AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

Faculty of Business Administration

Department of Marketing
BBA Program

COURSE OUTLINE

Term : FALL 2016-2017

I. Course Code and Title : Mkt 4011 Social Media and Digital Marketing
II. Credit : 3 Credit hours
III. Course Faculty : Salman Muhit
Lecturer, Department of Marketing
Faculty of Business Administration

Section Day Time Room

A Sunday & Tuesday 12:30 pm to 02:00 pm 131
B Monday & Wednesday 12:30 pm to 02:00 pm 132

Vision
AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) envisions promoting professionals and
excellent leadership catering to the technological progress and development needs of the country.

Mission
AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) is committed to provide quality and
excellent computer-based academic programs responsive to the emerging challenges of the time. It
is dedicated to nurture and produce competent world class professional imbued with strong sense of
ethical values ready to face the competitive world of arts, business, science, social science and
technology.

Course Description
Marketing has pretty much been around forever in one form or another. Since the day when humans
first started trading whatever it was that they first traded, marketing was there. Marketing was the
stories they used to convince other humans to trade. The methods of marketing have changed and
improved, and weve become a lot more efficient at telling our stories and getting our marketing
messages out there. Digital Marketing is the product of the meeting between modern communication
technologies and the age-old marketing principles that humans have always applied.

Objectives
The objectives of this course are as follows:
To provide students with the basic idea of Digital Marketing.
To make the students familiar with the prominent Digital Marketing tools available.
To provide students with the concepts and practices of Social Media applications in modern
marketing operations.
Throughout the course the students will conduct reflection reports that will help them to relate
their academic knowledge with the real world outside.
Topics to be covered:

1
 Topics Specific Objective(s) Time Suggeste Teaching
Frame d Strategy(s)
Activities
To discuss the
essence/meaning of the
Lecture with White
Mission and Vision of mission and vision of the
Board and power
university.
AIUB and a brief point slide &
Lecture Class
teacher-student
overview of the Give an overview about the 1 Discussion
interaction &
course outline and discuss
Course discussion on
on the subject of the
specified topics.
classroom and grading
policies.
Understanding Digital
Marketing; Digital
audiences; Digital Marketing Lecture with White
Introduction to Board and power
Strategy; Content
Social Media point slide &
Marketing, Matching content Lectures Class
teacher-student
Marketing formats to objectives. 2, 3 & 4 Discussion
interaction &
Different Models applied in discussion on
Marketing focusing on specified topics.
Digital Marketing.

The importance of market Lecture with White

research; Key concepts in Board and power
market research: Research Class
point slide &
methodology, Qualitative Lectures Discussion,
Market Research teacher-student
and quantitative data, 5&6 Individual Task,
interaction &
Primary and secondary Case Study# 1
discussion on
research Sampling (how specified topics.
things get affected online)
A CRM model; Social CRM Lecture with White
Class
and online monitoring; Board and power
Customer Discussion.
Customer-centric vs. point slide &
Lecture Discussing real
Relationship customer-driven teacher-student
6, 7 & 8 life case on the
organizations; Advantages interaction &
Management (CRM) topic.
and challenges discussion on
Case Study# 3
specified topics.
Class Lecture with White
Understanding SEO; Search Discussion. Board and power
engine friendly website Discussing real point slide &
Search Engine Lectures
structure; SEO and key life case on the teacher-student
Optimization (SEO) 9 & 10
phrases; Link popularity; topic. interaction &
Advantages and challenges Case Study# 4 discussion on
Quiz # 2 specified topics.
Advertising in search; The Lecture with White
Class
elements of a search ad; Board and power
Discussion.
Targeting options; Bidding point slide &
Lectures Discussing real
Search Advertising and ranking for search ads; teacher-student
11 life case on the
Conversion and click interaction &
topic.
through rates; Advantages discussion on
Case Study# 5
and challenges specified topics.
Review of the Mid Lecture
Term Syllabus 12
Mid Term Exam Week 7

