Advanced Strategic Digital Communications School of Continuing Studies: Georgetown University MPPR-860 Fall 2012 Syllabus.

Transcription

1 Advanced Strategic Digital Communications School of Continuing Studies: Georgetown University MPPR-860 Fall 2012 Syllabus Instructor: Class Time and Location: Term: Fall 2012 Office hours: By appointment Kathy Baird MPPR-860, Wednesdays 8:00p.m. 10:30 p.m. Clarendon Class Coordinator: Sherie Winston Course Objectives At an advanced level to increase the student s understanding and strategic application of digital communications tactics including social media, apps, online communities, mobile, blogs, search engine optimization/marketing and other related forms of online communications. To review case studies of digital and integrated communications examples from a broad range of corporate and non-profit work. To work directly with clients on defining an organization s communications and digital needs, researching and defining digital recommendations and delivering these in formal client reports and presentations. To equip students with the consulting skills needed to advise their own organizations and/or clients on the integration, application and measurement of today s digital and integrated communications strategies. Course Description This course provides a rapid and intense journey into the world of an integrated communications consultant. Students will work in both a cohort as well as in distinct presentation teams to evaluate, assess and deliver specific digital communications strategies to select clients. Through the practical experience of direct client engagement and consulting, students will increase their ability to apply digital communications strategies to existing communications efforts in a truly integrated approach. This course will meet for 15 sessions between Wednesday September 12 and Wednesday December 19 (please note there will be make-up classes offered for the first class Wednesday September 5 and any additional cancelled classes). As advanced students, this class requires the student to be familiar and comfortable with digital communications tactics and to understand the strategic application of these for business, cultural institutions and non-profits. Students will leave the course with an understanding of client engagement and presentation, strategic digital communications consulting and a solid understanding of effective application of these strategies.

2 Attendance Attendance is extremely critical to your success in this class. Each class will build to the next class and it will be difficult to catch up should you miss a session. That said, I understand that life and/or work events come up and we will do our best to work around your conflicts. Please remember we are working in a cohort and presentation teams where each student s work is critical to our projects. Your classmates and your Presentation Team will be depending on you. As the advanced level class is based on practical application, relying on other students notes will not be enough to gain the full learning. In the event that you must miss class, please notify me as soon as possible. I will advise you that unless there is an excused emergency, if you miss more than one class, your grade will reflect this. (eg. A to A-). Contacting Me I will not hold regular office hours, however I am available before or after class by appointment, as well as at other scheduled times during the week. The best way to reach me is by cell phone or (kathymbaird@gmail.com). I will do my best to get back to you within 24 hours. Academic Resource Center If you believe you have a disability, then you should contact the Academic Resource Center (arc@georgetown.edu) for further information. The Center is located in the Leavey Center, Suite 335. The Academic Resource Center is the campus office responsible for reviewing documentation provided by students with disabilities and for determining reasonable accommodations in accordance with the Americans with Disabilities Act (ADA) and University policies. Honor System Students are expected to abide by the Georgetown University Honor System. If you have not already done so, please familiarize yourself with the material and information posted on the Honor Council's website: Georgetown University Honor Pledge In the pursuit of the high ideals and rigorous standards of academic life, I commit myself to respect and uphold the Georgetown University Honor System: to be honest in any academic endeavor, and to conduct myself honorably, as a responsible member of the Georgetown community, as we live and work together. Being Polite The use of cell phones and blackberries in class is prohibited. Please turn these off before class starts. We will have a 5-minute break during class where you can check messages. We will also on occasion, have clients and guest speakers who will appreciate this as well. Regarding food, you are welcome to bring food or drink to the classroom on nights that we do not have clients in attendance.

