 449 - 400 points C = 399 - 350 points D = 349 - 300 points F = 299 - 0 points

Questions about Grades:

I do my best to give you each constructive, productive feedback on your major assignments according to rubrics or grade breakdowns that are provided with course assignment instructions. I am more than happy to discuss your grades on any course assignment with you. To do so, come to my office hours or make an

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22%

22%

24%

20%

Grade Composition

Pinterest Discussions

Module Exercises

Module Quizzes

Online Certifications

Final Project

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appointment to speak to me by phone or in person. You must contact me within two weeks of when your grade is returned in order to request a grade adjustment; speaking with me does not guarantee adjustment. Course Assignment, Examination, and or Project Policies The course will consist of 11 learning modules with associated readings, lecture, quizzes, and exercises. Modules form a significant portion of your grade in the class. You will also complete 4 Pinterest discussion boards, two digital media professional certifications, and a final project on emerging media in advertising. Modules will be available Mondays at 9 a.m. and should be completed by 11:59 p.m. Sundays. You’ll have about two weeks to complete a given module once it opens, but keep in mind that new modules will open weekly so there will be overlap. See the tentative schedule for specific dates. Pinterest Discussions (60 points/12%) – Four Pinterest-based discussion posts (15 points each) will be due throughout the semester (see schedule for due dates). Pinterest is a visual information display system that is especially useful for curating links and resources. As part of this assignment, you will share a digital resource related to the class topics to the MKT 4343 Pinterest page. You’ll also discuss it in more detail within the the WTClass discussion forum. By no later than Jan. 20, you will create and share with me the Pinterest user name you will use to participate in this assignment. I will add you as a collaborator to the class Pinterest board. You can create a new Pinterest account or use an existing one for this assignment. For each discussion, I will include a prompt to guide your search for a digital resource. These resources can be videos, infographics, news stories, how-tos, etc., anything related to the class topics and prompts. In addition to making a pin to the Pinterest board, in the WTClass forum, you will:

1. Describe the resource you pinned and how or why you think it is helpful/useful/interesting and discuss how the resource relates to the course. You should make connections between it and course readings and lecture material (minimum 150 words).

2. Pose 2-3 additional discussion questions for your classmates to respond to. These can be based on your pin, the topic your pin relates to, the readings, the lecture content, etc.

3. Make make thoughtful responses to at least three of your (different) classmates’ posts. These responses should answer one of their discussion questions, and need to consist of something more than “nice post” or “good question.”

These posts will be graded based on the presence and quality of your pin to the Pinterest board (5 points), the quality of your discussion of the pin and synthesis to the prompt/course material (5 points), the quality of your 2-3 discussion questions for your classmates in your original post (2 points), and the quality of your responses to at least three of your classmates’ posts (3 points). Module Exercises (110 cumulative points/22%) – This will consist of 11 exercises (10 points each), one per learning module. These exercises will build on the module topic, including readings, and will usually be brief reflections but may include other types of work, such a practicing a key concept from the module. These discussions are due by 11:59 p.m. on Sundays, but they may also be completed earlier than the due date.

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Quizzes (110 cumulative points/22%) – Each of the 11 learning modules will contain a 10-point learning quiz consisting of multiple choice, true-false, fill in the blank, or short answer responses. The quizzes will be delivered via WTClass and will cover the material from the module, including readings and lecture material. The quizzes are open book/open notes. You may retake the quiz until the due date; your last score is the one that will count toward your grade. You will have 15 minutes to complete each quiz attempt. Please let me know if you have testing accommodations. Two digital marketing certifications (120 cumulative points/20%) – You will take online training and testing to complete two online digital marketing-related certifications (60 points each). This assignment is designed to give you hands-on experience with practical digital marketing tools, and to allow you to specialize in an aspect(s) of digital marketing of your choice. From the list that will be provided in WTClass, you will choose two certifications that suit your own needs and interests. You will turn in proof of certificate completion and a minimum 300-word essay reflecting on your experience completing the certification. The first certification is due by 11:59 p.m. March 3, and the second certification assignment is due by 11:59 p.m. April 7. Each will be graded based on whether proof of completion is submitted (30 points) and the quality of your essay (30 points). These certifications can take time to complete, so you will want to plan ahead to work on them a little at a time. Final project (120 points/24%) – This project will allow you to further tailor the course to your interests in emerging media in advertising. You may choose one of the following two paper types:

