MKTG 498: Special Topics – Digital Marketing Practicum (Amazon Advertising) (1 Credit)
Fall 2024 – Class meeting time: weekly on Fridays, from 125-215; in-person and some zoom.
Instructor: Matthew Checchio, also teaches MKTG 473 – Digital Marketing
mmc229@psu.edu
Course overview
Within a small group, practicum class structure, this special topics course provides advanced study and course work in digital marketing on a real campaign provided by the course partners, Amazon Advertising and Global Overview. With the instructor and course mentors from each company leading a seminar-style format, the first-half presents students for a deep dive into the current e-commerce/m-commerce ecosystem using Amazon Advertising as the catalyst for study. Students then successfully pass the Amazon Sponsored Ads Certification before work on the client campaign devised by the agency, Global Overview. The second-half introduces the client and their brand with objectives for students to spearhead the Amazon Advertising campaign that is presented directly to the client for approval. The students recommend adjustments periodically (weekly) based on results from campaign analytics and possibly external competitive factors with oversight from the mentors. After the conclusion of the campaign, students present a report to the client with final outcomes to receive closing feedback from those representatives and course mentors.
Interested in the class?
Enrollment in the course is based on instructor approval and students with the following experience will be given consideration to enroll:
Highly recommended by not required:
• Marketing students with digital marketing studies or industry experience (i.e.. internships)
• Successfully completed MKTG 473 in a previous semester
• Completion of other relatable digital marketing coursework outside of MKTG 473, for example MKTG 494 (research project).
• Other applicable coursework or experience the instructor deems acceptable. Students that are solely enrolled in MKTG 473 this coming fall semester without meeting one of the above criteria will unlikely be given consideration.
Only a select number of seats will be available. Students will not enroll themselves; the instructor will add you to the course with approval.
Students interested are invited to apply by completing the following questionnaire
https://docs.google.com/forms/d/1AXLtIR1Sezt-J797rCJocETVlp-U90qfaro5WfMaxXc/