2
 Online advertising Lecture with White
objectives; The key Board and power
Online Advertising differentiator; Types of point slide &
Lectures Class
display adverts; Payment teacher-student
13 & 14 Discussion.
models for display interaction &
advertising; Advantages and discussion on
challenges specified topics.
Topics Specific Objective(s) Time Suggested Teaching
Frame Activities Strategy(s)
Lecture with White
Class
The Affiliate Marketing Board and power
Discussion.
process; Action and reward; point slide &
Affiliate Marketing Lectures Discussing real
Tracking; Advantages and teacher-student
15 &16 life case on the
challenges interaction &
topic.
discussion on
Case Study# 6
specified topics.
Class Lecture with White
Video content versus video Discussion. Board and power
ads; Video production step Discussing real point slide &
Video Marketing Lectures
by step; Video promotion; life case on the teacher-student
17 & 18
Advantages and challenges topic. interaction &
Case Study# 7 discussion on
Quiz# 1 specified topics.
Class Lecture with White
Social networking; Discussion. Board and power
Social Media
Facebook; Blogging; Discussing real point slide &
Channels Lectures
Location and social media; life case on the teacher-student
19 & 20
Tracking social media topic. interaction &
campaigns; Advantages and Case Study# 8 discussion on
challenges; specified topics.
Email Marketing Class Lecture with White
Email strategy and planning; Discussion. Board and power
Email for mobile phones; Discussing real point slide &
Lectures
Step-by-step process; life case on the teacher-student
21 & 22
Advantages and challenges topic. interaction &
Case Study# 9 discussion on
Quiz# 2 specified topics.
Mobile Marketing Class Lecture with White
Six unique features of Discussion. Board and power
mobile; SMS and marketing; Discussing real point slide &
Lectures
Mobile commerce; Bkash; life case on the teacher-student
23
Advantages and challenges topic. interaction &
Case Study# discussion on
10 specified topics.
Final Term Paper Lectures
Presentation 24
Final Term Week
14

Course Requirements
Students must study the materials (i.e. class notes, cases, relevant chapter etc) before coming to the
class. Just being present in the class is not enough- students must participate in classroom
discussions & properly submit the assignments. Quizzes may be unannounced, so students should
read through the class notes everyday.

For the term paper, students have to form groups of four (4) students. Each group should submit the
term paper on a specific topic from the chapters covered in the course. Allocation of topics among
groups will be made on the basis of the preference of the group & these topics should be duly

3
communicated to the course instructor. Try to be present in all classes because class participation is
the best way to excel in this course.

Evaluation

MID TERM FINAL TERM

Marks
Category Category Marks (%)
(%)
Attendance 10% Attendance 10%
Case Analysis & Class Work 20% Case Analysis & Class Work 10%
Quizzes (Best 1 out of 2) 20% Quizzes (Best 1 out of 2) 10%
Group Report Submission &
Term Exam 50% 20%
Power-point Presentation
Term Exam 50%

Total 100% Total 100%

Final Grade = 40% of Mid Term Total + 60% of Final Term Total

Textbook/ Reference Materials

Text Book

1. Stokes, Rob, (2013), eMarketing. The essential guide to marketing in a digital world, 5 th Edition,
Quirk Education Pty (Ltd).

Reference Book

1. Strauss, J., El-Ansary, A. and Frost, R., (2006), E-Marketing, 4 th Edition, Pearson Education,
Inc.,U.S.A.
2. Evans, D. and McKee, J., (2010), Social Media Marketing The Next Generation of Business
Engagement, Wiley Publishing Inc., U.S.A.

Room Number: Building # 1, Level # 3, Faculty Room

Tel: +88-02-55034233,+88-02-55034180 Ext: 532
Email: stanley@aiub.edu

Consulting Hours:
Sunday 11:00 am to 12:30 pm and 02:00 pm to 02:30 pm
Tuesday 11:00 am to 12:30 pm and 02:00 pm to 05:00 pm
Monday/ Wednesday 11:00 am to 12:30 pm and 03:30 pm to 05:00 pm
Thursday 09:30 am to 05:00 pm

4
NOTE: Faculty reserves the right to amend this outline, as situation requires.
Stanley Rodrick
Faculty of Business Administration