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Digital Marketing: Strategy and Tactics B8640-001 Professor Jeremy Kagan Fall 2014 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 Media Group, Yodle, AppNexus, Hubspot, and Squarespace, 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 Recommended Texts: - John Battelle “The Search: How Google and its Rivals Re-wrote the Rules of Business and Transformed Our - Chris Anderson, “The Long Tail” - David Kirkpatrick, “The Facebook Effect” Culture” COURSE SYLLABUS (This weekly breakdown is subject to changes) Week Session Topics Speakers and Examples Session 1 Introduction to Digital Monday Sept. Marketing: Strategies and Channels of the web, mobile, and 8th, 4-7 pm beyond Search: History and Functionality Google Session 2 Mon Sept. 15 Search Engine Optimization (SEO) Blekko Search: Search Engine Marketing Google Adwords Session 3 Bing Adcenter Mon Sept. 22 (SEM); New and emerging challengers Display: The Advertising Google, DFP Session 4 AppNexus RTB Mon Sept. 29 Ecosystem; Banners and Media Buying Display: Video and Rich Media; Youtube, Hulu Session 5 Targeting and Optimization TubeMogul Mon Oct. 6 Email: Email Marketing Constant Contact; Session 6 Mailchimp Mon Oct. 13 Email as a sales channel (Daily Deals) Mon Oct. 20 EXAM PERIOD – NO CLASS Exercises and Assignments Course requirements Using keyword tools; Writing for the web Using Google Adwords Using Audience and Media Buying tools Moat tool Using Email Service Providers Session 7 Mon Oct. 27 Mon Nov. 3 Social Media: Introduction to Social Media Social Media platforms and APIs Social Gaming and Global Notes Facebook, LinkedIn, Twitter, Blogs Slideshare, etc.; Instagram, Pinterest, Vine Using UGC and Social discovery tools Facebook and LinkedIn ad systems UNIVERSITY HOLIDAY – NO CLASS Social Media: BP, Dell, Old Using Social Media Session 8 Spice, Pepsi Monitoring tools Mon Nov. 10 Online PR Community and Link Building Get Satisfaction Strategies Dell Ideastorm Customer Input & Support Google Shopping, Google Analytics and Session 9 E-Commerce and Amazon PLAs; Goals; A/B tester Mon Nov. 17 Shopping/PLAs Site Analytics and Conversion Belly Tracking User Journeys and Personas, Landing Pages; Loyalty and Offers Foursquare Local and Hyperlocal Session 10 Mobile and Location Based Offers and Coupons Mon Nov. 22 Services: Mobile Marketing, Apps and Ecosystems, the Check-in and Local opportunities Team Projects are due in class at the beginning of Lecture 11. Online Business Models: Media, Amazon, eBay, Economics of various Session 11 Services, and E-Commerce; Groupon, Square business models Mon Dec. 1 SaaS and Freemium Payments and Wallets Individual Final Exams are due in class at the beginning of Lecture 12. Emerging Technologies: Gaming platforms A/R Browsers Session 12 New Platforms and UI/Interfaces and Kinect Mon Dec. 8 Augmented Reality and Google Layar and Glass AcrossAir the Semantic Web Google Glass