3 Materials Required Texts: David Meerman Scott, The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases & Viral Marketing to Reach Buyers Directly (Wiley, 2011) Brian Solis, The End of Business as Usual: Rewire the Way You Work to Succeed in the Customer Revolution (Wiley, 2012) Dale Carnegie & Associates, How to Win Friends & Influence People in the Digital Age (Simon & Schuster, 2011) Robbin Phillips, Greg Cordell, Geno Church, Spike Jones, Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements (Wiley, 2010) David H. Maister, Charles H. Green & Robert M. Galford, The Trusted Advisor (Free Press, 2004) Optional Texts: David Meerman Scott, Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers and Create Products that Grow Your Business Now (Wiley, John & Sons 2011) Brian Solis, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate and Measure Business in the New Web (Wiley, John & Sons, 2010) Katie Delayaye Paine, Measure What Matters: Online Tools for Understanding Customers, Social Media, Engagement and Key Relationships (Wiley, 2011) Grading 10 points Class Participation 10 points Peer Evaluation 10 points Digital Trends Summary #1 10 points Digital Trends Summary #2 30 points Client Presentation 30 points Final Project 100 points Total Assignments There are three total writing assignments for this class: Two individual assignments on Digital Trends and one group writing assignment on the final client plan and presentation. Your assignments should meet Georgetown University s standard of excellence. Please follow these guidelines for your work: Include student name, course number and assignment title Use 12-point font and 1-inch margins Single spaced work Cite references; refer to APA Style for Electronic Media ( Bring one hard copy of your assignment to class the day it is due and send one copy to kathymbaird@gmail.com Late work will not be accepted. Digital Trends Write Up:

4 The course is structured around the presentation teams with many evenings dedicated to particular clients. Each student will deliver two individual write ups during the program to demonstrate that you are up to speed with changes and updates in our industry. You can select a particular company or organization and an application of social media. You can also select any new social media, digital communications tactic or industry innovation that has risen to the scene since our class has started. Please provide your assessment of this strategy, tool or technique both positive and negative in a 1-2 page write up. I am looking for your understanding of the concepts we are learning in class and your assessment of how organizations are using or can use these. Final Project: The final project will consist of a formal summary in both report format (Word) and presentation format (PPT) of your research, analysis and recommendations which you have provided to clients. These are group papers and presentations and each team is responsible for delivering a paper and approach that fully outlines the work done on behalf of the client and includes supporting research and appendices. I do not have a page limit on these but would advise you to consider a base of 15 pages. These final projects are due the last day of class and should be delivered to the clients after I review them. Your presentations should provide a condensed version of your findings to be delivered to the client in 1 hour, with time for questions. Reading Review: To ensure we are gaining the full benefit of the readings, on several nights throughout the semester we ll have a reading discussion, similar to a book club. This will be approximately 15 minutes and 3-4 students at random will be called on to discuss a highlight of their reading experience. It s best to stay up to speed with the readings it will only help you navigate your projects, provide citations and credibility for your research and help you be informed and smart about the work you are doing. Class Participation To gain the full benefit of this class, your attention and active participation is critical. As our work this semester is based in three intense client engagements, team work and individual contribution is critical. We will have materials and lectures for discussion however the majority of the course is focused on the practical application of digital communications strategies. Active dialogue is a requirement. Fall 2012 Clients Each of the clients selected for our engagement has expressed interest in digital communications strategies and in our assistance with evaluating some of their work, or making recommendations for future planning. The clients will be announced on the first evening of class. Presentation Teams For the duration of the class, we will work as a cohort with all students contributing efforts and work for the four client engagements. Each client, however, will be staffed with a student Presentation Team. Each Presentation Team will have 3-5 students who will fully lead one engagement for our class, facilitate client contact and follow up, and formulate the final recommendations on behalf of our collective input. The Presentation Team is responsible for the following:

5 Full leadership of engagement Defining scope and opportunity in 1-page memo for class and client Client follow up and coordination as needed Project check in preparation and facilitation with class Development of findings and recommendations delivered in PowerPoint (draft and final) Presentation of the findings and final delivery of the PowerPoint and written plan to the client. Schedule *Please note this schedule is subject to change depending on client/instructor conflicts. Remaining dates to be provided at first class Wed Sep 12. Wed Sep 5 NO CLASS HELD ON FIRST NIGHT OF THE SEMESTER DUE TO INSTRUCTOR TRAVEL Week 1 Wed Sep 12 Introduction Overview of Syllabus and Course Materials Review (Required Texts) Client Review Presentation Team Overview and Selection Client Discovery Preparation, Strategic Principles, Discovery Questions and Measurement Reading: Buy books and read Prologue/Intro and Chapter 1 of each required text Week 2 Wed Sep 19 Client Meet and Greet: 2 clients Discovery Session Reading: Chapters 1-2 of each book (Carnegie, Scott, Solis, Jones and Maister) Week 3 Wed Sep 26 Client Meet and Greet 2 clients Discovery Session Reading: Chapters 3-4 of each book (Carnegie, Scott and Solis)