ELPA 109 Foundation of Digital Marketing

ELPA 109 - Leopoldo 08A

University of the Potomac Hybrid Syllabus Course Number: ELPA 109 Course Title: Foundation of Digital Marketing Credits: 64 Clock Hours Instructor Name: Professor Geraldine Leopoldo, M.A. Instructor Email Address: geraldine.leopoldo@potomac.edu Instructor Phone Number: (312) 956-9489 voice/text Mondays & Thursdays 8 am or by appointment Office Hours: Campus: Chicago Loop - ONLINE Term / Dates: Term 08A: 6/29/20 - 8/23/20 (no class - 7/4) Class Day / Time: Saturdays, 8:40 am - 5:20 pm Course Description:​ The objective of this course is to teach the signicance of communicating with a social media audience and consequently the divergences between writing and editing for the social media on the Web and other media. Students are taught reading comprehension for writing and editing for the Web and how to ‘chunk’ large amounts of information to increase readability. They will learn how to effectively use the Web for research and the importance of sources other than the Web. Ethics of using social media in the business environment is also covered. The highlight of this course is to develop, research, and write an article for publication on the Web where they will apply principles of preparation of documents using desktop publishing technology, document layout, and usability testing. Students develop a concept and goals for a website, write a mission statement, conduct a content audit, chunk information by page and paragraph, highlight key words and phrases, hyperlink text, and add additional content elements while creating and maintaining content consistency. ​Prerequisite:​ ELPA 102 and ELPA 10 Course Outcomes: By the end of the workshop students will be able to: ● Demonstrate understanding of the principles of writing for social media ● Write and edit effectively for social media purposes ● Research, write, and edit an article for publication on the Internet Methods of Instruction: A variety of instructional techniques will be used in this course including lectures, discussions, and activities. The instructor will lead discussions of course theory and may include other assigned readings, case studies, team exercises, and group or individual projects.

Textbook: The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue Paperback By Shama Hyder​. 4th Edition. BenBella Books. ISBN: 978-1942952060 1

ELPA 109 - Leopoldo 08A

The above textbook is an essential part of the course and must be brought to each class. Students who do not have the book after the 2​nd​ class session will not be allowed to attend class.

Academic Policies and Procedures: All academic and non-academic policies and procedures are available in the ​University of the Potomac course catalog​. For information on attendance, academic integrity, plagiarism, copyright infringement, or any other academic and non-academic policies or procedures, please refer to the University catalog.

Online Attendance Requirement Students are expected to arrive at each class session on time and to stay for the entire duration of class. Students who miss more than 30 minutes of class due to coming in late, leaving early, or taking unscheduled breaks will be marked absent.

Full-time program of study in the ESL program consists of 18 hours per week: 8 hours of Lecture (Listening & Speaking, Reading or Writing), 6 hours of Grammar, and 4 hours of Professional Tracks Workshops (Academic English, Business, Computer Technology, Hospitality & Tourism, and Healthcare & Medicine). International Students are required to attend 18 hours each week in order to maintain their status.

Students must maintain a minimum of 80% attendance in order to satisfy Satisfactory Academic Progress requirements​.​ Students who do not meet a minimum of 80% attendance requirement will receive an F grade for the course.

Students are required to attend an 1.5 hour lecture class on Google Meet and there are also two attendance windows each week of a session to perform on MOODLE. ● ●

First – midnight Sunday through midnight Wednesday, and Second – midnight Wednesday through midnight Sunday

Participation in any one of the course activities during each attendance window will be considered as attendance.

Please contact your faculty directly for specifics on participation expectations. For additional information on ​Attendance ​please see The University’s Academic Catalog.

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ELPA 109 - Leopoldo 08A

Final Grading Elements: Participation, Discussions, Assessments, Quizzes & Assignments Module 1 Module 2 Module 3 Module 4 - Midterm Module 5 Module 6 Module 7 Module 8 - Final Exam Total

Total Points 100 100 100 200 100 100 100 200 1,000

% Points 10% 10% 10% 20% 10% 10% 10% 20% 100%

Grading Scale: Letter

Quality

Percentage

A

4.00

90% - 100%

B

3.00

80 % - 89%

C

2.00

70% - 79%

D

1.00

60% - 69%

F

0.00

0% - 59%

The passing grade for this course is D or better.

Assignments and assessments include written or verbal assessments, participation in class discussions, quizzes, projects, or journal entries. Overall course participation percentage will be calculated, for attendance, group projects, and class participation.Grades and attendance records are available for students to view under “Academic History” on the Student Portal.

