Spring '24 MKTG-389 ONLINE MARKETING ANALYTICS All Things Digital Marketing | Dr. Laurel Cook

course materials

textbook

Zahay, Debra & Roberts, Mary Lou, Internet Marketing: Integrating Online and Offline Strategies (4th Edition), Cengage.

• eText = ISBN: 9780357691137 (Cengage link)
• We will not be using MindTap Marketing. You'll only need the textbook for this class- please do not pay for MindTap access.

intercollegiate collaboration

You will discuss current marketing topics with peers, marketing practitioners, and faculty to reinforce concepts, improve learning perceptions, and increase professional communication skills and networking opportunities.

#ICMKTG history and outcomes have been recently published in the Journal of Marketing Education. The article link is available here.

Google ads

You will participate in the required Google Ads Certification categories by studying and passing the necessary exam to become an Ads Certified individual in the Google Partners platform.

Slack

Slack is a business communications tool you may voluntarily use during this semester. The reason I prefer Slack (vs. email/Blackboard) is because it's widely available for web/iOS/Android, has contemporary app features, and is used by a growing number of businesses. As a collaboration tool, it puts everyone in the course on a level playing field to share media, ask questions, and discuss marketing-related topics. This semester, our course-specific channel ID this semester is: C06CPS3U073.

ecampus

eCampus (i.e., Blackboard; Bb) will be used to host course content, assignments, and the gradebook. There are two ways to access Bb: (1) log into WVU Portal at portal.wvu.edu and select eCampus, or (2) log in directly at ecampus.wvu.edu. If you have problems logging in, please call the IT Service Desk at 304-293-4444 or 877-327-9260.

course policies

academic honesty

Academic integrity is the foundation of the academic community and is essential to the mission of this institution. All students are expected to maintain the highest standards of academic honesty and integrity. Any act of academic dishonesty, including plagiarism, cheating, fabrication, and misrepresentation of work, will not be tolerated. Each student is expected to exhibit academic integrity for all West Virginia University classes, as stated on the WVU Provost website. Academic dishonesty involves acts that may subvert or compromise the integrity of the educational honor code pledge, which was signed by each student upon entering the program to indicate their agreement with this policy. Any work submitted by a student in this course for academic credit MUST be the student's own original work (this includes image submissions of your online certifications). ALL violations will be reported to the Office of Academic Integrity and Student Conduct (OAISC). I may also utilize originality software (e.g., Turn It In) and ChatGPT detection tools (e.g., statistically watermarked ChatGPT output analyses) to monitor all students’ papers, presentations, and course-related content.

Unless notified otherwise, content-generating Ai is not to be used in this course as a replacement for your original content (e.g., in response to academic assignments). I will clearly state when and how it is permissible for you to use these tools. When allowed, you must clearly identify writing, text, or media generated by Ai and show how such tools were used in the process of creating a final product. Any attempt to treat Ai output as your own work or failing to identify Ai-generated output will be treated as academic dishonesty. Students should think critically about the appropriate use of Ai to achieve learning goals.

Ai USAGE

I strongly encourage the following uses of Ai-powered tools (e.g., ChatGPT, Google Gemini) to help you in this course. Keep in mind that there are appropriate and inappropriate cases for when generative-Ai can, or cannot, be used throughout the semester.

Appropriate Uses:

• Media: There will be opportunities for you to create visual content (e.g., images) for assignments in this class. Tech-enabled visual content is especially helpful when you can't find freely available (i.e., under the Creative Commons license) images and you'd rather not pay for stock photography.
• Info Aggregator: Improve your internet searches by asking to find and summarize info on a particular topic.
• Coach/ Tutor: as the Ai bot to explain a concept, give examples, test your knowledge, and/or test your skills in any subject. Here is an example prompt: "Teach me how to [insert subject here] through a constructivist dialogue, where you ask leading questions and respond- depending on my answers. Present your questions one by one."
• Counselor: Consider asking an Ai bot for generalized advice. For specific help (e.g., mental health), please seek services from a professional healthcare provider.
• Brainstorming: Run your ideas by an Ai bot. Ask it for evidence, objections, and/or additional points.
• Copyediting: Have your written content proofread for grammar, spelling, clarity, and other communication-related mechanics.

Inappropriate Uses:

• Content replacement or unauthorized augmentation: there are materials in the course that will need to be (A) novel, (B) original, and (C) 100% your intellectual property (i.e., your own work). For example, new content is required for the Adobe Express site you will create this semester. Using tech-enabled content for this, and similar, assignments is strictly prohibited (i.e., for written content, not media).
• Meaningless input: Using 'lazy' prompts and presenting the output as your own work is likely to yield poor results. Additionally, such actions are unethical and violate student conduct requirements.
• No validation: content produced with Ai is your responsibility. You need to triple-validate every fact and edit all outputs. Please be advised- all Ai large language models' output includes an estimated 3-8% "hallucinations" (fabricated information that may look plausible). Ai bots also consistently demonstrate biases prevalent in society. [Modified from the National Institute on Artificial Intelligence in Society; CSU- Sacramento "Sample Syllabus Statement on the Use of Ai"]

assignments

Assignments will be posted on Blackboard in advance of due dates. Generally, everything is due on a Sunday by midnight (11:59pm). All assignments must be submitted on time. If you are unable to submit on time, you must contact me to receive permission to submit late. Assignments submitted late without my permission will not be accepted. On rare occasions, Blackboard may be unavailable due to internet conditions or a mechanical failure impacting the University’s information technology system. Should this occur, please make me aware of the problem and I will take steps to allow late submittal for all students affected.