1. A case study of an real-world example of digital marketing tactics or strategies in use. This could be something you identify as an effective use or a poor use of the tactic or strategy. In your paper, you should discuss the background of the company involved, the context for the tactic or strategy being assessed, an assessment of its effectiveness or lack of, and discuss lessons for that marketers seeking to use emerging media/digital marketing can learn from this example.

2. A marketing plan for a real-world client of your choosing that incorporates emerging media/digital marketing in a paid, owned, earned media mix. This plan should include an industry background; a company snapshot and SWOT analysis; description of a target audience, including audience persona; goals and objectives for the marketing plan; a proposal of a marketing campaign based on leveraging a mix of paid/owned/earned emerging media advertising/digital marketing strategies, including specific details about the strategies suggested; measurement and/or evaluation metrics; and a conclusion.

A detailed breakdown of the required elements for the body of each of these paper types will be available in WTClass. The same basic grading rubric will be used for both paper types. It will be due by 11:59 p.m. May 6.

Late and Missed Work Policy:

Assignments are due at the time and date indicated on the syllabus and/or assignment instructions. I do my best to also put due dates on assignments in WTClass. It is the student’s responsibility to inform me of any delays in your ability to meet a deadline. Please contact me before the missed class or deadline – or as soon as possible afterward in the case of an emergency – to make other arrangements.

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All late assignments that are not granted prior permission by the instructor for being late will be docked one full letter grade per day (24 hours) it is late. The clock on late work starts running one minute past the due time and includes weekends. A 0 may be entered in the WTClass gradebook for assignments not submitted by the deadline; late assignments may be regraded later, reflecting the point deduction policy for late work. If you are going to miss class or are struggling with an assignment, talk to me about your options before the missed class or due date. Some absences may be excused according to West Texas A&M University policy, but still must be cleared in advance. It is your responsibility to remind me of such absences. Course Topics - Tentative Calendar of Readings, Topics, and Due Dates

Module Week of Topic Readings Due

1 Monday 1/14 Introduction/Changing Models of Influence in a Fragmented Media Environment

Berger Intro & Kotler Ch. 1

11:59 p.m. 1/27

2 Monday 1/21 Know Your Audience: Segmentation, Targeting & Positioning

Berger Ch. 1 & Kotler Ch. 2 & 3

11:59 p.m. 2/3

3 Monday 1/28 Creating Content that Sticks & Spreads – Ad Appeals & Going Viral/1st Pinterest Discussion

Berger Ch. 2 & 3 11:59 p.m. 2/10

4 Monday 2/4 Leveraging Owned Media – Content Marketing

Kotler Ch. 8 & 9 11:59 p.m. 2/17

5 Monday 2/11 Paid Media – Native & Search Advertising

Berger Ch. 4 & Kotler Ch. 5

11:59 p.m. 2/24

Monday 2/18 Practical Tools for Digital Marketing: Wrap-Up 1st Digital Certification

11:59 p.m. 3/3

6 Monday 2/25 Paid Media – Programmatic Advertising & Media Buying/2nd Pinterest Discussion

Berger Ch. 5 & Charski PDF on WTClass

11:59 p.m. 3/10

7 Monday 3/4 Earned Media: Building Community, Connection & Brand Relationships

Berger Ch. 6 & Kotler Ch. 7

11:59 p.m. 3/24

Monday 3/11 SPRING BREAK – March 11-15

8 Monday 3/18 Collaborating with Influencers and Leveraging Social Media Tools

“State of the Brand Deal” & Abidin PDFs on WTClass

11:59 p.m. 3/31

Monday 3/25 Practical Tools for Digital Marketing: Wrap Up 2nd Digital Certification/3rd Pinterest Discussion

