SYLLABUS SPRING 2008 Interactive Online Marketing ISMT E-123, (22564) Last Updated: 011/29/2007

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1 SYLLABUS SPRING 2008 Interactive Online Marketing ISMT E-123, (22564) Last Updated: 011/29/2007 Course Description: With the advent of the Internet the need to create interactive content that effectively communicates with consumers has become the responsibility for anybody involved in online marketing, ecommerce, elearning or online entertainment. The Interactive Online Marketing course provides students with a detailed look at the process of planning and designing interactive tools to be used in online marketing as well as an overview of the online marketing industry. From marketing to rich media advertising; search engine optimization to Behavioral Targeting, Interactive Online Marketing explores the process of planning for, targeting and creating interactive marketing tools designed to reach the right audience with the right message at the right time. Students in this course will learn the fundamentals of interactive communication design, human behavior models, interface development and intuitive interactive design through the exploration of sample online marketing campaigns. Class Objectives: To develop an in-depth understanding of the processes and planning involved in the creation of effective online advertising and marketing campaigns. Class Prerequisites: An understanding of the Macintosh and Windows operating systems. A basic understanding of Adobe Flash is encouraged, but not required. Required Textbooks: Fishing From A Barrel By Rob Graham LearningCraft Press, ISBN: Advertising Interactively, 2 nd Edition By Rob Graham LearningCraft Press, ISBN: X Suggested Reading: Why We Buy: The Science of Shopping By Paco Underhill Simon and Schuster ISBN: The Ten Demandments By Kelly Mooney (with Laura Bergheim) McGraw-Hill ISBN: What Sticks By Rex Briggs and Greg Stuart Kaplan Publishing ISBN: Waiting For Your Cat To Bark? By Bryan and Jeffrey Eisenberg Nelson Business ISBN: Permission Marketing By Seth Godin Simon and Schuster ISBN: The Cluetrain Manifesto By Rick Levine, Christopher Locke, Doc Searls, David Weinberger Perseus Books ISBN: Copyright 2008 by Rob Graham Page 1 of 6

The Interactive Online Marketing course provides students with a detailed look at the process of planning and designing interactive tools to be used in online marketing as well as an overview of the

2 Lecture Time: Thursdays from 5:30-7:30 pm, Room 202, 53A Church Street (Attendance to all lectures is required.) Course Outline (subject to change): Class number Date Agenda 01-01/31/2008 Foundational Online Advertising To provide learners with an overview of the history, uses and ways in which online advertising and business communication has dramatically changed the world of marketing. Review of course syllabus and other materials Grading and attendance policies A brief look at the history of online advertising Putting it all together: online advertising models and an overview of the industry as a whole and how it works. Purchase/download required texts Reading: Chapter One, Advertising Interactively Reading: In CyberSpace, No One Can Hear You Shop Why We Buy Reading: The Cluetrain Manifesto, The Cluetrain Manifesto 02-02/07/08 Understanding Human Communication Models To provide learners with an understanding of the mechanics of interactive and online communication and how psychological models apply and can be used by online marketers. Foundational Human Communication Human Interpersonal Communication The Graham Interactive Communications Model Understanding cognitive filtering Telling the right story - The Messaging Matrix Meeting consumer needs Reading: Chapters 2-4, Advertising Interactively 03-02/14/08 The Fine Art of Targeting To provide learners with an understanding of the different ways marketers can break consumer populations down into thin-sliced and targeted segments. Exploring contextual targeting-pros and cons Copyright 2008 by Rob Graham Page 2 of 6

advertising and business communication has dramatically changed the world of marketing.