Makeup Assignments Students may be allowed to make up missed assignments at instructor’s discretion with exception of midterm and final exams. Students who miss a midterm or a final exam due to a medical emergency must submit a doctor’s note for approval by the Academic Dean. If approved, the instructor will submit a request for testing to the Academic Affairs staff who will schedule and proctor the exam.

Student’s must email or verbally request make-up assignments from the instructor.

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ELPA 109 - Leopoldo 08A

TURNING IN ASSIGNMENTS AND E-MAIL PROCEDURES Sending Assignments All homework assignments must be submitted through the Moodle Room.

Students will lose 10% per day for late assignments up to 3 days. After 3 days, assignments will not be accepted and a zero will be recorded. Exceptions can be arranged if the instructor is contacted ahead of time. Exceptions will also be made for documented emergencies.

General Email When sending emails please identify yourself fully by your name and class, not simply by an email address. In all emails sent to your instructor and/or other members of the class it is expected that students follow rules of common courtesy in all email messages. If any email is deemed inappropriate or offensive, they will be forwarded to an online administrator and appropriate action will be taken, not excluding expulsion from the course. Your University of the Potomac email is the preferred email for communication, let your instructor know and/or contact IT support at helpdesk@potomac.edu​ if you are having trouble accessing your student account and messages.

Composing Email It is suggested that students compose emails on their computer using a word processor program like Microsoft Word first or Google Docs, then copy and paste them into an email messaging system on the Learning Management System. This way, students can retain a copy of all email communications and avoid unexpected email wipeouts.

Responding to Email Most instructors will check their email Monday through Sunday. Online instructors are expected to respond to student questions within 24 hours. In the event of extenuating circumstances, the school will make every attempt to be sure the student has a response within a reasonable timeframe.

Safeguards It is recommended that you backup your work and even make a hard copy for your personal record.

INSTITUTIONAL INFORMATION Academic Integrity and Ethics The goal of the Academic Integrity Policy is to define what constitutes appropriate research and reporting methodologies in the academic community and to provide assurance that each student is able to work in an atmosphere free of intellectual dishonesty. Breaches of the Academic Integrity Policy are considered serious violations of trust and may result in censure, failure, or dismissal from the University.

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ELPA 109 - Leopoldo 08A

Academic Integrity and Ethics (continued) Academic dishonesty may take many forms, and each is considered an equally serious offense. For example: Plagiarism includes the intentional use or representation of the thoughts, ideas, of words of another as one’s own work in any assignment including the paraphrasing of information, the duplication of an author’s words or ideas without identifying the source and the failure to properly cite quoted material.

Cheating includes the intentional giving or receiving (or attempts thereof) of any assistance not authorized in advance by the instructor, including the use of notes, copying or prior knowledge of examination materials.

Plagiarism Detection Software To help provide an environment conducive to academic integrity, Potomac uses plagiarism detection software. Your instructor may use this software to make sure that no portion of an essay, research paper, or any writing assignment has been plagiarized from another source.

Any student caught cheating or plagiarizing will receive a failing grade for the assignment and possibly for the course.

For additional information on ​Academic Integrity and Ethics a​ t Potomac, please see the current Academic Catalog.

Learning Resource Center Students may access the Potomac College Learning Resource Center via the internet. The Learning Resource Center will provide you access to all of the electronic resources available through University of the Potomac.

Library Services Contact the Library: By phone - 202-274-2331 or 1-888-686-0876 ext 2331 By email – ​library@potomac.edu There are links for ALL of our electronic resources in the Moodle Room via the student resources link.

Writing Style Potomac students are required to use the writing format of the ​American Psychological Association Sixth Edition (APA)​ in all formal writing assignments.

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ELPA 109 - Leopoldo 08A

Tutoring SMARTHINKING is a tutoring service that offers academic support. This service will connect you to a tutor anytime, from any internet connection. For Smarthinking.com access, please contact the librarian for registration information.

Contact the library: By phone - 202-274-2331 or 1-888-686-0876 ext 2331 By email – ​library@potomac.edu Please check directly with your Professor or with Student Support Services if you are interested in tutoring services.

English in the Classroom: University of the Potomac serves students from over 65 countries around the world. ​ ​English is the international language that brings them together. Speaking only English in the classroom will help you learn English faster. It is also a sign of respect to those who do not speak your native language.

Students are asked to speak only English in the classroom. Students who violate this policy and disrupt the learning process will be reported to Academic Affairs.

Students with Disabilities Students wishing to avail themselves of special accommodations under the Americans with Disabilities Act must disclose special needs at time of admissions; accordingly, every effort is made to make reasonable accommodations. Certain programs may require manual dexterity. Please consult a campus Admissions Office for further information.

For physically challenged students, Potomac is located on ground level or has appropriate elevator service with ramps to facilitate easy entry. Restrooms are equipped with wide doorways and bars to ensure accessibility.

