Marketing exercise designed to give students hands-on experience with designing and implementing an email marketing campaign. Assignment uses myemma.com to give students real world experience. MyEmma provides newsletter templates and a business portal which organizes and sends marketing emails. The material includes detailed explanations about how to use the MyEmma features and how the group is to conduct the marketing exercise. The objectives are to design the newsletter, use the portal to email it and then analyze the tracking metrics provided by the web site.
Type of Material:
Group assignment that utilizes a commercial web site.
Recommended Uses:
Team or individual assignment for any marketing course where email marketing, or email newsletters would be appropriate.
Technical Requirements:
Assignment and web site are accessible from Internet Explorer, Firefox, and Chrome. Web site account on MyEmma is needed to complete the assignment.
Identify Major Learning Goals:
Design an email marketing newsletter with informative links. Analyze reports that detail recipient activity.
Target Student Population:
Upper level business students
Prerequisite Knowledge or Skills:
Familiarity with Internet resources and marketing terms.
Content Quality
Rating:
Strengths:
Excellent application of marketing communication; strong relevance to today's online environment. Excellent hands-on activity that gives students practical skills in designing a marketing newsletter. Allows students the opportunity to analyze metrics compiled from recipient activity after receiving the newsletter. Very detailed instructions about using the web site and completing the assignment.
Concerns:
Uses the commercial web site MyEmma, which requires an account. A 30 day trial is available for students who may want to just try out some of the features of the web site.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
Great learning potential for students to understand how to market through email. Reporting includes statistics on who clicks what and who subscribes to the newsletter. This assignment is clear and concise. Detailed instructions are provided. It provides students the opportunity to apply concepts to real-world applications as well as statistics to analyze effectiveness of the student-designed campaign.
Concerns:
Students must have an account with Myemma.com; the instructor will have to make arrangements for a non-fee account for the student activity. To actually send the email, contacts would have to be added in the account.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
Clear and concise directions for using MyEmma features and compiling the assignment. The module contains examples of screen-captures of student projects. It is well-designed and concise, easy to use.
Concerns:
Instructors need to caution students not to pay for an account.
Other Issues and Comments:
Instructors with large classes may want to contact MyEmma for access.
Creative Commons:
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