City University of Hong Kong Course Syllabus offered by Department of Information Systems with effect from Semester A in 2017 / 2018 Part I Course Overview Course Title: Multi-Channel Information Management Technologies Course Code: IS4130 Course Duration: One Semester (13 weeks) Credit Units: 3 Level: Proposed Area: (for GE courses only) Medium of Instruction: Medium of Assessment: Prerequisites: Precursors: Equivalent Courses: Exclusive Courses: B4 Arts and Humanities Study of Societies, Social and Business Organisations Science and Technology English English CB2500 Information Management Nil Nil Nil
Part II Course Details 1. Abstract This course aims to: Provide students with an understanding of the importance of customer-centric marketing and multichannel marketing; Develop students ability to understand the multichannel behaviour of consumers and the characteristics of different marketing channels; Familiarize students with the organizational and marketing issues and the implementation of multichannel marketing campaigns enabled by information technology; Make students competent in designing and evaluating marketing strategies that explicitly adopt information technology; Familiarize students with the legal and professional issues of using information technology for marketing. 2. Course Intended Learning Outcomes (CILOs) (CILOs state what the student is expected to be able to do at the end of the course according to a given standard of performance.) No. CILOs # Weighting* (if applicable) Discovery-enriched curriculum related learning outcomes (please tick where appropriate) A1 A2 A3 1. Explain the importance of multichannel communication for 20% today s customer centric marketing. 2. Apply to identify and analyze consumer 3. Understand the characteristics of different channels for 20% marketing 4. Design and evaluate campaigns across multiple information technology. 5. Demonstrate good skills in 15% proposing and presenting marketing campaigns supported by information systems. * If weighting is assigned to CILOs, they should add up to 100%. 100% # Please specify the alignment of CILOs to the Gateway Education Programme Intended Learning outcomes (PILOs) in Section A of Annex. 20% 25% A1: Attitude Develop an attitude of discovery/innovation/creativity, as demonstrated by students possessing a strong sense of curiosity, asking questions actively, challenging assumptions or engaging in inquiry together with teachers. A2: Ability Develop the ability/skill needed to discover/innovate/create, as demonstrated by students possessing critical thinking skills to assess ideas, acquiring research skills, synthesizing knowledge across disciplines or applying academic knowledge to self-life problems. A3: Accomplishments Demonstrate accomplishment of discovery/innovation/creativity through producing /constructing creative works/new artefacts, effective solutions to real-life problems or new processes.
3. Teaching and Learning Activities (TLAs) (TLAs designed to facilitate students achievement of the CILOs.) TLA Brief Description CILO No. Hours/week 1 2 3 4 5 (if applicable) TLA1: Lecture Concepts and knowledge of information systems and using multi-channel information systems for marketing are explained and defined in TLA1. Seminar: 3 Hours/Week TLA2: Tutorial Questions and Answers: Students respond to questions in lectures and the lecturer provides feedback based on students responses. Selected real cases about various aspects of the usage of multi-channel information systems for marketing are studied and discussed. Software Exercises: Students will be expected to work on exercises related to software taught in the course in addition to reading materials required for lectures. Case Discussion: Groups of students take turns to raise questions to the presentation group about various aspects of the presented case. Local and overseas cases will be used to illustrate specific issues and to develop analytical skills. Group Project Discussion: Discussion on various aspects of the group project which is related to an integrated multi-channel marketing campaign. 4. Assessment Tasks/Activities (ATs) (ATs are designed to assess how well the students achieve the CILOs.) Assessment Tasks/Activities CILO No. Weighting* Remarks # 1 2 3 4 5 Continuous Assessment: 60% AT1: Tutorial Participation 20% Participation of each student based on their contribution to tutorial discussions and evaluation of their competence level in dealing with real world case studies presented in the tutorials. AT2: Project 30% A group project will be allocated to let students practise designing multi-channel marketing campaign, and evaluate the effectiveness of such marketing campaigns supported by information management technologies. AT3: Mid-term Test 10% A written examination is developed to assess student s competence level of the taught subjects. Examination: 40% (duration: one 2-hour exam) AT4: Final Exam 40% A written examination is developed to assess student s competence level of the taught subjects. * The weightings should add up to 100%. 100% # Remark: Students must pass BOTH coursework and examination in order to get an overall pass in this course.
5. Assessment Rubrics (Grading of student achievements is based on student performance in assessment tasks/activities with the following rubrics.) Assessment Task AT1: Tutorial Participation AT2: Project Criterion Excellent (A+, A, A-) Good (B+, B, B-) Fair (C+, C, C-) Marginal (D) Failure (F)
AT3: Mid-term Test AT4: Final Exam
Part III Other Information 1. Keyword Syllabus (An indication of the key topics of the course.) Multi-channel marketing using information technologies; Remarketing and cross sale in multichannel; Multichannel marketing measurement; Marketing mix model; Channel cannibalization; Online branding and video marketing; Email marketing; search marketing; social media marketing; Customer RFM and latency; Channel management using information technologies. 2. Reading List 2.1 Compulsory Readings (Compulsory readings can include books, book chapters, or journal/magazine articles. collections of e-books, e-journals available from the CityU Library.) There are also 1. Mary Lou Roberts and Debra Zahay, Internet Marketing: Integrating Online and Offline Strategies, 3 rd Edition, Cengage Learning, 2012. 2.2 Additional Readings (Additional references for students to learn to expand their knowledge about the subject.) 1. Wsi, Digital Minds: 12 Things Every Business Needs to Know about Digital Marketing, FriesenPress, 2013. 2. Akin Arikan, Multichannel Marketing: Metrics and Methods for On and Offline Success, 1 st Edition, Sybex. 3. Jason I. Miletsky, Principles of Internet Marketing: New Tools and Methods for Web Developers, Cengage. (any latest edition available) 4. Evans Liana, Social Media Marketing: Strategies for engaging in Facebook, twitter & other social media, Que Publishing. (any latest edition available) 2.3 Online Resources Up-to-date references, articles, papers, etc. on the Internet will be used to enhance course teaching.