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 21^st 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