11:59 p.m. 4/7

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Module Week of Topic Readings Due

9 Monday 4/1 Integrating Paid, Owned, Earned & Spotting Emerging Media Trends

Kotler Ch. 10 & 11 11:59 p.m. 4/14

10 Monday 4/8 Measurement & Analytics of Emerging Media Advertising

Kotler Ch. 6, Bal PDF on WTClass

11:59 p.m. 4/21

11 Monday 4/15 Ethical Considerations of “Black Ops” Advertising

Robinson PDF, others on WTClass

11:59 p.m. 4/28

Monday 4/29 Wrap Up Final Paper/ 4th Pinterest Discussion

11:59 p.m. 5/1

Monday 5/6 Final Paper Due 11:59 p.m. 5/6

Other important academic dates: Jan. 17 – Last day to add or register; Jan. 30 – Last day to drop (not withdraw) for refund; Feb. 12 – No refunds; March 29 – last day to withdraw (grade of X); May 13 – final grades due

Additional Course Policies Communicating with Others in the Class:

Students in the College of Business should be the very best at conducting themselves in an executive manner. Appropriate digital communication protocol will be enforced. Consider your classmates as colleagues. Disagreement is acceptable, but disrespect (name calling, personal attack, etc.) is not.

Communicating with Dr. Huntington: Be sure to turn on notifications for messages in WTClass, and to check your Buff email account regularly. I often send important class messages via the announcement feature in WTClass. My door is open during the posted office hours -- please come by with questions or just to chat! You may also use the Course Messaging feature in WTClass or the email address at the top of this syllabus to contact me. I am happy to schedule phone conversations for those of you who do not live locally to the university. You may also call me during office hours, or leave a message, using the phone number at the top of this syllabus. If you have a question about a course policy or an assignment, be sure to first read the syllabus and the assignment instructions, as the answer may be there. I will do my best to respond within 24 hours to messages received on weekdays. If you do not get a response to your message after 24 hours on a weekday, please send me a polite reminder. It will take me longer to respond to messages received on weekends or in the evening hours, so plan ahead when working on assignments.

Extra credit: Various extra credit opportunities may be offered throughout the semester at my discretion. Each extra credit assignment is due by the date listed. Any extra credit opportunities will be equally available to all students.

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WTAMU Paul and Virginia Engler COB Student Code of Ethics Each student enrolled in COB courses accepts personal responsibility to uphold and defend academic integrity

and to promote an atmosphere in which all individuals may flourish. The COB Student Code of Ethics strives to set a standard of honest behavior that reflects well on students, the COB and West Texas A&M University. All students enrolled in business courses are expected to follow the explicit behaviors detailed in the Student Code of Ethics.

Code of Ethics

Do not use notes, texts, solution manuals, or other aids for a quiz or exam without instructor authorization.

Do not copy the work of others and/or allow others to view your answers or copy your work during a quiz, exam, or on homework assignments.

Do not allow other parties to assist in the completion of your quiz, exam, homework, paper, or project when not permitted.

Do not work with other students on projects or assignments without authorization from the course instructor.

Properly cite and specifically credit the source of text, graphic, and web materials in papers, projects, or other assignments.

Do not forge the signature of an instructor, advisor, dean, or another student.

Provide truthful information for class absences when asking faculty for excused absences or for a make-up for a quiz, exam, or homework.

Provide truthful information on your resume including work history, academic performance, leadership activities, and membership in student organizations.

Respect the property, personal rights, and learning environment of all members of the academic community.

Live up to the highest ethical standards in all academic and professional endeavors.