If a student wishes to request academic adjustment or auxiliary aids, please contact the Disabilities Coordinator. They may request academic adjustments or auxiliary aids at any time.

Campus Security Potomac is committed to providing a safe environment for students to learn and staff to work. A copy of the latest campus security report and details on how to report a crime are available online at ​http://student.potomac.edu​.

Chicago Campus Contact Information: website: ​https://potomac.edu/locations/chicago-university/

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ELPA 109 - Leopoldo 08A

Course Outline - Term: 08A Title: ELPA 109 - ​Foundation of Digital Marketing

Instructor:​ Prof. Geraldine Leopoldo, M.A

Class Days & Times:​ Saturdays, 8:40 am - 5:20 pm

AM Lecture: 8:40 am - 10:10 am

Google Meet Link: ​ ​meet.google.com/jco-jaoz-ijc

PM Lecture: 1:20 pm - 2:50 pm

(same link will be used throughout the term)

Module

Week 1

Sessions

Topics (subject to change)

Moodle Discussion Questions

Lecture 1 7/11/2020 AM Chapter 1 pp. 1-16

Online Marketing Basics Intro to Writing for Social Media: Online Marketing Basics, the ACT Methodology; Websites and Blogging

DQ 1: Post a brief ​bio about yourself and tell us about some of your interests. Tell us where you are from.

How long have you been living in Chicago? What do you like most about our city?

Set up and edit blog posts, add pictures and designs; Search engine optimization project using Adwords and Google

DQ 2: ​ ​Do you have an

Facebook: Why this Giant can’t Be Ignored!

How to Build Your Facebook Friendship Base

DQ 3: Which social media do you use daily?

8:40am - 11:10am

Lecture 2 7/11/2020 PM Chapter 2 pp. 17-28

“influencer”? In other words, someone you trust for wisdom and advice.

1:20pm - 3:50pm

Week 2

Lecture 3 7/18/2020 AM PM pp. 63-79 8:40am - 11:10am

Lecture 4 7/18/2020 PM pp.79-100

Lecture 5 7/25/2020 AM pp. 101-109 Week 3

Lecture 6 7/25/2020 PM pp. 109-129

How to Promote Your Facebook Page How to Create an Event on Facebook Facebook Do’s & Don’ts Twitter: The Grand bazaar of Social Networking Sites Twitter Basics

How to Make the Most of Twitter Getting Started on Twitter

DQ 4: ​Do you follow any social

media groups or people?

DQ 5: ​D​o you use Twitter? Do you

have any tips for a new user? If you don’t use or have a Twitter account, why?

DQ 6 :Create a Twitter account and follow several people. Write and respond to Tweets. How was your experience?

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ELPA 109 - Leopoldo 08A Module

Sessions Lecture 7 8/1/2020

AM pp. 129-142 Week 4

Lecture 8 8/1/2020 PM

Lecture 9 8/8/2020 AM pp. 143-156 Week 5

Lecture 10 8/8/2020 PM pp. 157-172

Lecture 11 8/15/2020

AM pp. 173-183 Week 6

Week 7

Lecture 12 8/15/2020 PM pp. 183-190 Lecture 13 8/22/2020 AM pp. 191-196

Lecture 14 8/22/2020 PM

Topics (subject to change) LinkedIn: The Place Where Professionals Go LinkedIn Basics Your LinkedIn Profile LinkedIn Do’s & Don’ts

Midterm Presentations

Moodle Discussion Questions DQ 7: Do you have a LinkedIn account?

What are the advantages of having a LinkedIn account? What may be some disadvantages?

DQ 8: ​Post a self-critique of your

presentation and respond to the following: How did you do? What was the best part of class?

Networking Site Getting Started with Google+ Starting Hangouts Google Tricks & Shortcuts What does Goggle+ Mean for business?

Social Advertising: Groupon, Living Social, & Facebook Ads…Oh My! Group-Buying Websites Facebook Advertising

DQ 9: ​Do your parents use social

Video: The Most Powerful Social Medium The Equipment You need to Create Web Videos

DQ 11: Use Adobe Spark to create an introduction video and share it here.

The Power of Video Podcasting The Future of Web Video

Creating a Social Media Policy for Your Organization Ten Steps for creating Your Own Social Media Policy Final Presentations

networking sites?

DQ 10: What are the hidden costs of free social media?

DQ 12: What is your favorite podcast or topics to listen to?

DQ 13: Review social media policies for various social media platforms.

What do you notice about them?

DQ 14:​ ​Post a self-critique of your

presentation and respond to the following: How did you do? What was the best part of class?

Approved by the Academic Team

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