Marketing in the 21 st Century Syllabus

Transcription

1 Marketing in the 21 st Century Syllabus Spring 2015 UCSB Extension Instructor: Amber Wallace Many factors affect marketing in the 21 st century, including changing technologies, globalization, deregulation, and customer empowerment. In this course students learn about the latest technologies driving purchase decisions around the world. Whether it s blogs, Facebook, LinkedIn or Twitter, social platforms are doing more than creating buzz. As social networks grow, their power to shape consumer conversations and amplify word-of-mouth chatter is on the rise. This course covers concepts of social media marketing, current principles and best practices of Web marketing and Search Engine Marketing (SEM), and how to best position yourself for upcoming opportunities. Course Text The New Rules of Marketing and PR (Latest Edition) David Meerman Scott Additional Optional Text Don t Make Me Think Steve Krug Your Marketing Sucks Mark Stevens Grading/Evaluation Students will be evaluated on participation (in-class and online), assignments and projects. Class attendance is critical this is a fast-paced course with numerous class discussions and in-class collaborations. Missed classes will result in missed points. Grades will be based on the following factors: Assignments 25% In-Class Project 15% Participation 25% Final Project 35% Final Project: Web Marketing Plan A final project demonstrating what you have learned about web marketing is due at the end of this course. The project is typically a document (Word or PDF), but other interactive or more creative presentations are acceptable and encouraged. What is important is to represent that you can apply basic principles learned in this course. If you are taking this class for a business, or are interested in starting a business, then use this opportunity to develop a web marketing plan for your organization. The final project has 2 components: the plan and a short presentation of the plan (discussed more below). Marketing in the 21 st Century BUSAD X meetings, March 31 st June 2 nd

2 2 The final project can include the following: Company Overview Product and/or Service Description (short) Web Sales and Marketing Goals (traffic, sales, leads, brand awareness, etc.) Website Purpose Target Customer Market Description/Competitive Analysis SWOT Analysis Unique Selling Proposition or Value Proposition Revenue Generation Web Marketing Medium Suggestion(s) (How will you get there?) New Website/Web Redesign Search Engine Marketing / Marketing Automation Online Advertising Social Media Affiliate Marketing Website optimization Viral Marketing Traditional Media Online Networking Mobile Marketing Marketing Execution Plan Budget Tracking and Analysis (how can you tell when you re there, or what s working?) Instructor will be looking for grasp of course material to be incorporated into the final project. Every project will vary, due to the nature of a web marketing plan. The object of this exercise is to apply skills learned from class and reading. There is no required length, and there s no right or wrong approach. Be creative and have fun! Projects will be due on the last day of class, and should be ed to the instructor. Group work is acceptable only with prior approval. Late projects will not be accepted. Final Project Presentation A short (5 minute) presentation on your final project is due on the last day of class. Typically students use PowerPoint, Prezi, or another visual presentation. Please note, these are short! Give us the elevator pitch of your project or detailed information about one aspect of the project. Additional information will be provided in class. Online Discussions & Class Website Class discussions will be take place in a dedicated Facebook group. Search UCSB Extension Marketing in the 21st Century and join the Spring 2015 group. Or visit:

3 3 Specific assignments will be discussed at the end of each class. Students are expected to post one item or comment on a posted item (providing some useful discussion information) at least once per week. Additional resources, including class slides, will be available on a dedicated page on Class slides will be posted after class. Instructor Contact Information: Amber Wallace amber@dowitcherdesigns.com s to the Class: Instructor may the class relevant links via or comments via Facebook. Instructor will respect the privacy of all addresses. Additional Reading: See the optional text heading for additional reading and online resources for important blogs and other resources. Instructor can also recommend additional materials. Class One March 31, 2015 Introductions Class Overview Why Web Marketing? Websites that Work Writing for the Web Building a Web Marketing Foundation Web Usability & Why It Matters Customer and Market Research - Online Surveys Class One Assignments: Reading: The New Rules of Marketing and PR Introduction, Foreword and Chapters 1-3 Checkout Facebook group for class discussions Respond to Facebook questions about the reading & web marketing discussions Class Two April 7, 2015 Web Survey Results Developing a Web Marketing Plan What is a SWOT Analysis? Unique Selling Propositions Search Engine Marketing Introduction Search Engine Optimization (Organic Search)

4 4 Class Two Assignments: Reading: The New Rules of Marketing and PR Chapters 9, 12, 13, and 14 Class Three April 14, 2015 Search Engine Marketing -Local Search -Pay Per Click -Pay Per Inclusion -Vertical Search Online Advertising Models Google AdWords Campaigns Class Three Assignments: Reading: The New Rules of Marketing and PR Chapters 7, 10, and 24 Optional Create an AdWords campaign Class Four April 21, 2015 Additional Online Advertising Opportunities Affiliate Marketing Landing Pages CRM Systems & Marketing Automation Marketing Online PR Class Four Assignments: Reading: The New Rules of Marketing and PR Chapters 20, 21, and 22 Class Five April 28, 2015 Why Social Media? Terminology Search Engine Marketing Goes Social

5 5 Class Five Assignments: Reading: The New Rules of Marketing and PR Chapters 4, 11 and 15 Plan for Final Project by May. 3. Provide a 1-2 page summary of what you are planning for your final project. Include any specific questions at the end of your summary. Class Six May 5, 2015 In-class Web Marketing Assignment - Please bring laptops or mobile devices as you are able Class Six Assignments: Reading: The New Rules of Marketing and PR Chapters 5, 16, and 17 Note: No class on November 11! Class Seven May 12, 2015 Social Media In-Depth Facebook Blogging Microblogging Class Seven Assignments: Reading: The New Rules of Marketing and PR Chapters 6, 8, and 23 Identify one online marketing campaign, what did or didn t work, and be prepared to discuss it Create a blog post Class Eight May 19, 2015 Additional Social Media Platforms, including LinkedIn Video Marketing Photo Sharing Networks Wikis Podcasts Emerging Tools & Communities Social Strategies

6 6 Class Eight Assignments: Reading: The New Rules of Marketing and PR Chapters 18 and 19 Work on Final Projects Class Nine May 26, 2015 Online Privacy Concerns Web Analytics Measuring & Adapting Campaigns Web Marketing Checklist Class Nine Assignments: Reading: The New Rules of Marketing and PR Chapter 25 Complete Final Project! Class Ten June 2, 2015 Final Project Due! Project Presentations Make it Happen Web Marketing Plan Execution Tracking and Evaluating your Marketing Efforts Save a tree don t print your project! your final project to amber@dowitcherdesigns.com