Students violating the Student Code of Ethics will be reported to the Dean’s office and are subject to penalties described in the West Texas A&M University Code of Student Life, which may include suspension from the University. In addition, a violator of the Student Code of Ethics may become ineligible for participation in student organizations sponsored by the COB and for recognition for College academic honors, awards, and scholarships. COB Student Resources Link The COB has developed a Student Resources repository (e.g., APA writing style information, business core reviews, facilities, and other helpful supplements), which can be found on the COB Website. Additionally, WTAMU has developed an Academic Study Skills information site to assist students (e.g., study habits, supplemental instruction, tutoring, writing and math skills), which can be found on the WTAMU Website. For WTAMU Writing Center information (for students needing writing assistance, guidance, and feedback), please visit their website.

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COB Communications Component Students earning a BBA degree must complete at least one course with a communications component as part of the business core requirements. The COB communications component is a requirement in the following courses: ACCT 4373 (Accounting Communications), BUSI 1304 (Business Communication), BUSI 3320 (Digital Collaboration and Communication), BUSI 4333 (Cross-Cultural Issues in Business Communications), BUSI 4350 (Current Issues in Management Communications), BUSI 4375 (Healthcare Communication), BUSI 4380 (Conflict Resolution and Negotiation), BUSI 4382 (Emerging Media Law), CIDM 3320 (Digital Collaboration and Communication), ECON 4370 (Economics of Health Care), FIN 3350 (Personal Financial Planning), FIN 4320 (Investments), FIN 4321 (Portfolio Theory), MGT 3335 (Organizational Behavior), MGT 4380 (Conflict Resolution and Negotiation), or MKT 3342 (Consumer Behavior). Students in a communications component course are explicitly required to demonstrate knowledge of communication skills. Specific objectives may include but are not limited to the following concepts put forth by the National Business Education Association: (1) ability to organize a written and an oral message coherently and effectively, (2) ability to use technology for communication, (3) ability to research a topic, prepare a report, and present the findings to all organizational levels, and (4) ability to demonstrate critical-thinking skills. Specific course requirements and the role of the communications component with respect to student grading policy are at the discretion of the course instructor of record. Student Travel Opportunities In multiple business courses, there may be opportunities for student travel supplemented by student fees. If you have an interest in such opportunities as they become available, please notify a faculty member. Dropping/Repeating the Course Should a student decide to drop the course, it is the student’s responsibility to be aware of the final drop dates and adhere to the WTAMU Add/Drop policy. Any student participating in the course after the WTAMU posted drop date will be considered active and a grade will be administered at the end of the course for that student. Students are charged a fee for any course attempted for a third or subsequent time at WTAMU other than a non-degree credit developmental course or exempted courses. Scholastic Dishonesty It is the responsibility of students and instructors to help maintain scholastic integrity at the University by refusing to participate in or tolerate scholastic dishonesty. Commission of any of the following acts shall constitute scholastic dishonesty. This listing is not exclusive of any other acts that may reasonably be said to constitute scholastic dishonesty: acquiring or providing information for any assigned work or examination from any unauthorized source; informing any person or persons of the contents of any examination prior to the time the examination is given in subsequent sections of the course or as a makeup; plagiarism; submission of a paper or project that is substantially the same for two courses unless expressly authorized by the instructor to do so; submission of a paper or project prepared by another student as your own. You are responsible for being familiar with the University's Academic Integrity Code, as well as the COB Student Code of Ethics listed in this document.

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Academic Integrity All work must be completed individually unless otherwise stated. Commission of any of the following acts shall constitute scholastic dishonesty: acquiring or providing information for any assigned work or examination from any unauthorized source; informing any person or persons of the contents of any examination prior to the time the exam is given in any subsequent sections of the course or as a makeup; plagiarism; submission of a paper or project that is substantially the same for two courses unless expressly authorized by the instructor to do so. For more information, see the Code of Student Life.

