Technologies for Interactive Marketing ITP499 (4 Units)

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1 Technologies for Interactive Marketing ITP499 (4 Units) Objective This course is designed to meet the introduce students to technologies, concepts and strategies in the emerging online advertising ecosystem. Through lectures, discussions, and projects, students gain a basic understanding of how the Internet and new media technologies such as blogs, wikis, social networks and communities, search engines are used in marketing and advertising Concepts Course readings, discussions, lectures, projects, and exams are designed to: 1. Introduce students to important terms and concepts in the emerging online advertising industry. 2. Provide students with a basic understanding of the new media technologies influencing current marketing practices, 3. Advance students knowledge of the role that IT and new media can and should play in formulating and implementing marketing and advertising strategies, 4. Provide students with hands-on experience with web 2.0 technologies: blogs, wikis, newsreaders, ipods, analytics, mobile devices and other social software Instructor TBD Lecture 2hrs/week Lab 2hrs/week Text books 1. DigiMarketing: The Essential Guide to New Media and Digital Marketing, Wiley Press, ISBN: Search Engine Optimization: An hour a day, Sybex Press ISBN: Instructor Notes - 1 -

2 Grading The following point-structure will be used in determining the grade for the course. Final grade will be based upon the total points received, the highest total in the class, and the average of the class. Grading Scale: A A B B B C C C D Below 30 - F Assignment 200 Quiz 40 Final Exam 60 Total 300 Some of the class projects include: 1. Construction and maintenance of blogs and wikis 2. Implementation of a search marketing strategy on yahoo and google search, 3. Using RSS for marketing 4. Using social networking sites for marketing (facebook, myspace) 5. Analyzing traffic patterns using marketing analytics (google analytics, awstats and other marketing platforms) 6. Using rich media tools to create rich interactive ads (Audio, video and flash) 7. Creating a mobile marketing campaign 8. Using pod casting as a marketing tool Policies - Make-up policy for exams: In order to make up for a missed exam, the student must provide a satisfactory reason along with proper documentation. Usually make-ups are allowed only under extraordinary circumstances. - Projects: It is YOUR responsibility to turn in your lab projects on, or before, the deadlines as set by the instructor. IT IS NOT THE RESPONSIBILITY OF THE LAB TA! - Late Projects: Late submission of projects will lead to loss on point, so please turn in your projects on time! No projects will be accepted after 2 weeks beyond the project s original due date. Everything - 2 -

3 regarding a project should be settled within 2 weeks of the project s due date. - Though working together is encouraged, the projects must be your own effort. Duplicate projects will all receive zero points and possible referral to the Office for Student Conduct. Students with disabilities Academic Integrity - All students should read, understand and abide by the University Student Conduct Code tml Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to me (or to your TA) as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m. - 5:00 p.m., Monday through Friday. The phone number for DSP is (213) The use of unauthorized material, communication with fellow students during an examination, attempting to benefit from the work of another student, and similar behavior that defeats the intent of an examination or other class work is unacceptable to the University. It is often difficult to distinguish between a culpable act and inadvertent behavior resulting from the nervous tension accompanying examinations. When the professor determines that a violation has occurred, appropriate action, as determined by the instructor, will be taken. Although working together is encouraged, all work claimed as yours must in fact be your own effort. Students who plagiarize the work of other students will receive zero points and possibly be referred to Student Judicial Affairs and Community Standards (SJACS). All students should read, understand, and abide by the University Student Conduct Code listed in SCampus, and available at:

4 Technologies for Interactive Marketing ITP 499x (4 Units) Week 1 Digital Marketing Overview Course Outline - Trends in online ad growth - Overall trends in internet usage - Old media, New Media - Web Frameworks for digital marketing Reading: DigiM Chapter 1, 2 Week 2 Digital Marketing applications and tools Overview: search, new media, social media Channels, applications and strategies Driving traffic: What does it take strategically? Reading: DigiM Chapter 3,4 Week 3 Ad Operations - Basics of Media planning and buying - Introduction to ad serving - Ad ecosystem - Tools: openads, DoubleClick Readings: Instructor Notes Assignment1 Week 4 Web Fundamentals - The web as a starting point - Web 101: HTML, Web Servers - Static vs Dynamic sites - Ecommerce Reading: DigiM, Chapter 3 Assignment2 Week 5 Search - Rise of search: why its so important - How does it work? - Bots and Web Crawlers - Principles of Search Engine Marketing Reading: SEO chapter 3,4 Assignment3 Week 6 Search Engine Optimization (SEO) - 4 -

5 - SEO Principles - Basic Site optimization - Link building - Pay per Clicks - Content strategies Reading: SEO Chapter 7,8, 9 Assignment4 Week 7 Social Media - What are the options: blogs, social networks - Tagging, folksonomies - Marketing on facebook, myspace and other social networks - Social Commerce Reading: DigiM Chapter 4,5 Assignment5 Week 8 Blogs and RSS - What is a blog? - What is RSS? - Setting up a blog - Using a blog strategically for marketing: wine company case study Reading: Instructor Notes Assignment6 Week 9 - Marketing Campaigns - Technologies for marketing - Building an marketing campaign - Tools: myemma, constant contact - Reading: DigiM Chapter 8 - Assignment7 Week 10 Rich Media Ads - Video Ads: Youtube - Video Advertising Guidelines and best practices - Advertising in Podcasts best practices - Online Flash Ads Reading: IAB Video Ads Best Practices Assignment8 Week 11 Web Analytics - What is web analytics? - What am I trying to measure? - Metrics and KPI s - Reports and views - Tools: Omniture, Google Analytics - Reading: DigiM Chapter

6 - Assignment9 Week 12 Content on the Web - Making your content stand out - Essence of web success - Best Practices - Reading: Instructor Notes Week 13 Usability for ROI - Web Design for ROI - Eye Tracking statistics - Best practices for maximum click through rates - Landing page optimization Reading: Instructor Notes Assignment10 Week 14 Mobile Marketing - Mobile platforms - 3G, I-mode - SMS Marketing - Mobile Advertising strategy Reading: DigiM Chapter 9 Assignment11 Week 15 Buzz and Viral Marketing - The making a viral video - Best practices - Case study in viral marketing: Youtube Reading: Chapter 8 Week 16 Final Project - 6 -

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