basic needs

If you are struggling with basic needs such as access to food or safe and stable housing and believe that it may impact your performance in this course, I strongly encourage you to reach out for support. The Dean of Students office can provide resources and assistance to help you succeed in your studies. Additionally, please do not hesitate to inform me if you are comfortable doing so. I am here to support you and may be able to offer additional resources or assistance. It is important to remember that there is no shame in asking for help when you need it, and I encourage you to take advantage of our support.

covid-19

WVU is committed to maintaining a safe learning environment for all students, faculty, and staff. Should campus operations change because of health concerns related to the COVID-19 pandemic, it is possible that course-specific procedures and expectations may evolve. If that occurs, you will be advised of technical and/or equipment requirements, including remote proctoring software. If you become sick or are required to quarantine during the semester, please notify me as soon as you are able. We will work together to develop a plan to receive the necessary course content, activities, and assessments to complete the course learning outcomes.

exams

There will be two (2) examinations given via Bb. Exams may be in a combined multiple-choice and open-response format. Students are expected to take the exams at the scheduled time. There will also be a comprehensive final which is optional. The final can be taken to replace the lowest letter grade earned on a prior exam. Students that miss an examination during the course of the semester will be required to take the comprehensive final to make up for their missed exam. Students will have one week after exam scores are posted to dispute answers on the exam. After that, the grades become final. A dispute must be accompanied by written documentation from the textbook and/or your notes.

extra credit

Extra credit opportunities may be offered at the discretion of the instructor in this course. Receiving extra credit is a privilege, not a right, and is subject to the instructor's discretion. If you are missing extra credit points, you have one week after the assignment has been graded to request reevaluation of your extra credit grade. Please note that unprofessional behavior, including requests for grade leniency, may result in a loss of all extra credit and a prohibition from earning extra credit for the remainder of the semester.

Extra credit opportunities provide students with the chance to go above and beyond the requirements of the course and demonstrate their knowledge and understanding of the material. These opportunities can also help to improve a student's overall grade in the course. I encourage students to take advantage of extra credit opportunities when they are offered, as they can be a valuable way to enhance their learning experience and show dedication to the subject.

final course grade

Your grade is only a narrow measure of your performance in this class. I am not qualified to evaluate the quality of human being you are, what kind of student you are generally, how much time you spent studying for this course….etc. I can only measure how you have performed using the assessment instruments designed for this class (tests, quizzes, assignments…etc.). Your grade reflects what you have earned on these measures and these measures alone. Please keep in mind, though, that final grades are rounded for your benefit. For example, a final grade of 89.5 will result in a final grade of an A.

inclusivity

The West Virginia University community is committed to creating and fostering a positive learning and working environment based on open communication, mutual respect, and inclusion. If you are a person with a disability and anticipate needing any type of accommodation in order to participate in your classes, please let me know and make appropriate arrangements with the Office of Accessibility Services. More information is available Diversity.wvu.edu.

intellectual property

My syllabus, lectures, how-to guides, and all course materials are protected by state common law and federal copyright law. They are my own original expression and I may record my lectures at the same time that I deliver them in order to secure protection. Whereas you are authorized to take notes in class thereby creating a derivative work from my lecture, the authorization extends only to making one set of notes for your own personal use and no other use. You are not authorized to record my lectures, to provide your notes to anyone else or to make any commercial use of them without express prior permission from me. All course materials, including lectures, class notes, quizzes, exams, handouts, presentations, and other course materials provided to you for this courses are protected intellectual property. As such, the unauthorized purchase or sale of these materials may result in disciplinary sanctions under the Student Conduct Code.

pet policy

If a pet enters the camera frame during office hours (i.e., on Zoom), we will pause our discussion for an introduction to that pet and admiration by all. Dogs, cats, rabbits, hamsters, birds, iguanas, etc. are all welcome.

wellness & health

I value your health and well-being. In order to succeed in my class (college, career, life...), you need to work hard and balance the work with rest, exercise, and attention to your health (physical and mental). I plan to challenge you. There will be rigorous reading, weekly assignments, and concepts that will change your thinking and perspectives. Ultimately, I hope you will feel proud of your growth and learning by the end of this course. Plus, it certainly helps to end the semester heavily certified and with valuable marketing job experience to add to your resume! However, your work in my class cannot be at the expense of your well-being. Please view your well-being as an act of strength, perseverance, and the secret to your success. Ask for help if you need it and visit the "Resources" link on Bb for a wealth of local/online help. [Modified from Dr. Van Cleve's (Brown University Dept. of Sociology) syllabus.]

Additionally, WVU offers services to assist you with addressing these and other concerns that you may be experiencing. You can learn more about the broad range of confidential mental health services available on campus at the Carruth Center for Psychological and Psychiatric Services (CCPPS) website: Carruth.wvu.edu. If you are in need of crisis services, please call the CCPPS any time (24/7) at the following number: (304) 293-4431.