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Graduate Course Proposal Form Submission Detail - MAR6735

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Current Status: -
Campus: Tampa
Submission Type: New
Course Change Information (for course changes only):

  1. Department and Contact Information

    Tracking Number Date & Time Submitted
    5357 2016-01-06
    Department College Budget Account Number
    Marketing BA 140600
    Contact Person Phone Email
    Anand Kumar 9746205

  2. Course Information

    Prefix Number Full Title
    MAR 6735 Digital Marketing

    Is the course title variable? N
    Is a permit required for registration? N
    Are the credit hours variable? N
    Is this course repeatable? Y
    If repeatable, how many times? 2

    Credit Hours Section Type Grading Option
    3 D - Discussion (Primarily) -
    Abbreviated Title (30 characters maximum)
    Digital Marketing
    Course Online? Percentage Online
    C - Face-to-face (0% online) 0


    MAR 6815


    Course Description

    This course focuses on applied digital marketing concepts and strategies taught primarily by a team of corporate practitioners, who will familiarize students with a broad framework of digital marketing including innovation & analytics.

  3. Justification

    A. Please briefly explain why it is necessary and/or desirable to add this course.

    Replacing Selected Topics with Permanent number; already listed in program

    B. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service?

    30 students per semester.

    C. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times?

    Yes, 3 or more times

    D. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.)

    Ph.D. in Business with a specialization in Marketing.

    MS/MBA in Marketing with at least 18 graduate hours in Marketing and appropriate work experience.

  4. Other Course Information

    A. Objectives

    The objectives for this course are:

    (1) to familiarize students with digital marketing concepts and its role in business,

    (2) to introduce students to the processes for researching and analyzing information to make decisions about digital advertising, mobile marketing,

    viral marketing, social media, search engine, web design, and marketing communication, and

    (3) to give students the opportunity to apply digital marketing concepts acquired.

    B. Learning Outcomes

    Students will be able to ascertain audience insights, develop positioning concepts and strategies, prepare digital marketing plans, and evaluate the results of digital marketing campaigns.

    C. Major Topics

    Website design and best practices.

    Analytics and mobile for the web.

    Search engine optimization and organic search.

    Social media and email marketing.

    Content, blogs, and syndication.

    Paid search and display networks.

    D. Textbooks

    Course packet of readings and business cases.

    E. Course Readings, Online Resources, and Other Purchases

    Additional readings as posted on Canvas and assigned by the faculty member.

    F. Student Expectations/Requirements and Grading Policy

    Grades will be weighted in the following fashion:

    Exam 1 20%

    Exam 2 20%

    Class Participation 10%

    Case-Analysis Write-up 10%

    Project Written Report 25%

    Project Presentation 15%

    TOTAL 100%

    Grades will be assigned as follows:

    Percentage Range Grade

    97.0% - 100.0% A+

    93.0% - 96.99% A

    89.0% - 92.99% A-

    85.0% - 88.99% B+

    81.0% - 84.99% B

    78.0% - 80.99% B-

    75.0% - 77.99% C+

    72.0% - 74.99% C

    68.0% - 71.99% C-

    65.0% - 67.99% D+

    63.0% - 64.99% D

    60.0% - 62.99% D

    Below 60.0% F

    G. Assignments, Exams and Tests

    Exams, case analysis, and team projects.

    H. Attendance Policy

    Course Attendance at First Class Meeting Policy for Graduate Students: For structured courses, 6000 and above, the College/Campus Dean will set the first-day class attendance requirement. Check with the College for specific information. This policy is not applicable to courses in the following categories: Educational Outreach, Open University (TV), FEEDS Program, Community Experiential Learning (CEL), Cooperative Education Training, and courses that do not have regularly scheduled meeting days/times (such as, directed reading/research or study, individual research, thesis, dissertation, internship, practica, etc.). Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation Registration - 4.0101,

    Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (

    In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. Its the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.

    I. Policy on Make-up Work

    Dependent upon faculty member.

    J. Program This Course Supports

    MS in Marketing

  5. Course Concurrence Information

    MBA program.

- if you have questions about any of these fields, please contact or