Viewpoints/External Websites Disclaimer The views expressed in this document, web-based course materials, and/or classroom presentations and discussions are those of the professor and do not necessarily represent the views of West Texas A&M University, its faculty and staff, or its students. Views expressed by students are likewise those of the person making such statements. It is understood and expected that each individual within this course will respect and allow individual difference of opinion. Neither the professor, the COB, nor WTAMU are responsible for the content of external websites discussed in the classroom and/or linked to via online course materials, emails, message boards, or other means. Referred websites are for illustrative purposes only, and are neither warranted nor endorsed by the professor, COB, or WTAMU. Web pages change frequently, as does domain name ownership. While every effort is made to ensure proper referencing, it is possible that students may on occasion find materials to be objectionable for reasons beyond our control. Acceptable Student Behavior Classroom behavior should not interfere with the instructor’s ability to conduct the class or the ability of other students to learn from the instructional program (Code of Student Life). Unacceptable or disruptive behavior will not be tolerated. Students engaging in unacceptable behavior may be instructed to leave the classroom. Inappropriate behavior may result in disciplinary action or referral to the University’s Behavioral Intervention Team. This prohibition applies to all instructional forums, including electronic, classroom, labs, discussion groups, field trips, etc. Technology Requirements All technological requirements for the successful completion of this course are the responsibility of the student, including access to a working computer and or to a device with secure broadband Internet connection, data storage and retrieval, and state-of-the-art security. The student is responsible for all technological problems not related to WTAMU, including but not limited to equipment failures, power outages, and Internet breakdowns. Furthermore, students are responsible for all necessary technical and operational skills for completing this course, and for being familiar with WTClass (the Blackboard Learning System) both in a general sense and in a specific sense as pertaining to this course and any materials stored within. The professor is not responsible for any technical matters related to WTClass. Students must contact WTClass if they have problems accessing and/or using the WTClass environment.

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Physical or Educational Access - ADA Statement West Texas A&M University seeks to provide reasonable accommodations for all qualified persons with disabilities. This University will adhere to all applicable federal, state, and local laws, regulations, and guidelines with respect to providing reasonable accommodations as required to afford equal educational opportunity. It is the student's responsibility to register with Student Disability Services (SDS) and to contact faculty members in a timely fashion to arrange for suitable accommodations. Contact Information: Student Success Center, CC 106; phone 806-651-2335. Title IX Statement West Texas A&M University is committed to providing a learning, working, and living environment that promotes personal integrity, civility, and mutual respect in an environment free of sexual misconduct and discrimination. Title IX makes it clear that violence and harassment based on sex and gender are Civil Rights offenses subject to the same kinds of accountability and the same kinds of support applied to offenses against other protected categories such as race, national origin, etc. Harassment is not acceptable. If you or someone you know has been harassed or assaulted, you can find the appropriate resources

here:

WTAMU Title IX Coordinator Becky Lopez – Kilgore Research Center 147, or call 806.651.3199

WTAMU Counseling Services – Classroom Center 116, or call 806.651.2340

WTAMU Police Department – 806.651.2300, or dial 911

24-hour Crisis Hotline – 800.273.8255, or 806.359.6699, or 800.692.4039

Visit the Notalone website For more information, see the Code of Student Life.

WT Attendance Policy for Core Curriculum Classes For the purposes of learning assessment and strategic planning, all students enrolled in Core Curriculum or developmental courses at West Texas A&M University must swipe their Buff Gold cards through the card reader installed in the classroom/lab for each class/lab meeting. Evacuation Statement If you receive notice to evacuate the building, please evacuate promptly but in an orderly manner. Evacuation routes are posted in various locations indicating all exits, outside assemble area, location of fire extinguishers, fire alarm pull stations and emergency telephone numbers (651.5000 or 911). In the event an evacuation is necessary; evacuate immediately do not use elevators; take all personal belongings with you; report to outside assembly area and wait for further information; students needing assistance in the evacuation process should bring this to the attention of the instructor at the beginning of the semester. Copyright All original content in this document, all web-based course materials (be they text, audio, and/or video), and/or classroom presentations are subject to copyright provisions. No distribution without the express written consent of the author. Students are prohibited from selling (or being paid for taking) notes during this course to or by any person or commercial firm without the express written permission of the professor.

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* Syllabus template approved by COB Curriculum Committee May 2018. Annual review of the syllabus is a formal part of the COB continuous improvement process.