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Digital Marketing: Strategy and Tactics B7699-025, Summer 2013, EMBA Professor Jeremy Kagan COURSE DESCRIPTION Digital Marketing: Strategy and Tactics combines a high level strategic view of digital marketing and its challenges and opportunities, with a tactical approach using exercises and projects to learn and use the tools and techniques of digital marketers. From the web to mobile, email to apps, social media and user generated content, the course will develop a strategic framework for planning and analyzing digital marketing strategies. Students will leave the course with a working knowledge of the tools and processes for creating, managing, and executing digital marketing plans. The course will cover the range of digital advertising and marketing channels as well as touch upon new and emerging channels and developments. Discussion will focus on strategies and metrics for success, measurement and optimization techniques, and planning and goal setting. Using a variety of practical tools and techniques in practical exercises and projects, students will gain an understanding of using digital channels to achieve their marketing goals. Student teams will gain practical experience in usage of channels such as Search – SEO and PPC - Optimization and Marketing Display – Banners, Video and Beyond – Advanced topics Email – Design and Deployment Social – Networks, Media, and Content - Inbound Marketing Mobile and Emerging – Mobile Web, Apps and Ecosystems, Gaming, and beyond Any traditional business now sees the Internet as a vital part of a multi-channel approach to marketing to new customers and servicing the old. This course will explore the Internet as a source of product information, public relations, marketing and advertising medium, a customer relationship management tool, and a customer service channel. Internet marketing and issues such as: Social Media, Behavioral Targeting, and Privacy Tracking and accountability, (incl. click fraud, etc.) Channels of online marketing, from search, to email, to banner ads, to blogs, etc. Self-service and community based support, incl. open source and user generated content Speakers and real-life group project companies will provide hands-on experience and real life feedback from practitioners. Past speakers have included founders and senior executives of Foursquare, Thrillist, Yodle, Second Life, AppNexus, and project companies have included NBC Universal, LVMH, and other large and small digital companies and agencies. Students will have exercises and homework related to using the tools of digital marketing, from planning tools, to user generated content, to metrics and measurement. Grading is based on the following: Take Home Final Exam (50%) Group Project (30%) Homework (Blogging and tools) (10%), and Class participation (10%). COURSE READINGS Recommended Sites for Current Issues: Wired.com, Adage.com, other traditional media Pandodaily.com. TechCrunch.com, Mashable.com, AlleyInsider.com, other industry blogs eMarketer, HubSpot, eConsultancy, other industry resources Google, Twitter, and other platforms for alerts U U Recommended Texts: John Batelle ”The Search: How Google and its Rivals Re-wrote the Rules of Business and Transformed Our Culture” Chris Anderson, “The Long Tail” David Kirkpatrick, “The Facebook Effect” COURSE SYLLABUS (this weekly breakdown is subject to changes) Week Fri May 17 12:30 Fri May 31 3:45 Sat June 1 3:45 Sat June 15 8:30 Fri. June 28 8:30 Fri July 12 12:30 Sat July 13 12:30 Fri July 26 8:30 Sat July 27 12:30 Sat Aug. 3 8:30 Fri Aug. 16 8:30 Sat Aug. 17 12:30 Session Topics Introduction to Digital Marketing: Strategies and Channels of the web, mobile, and beyond Search: History and Functionality Search Engine Optimization (SEO) Search: Search Engine Marketing (SEM); and new and emerging challenges Display: The Advertising Ecosystem; Banners and Media Buying Display: Video and Rich Media; Targeting and Optimization Email: Email Marketing Email as a sales channel (Daily Deals) Social Media: Introduction to Social Media Social Media platforms and APIs Social Gaming and Global Notes Speakers and Examples Exercises and Assignments Course requirements Google Blekko Using keyword tools; Marketing writing for the web Using Google Adwords Google Bing Google, DFP Using Audience and AppNexus RTB Media Buying tools Youtube, Hulu TubeMogul Constant Contact; Using Email Service Mailchimp Providers Facebook, LinkedIn, Using UGC and Social Twitter, Blogs discovery tools Slideshare, etc. Facebook and LinkedIn Instagram, Pinterest ad systems Vine Social Media: BP, Dell, Old Spice, Using Social Media Online PR Pepsi Monitoring tools Community and Link Building Strategies GetSatisfaction Customer Input & Support Dell Ideastorm E-Commerce and Shopping/PLAs Google Shopping, Google Analytics; A/B Site Analytics and Conversion Tracking Amazon PLAs; tester User Journeys and Personas, Entrance and Google Analytics Exit pages; Landing Pages and Goals Team Projects are due in class at the beginning of Lecture 10. Online Business Models: Media, Services, Amazon and E-Commerce; eBay Group buying and social commerce; Groupon Payments and Wallets Square Mobile and Location Based Services: Foursquare Local and Hyperlocal Mobile Marketing, Apps and Ecosystems, Offers and Coupons the Check-in and Local opportunities Individual Final Exams are due in class at the beginning of Lecture 12. Emerging Technologies: Gaming platforms A/R Browsers New Platforms and UI/Interfaces and Kinect Augmented Reality and Google Glass Layar and AcrossAir the Semantic Web Google Glass