3 Demographics: From the ridiculous to the sublime Into the online realm: Psychographics, Technographics, Centrographics and other good cross-word puzzle answers The end of faith based marketing? 04-02/21/08 Reading: Chapter 2, Fishing From A Barrel Discussion Question #1 Focus on Behavioral Targeting To provide learners with an understanding of how Behavioral Targeting technologies and techniques are being used to transform the online advertising environment. The needs of Publishers and Advertisers (and agencies) Building audience segments Introduction to Ad Serving: The Hows and Whys Reading: Chapter 3, Fishing From A Barrel Note: This lesson will be an online video lecture. No class meeting this week /28/ /06/08 The Battle for Privacy To provide learners with an understanding of the history, conflicts and future issues surrounding the consumer s perception of online privacy and the stark reality of privacy in general. Gimme a Cookie The ethics of privacy Veterans of the Privacy Wars speak out Working with the Watchdogs Adware: Friend of Foe? Reading: Chapter 5, Fishing From A Barrel Group Research - Project 1 Group Presentations Mid-term paper due Reading: A Web of Interactivity, Waiting for your Cat to Bark? Copyright 2008 by Rob Graham Page 3 of 6

techniques are being used to transform the online advertising environment.

4 07-03/13/08 The Search for Search Search has become the online marketing poster child in just a few years, is this model the future of online advertising or only a brief rest stop? This lesson explores the rise of search, its uses and the sometimes dark underbelly. SEM Return to Contextual Targeting Click Fraud and other unsavory practices Profile: Google AdSense, AdWords 08-03/20/08 Discussion Question #2 Search Engine Optimization Anybody can set up a search marketing campaign but it takes patience and understanding to understand how to optimize organic search campaigns Mid-Term Paper Topic to be assigned 09-04/03/08 Understanding To provide learners with an overview of the true promise that marketing offers both marketers and consumers, weighed against the onslaught of spam, fraud and other unsavory activities The promise of Has it been kept? Monitoring effectiveness as a channel not the message 10-04/10/08 Reading: Managing the Transformation from Intuition to Science, What Sticks Discussion Question #3 Exploring Rich Media Advertising To provide learners with an overview of how audio files are added to and triggered within the Flash environment Designing for Interactivity Using the ASSERT model Rich Media Ad Showcase Building an interactive ad Copyright 2008 by Rob Graham Page 4 of 6

5 Mid-term paper due Reading: A Web of Interactivity, Waiting for your Cat to Bark? 11-04/17/08 Online Ad Serving and Management To provide learners with an overview of what masks are and how they can be used to create intriguing visual effects. The lesson will also look at the creation of customized cursors for use in themed projects. Looking at the technology behind ad serving How Ad Serving works A few players and their perspectives Mob discoveries and discussion Web Analytics for Fun and Profit This lesson will provide participants with an understanding of how to collect, interpret and put campaign data analysis into action for future campaigns based on actionable results and far removed from more tradition faith-based ad campaigns. Setting KPIs Analytics is more than data capture Meaningful measurments 12-04/24/07 Discussion Question #5 Blogging and Social Networking A new realm of human communication has seemingly sprung out of nowhere and has created business models and technologies never before possible. This lesson explores how new methods of connecting people together might just be the way all business is done in the future. Blogging: Viable Business model? The rise of social networks Striving for commonality Virtual Flash mobs Reading: From Micromedia to Micromarkets, Gonzo Marketing Note: This lesson will be an online video lecture. No class meeting this week /01/08 FutureTech: Emerging Channels This lesson takes a closer look at some of the emerging online marketing models and discusses the impact they will have on future marketing. Mobile Copyright 2008 by Rob Graham Page 5 of 6

The lesson will also look at the creation of customized cursors for use in themed projects.

6 Video based advertising Podcasting Vlogs The $2000 TV studio Into the Fringe This lesson zooms in on some of the new ways marketers are using to reach out to consumers many focused on micromarketing. Advergaming Proximately Marketing The Minority Report model IM Messaging Buzz Networks Going Viral Final Paper Assigned Discussion Question # /08/08 Presentation of Final projects To provide learners with an opportunity to showcase and explain their final projects to other members of the team. Work on final papers continues 15-05/15/08 Presentation of Final projects To provide learners with an opportunity to showcase and explain their final projects to other members of the team. Copyright 2008 by Rob Graham Page 6 of 6

Advergaming Proximately Marketing The Minority Report model IM Messaging Buzz Networks Going Viral Final Paper Assigned Discussion Question #6 14-05/08/08 Presentation of Final

Marketing in the 21 st Century Syllabus

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