Amy Mullen Extensive experience in copywriting for print and online media, web content

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1 Internet Marketing [Pick the date][type the sender company name] CE 4688C 4688C Summer 2012 Course Information: Location: TBD Dates: Thursdays, 06/07/2012 TO 08/16/ p.m. to 9 p.m. Note: There will be no class Monday, July 5 Instructor Information: Name: Amy Mullen Policy: If you have a question/concern that is of a personal nature, I encourage you to contact me via . I will respond to your e mail as soon as possible. If your question/concern relates to course content, please post your question to the discussion section of the course wiki XXXXX.wikispaces.com. The answer to your question may benefit others in the class. I monitor the course wiki s discussion board, M F, 6 9 PM, and will respond to your posting as soon as possible. Amy Mullen Extensive experience in copywriting for print and online media, web content development, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Optimization (SMO), corporate communication management, and editorial strategy design and implementation. Course Description: With this increasing emphasis on integrated digital strategies, the opportunities for marketing professionals and organizations with end to end Internet expertise have never been greater. Students increase their internet marketing expertise through coursework addressing all facets of digital marketing, including website usability, blogs, Web 2.0, search engine optimization (SEO), web analytics, viral marketing, affiliate marketing, social media and more. Course Overview Completion of this course empowers students to develop, implement and evolve integrated online strategies that maximize marketing budgets and make a real impact in the virtual world. This course is ideal for anyone interested in gaining or improving website development, online campaign, search marketing and web analytics skills. This course is especially beneficial for professionals in traditional or interactive marketing agencies and corporate marketing departments.

2 Course Expectations To satisfactorily complete this course, students are required to learn how to identify best practices for internet marketing strategies. In order to facilitate an understanding of the course objectives, students are required to complete in class exercises, complete quizzes and in class exercises, and present finished strategy projects at the end of the semester. Prerequisites Classes or Knowledge Required for this Course There are no prerequisites for this course. Course Objectives At the end of this course, students will be able to: Identify best copywriting practices for print ads, billboards, scripts, websites and social media. Identify the intended audience. Identify the appropriate medium for their message. Establish a voice for their message. Create effective copy in each media discussed in class. Demonstrate a basic understanding of SEO and Google Ads. Analyze copy and identify examples of effective copy and ineffective copy. COURSE RESOURCES Software Documents in this course may be presented in PDF format. You will need Adobe Reader to view these files, which you can obtain free at Written assignments may be presented as a Microsoft Word document (.doc). If you do not have Microsoft Word installed on your computer, you use Open Office Writer instead, which you can obtain free at Textbook(s) Required texts for this course are: TBD Additional Course Materials Supplies Students are encouraged to purchase a USB drive with a minimum memory capacity of 2GB and come prepared with it to each class. COURSE ACTIVITIES Presentations Most weeks there will be an instructor presentation related to the scheduled topic. 2

3 Quizzes You will be required to complete five quizzes. These quizzes will consist of approximately five questions and are based on lessons. Assignments Lab exercises not completed in class must be completed outside of the classroom and submitted at the beginning of the following class. Students will receive feedback on each exercise, and have the opportunity to make revisions to each exercise for a final grade. Final projects will be presented on the last day of class. COURSE POLICIES Student Feedback/Communication I welcome all feedback on the course. My preferred method of communication with individual students is . If you experience an emergency that will prevent you from attending class or completing the required coursework on time, I expect you to communicate with me at the earliest reasonable opportunity. Submitting Electronic Files All electronic files must be submitted in.doc or.pdf format. If you do not have Microsoft Word, you can download Open Office Writer free at This will allow you to open the instruction files, make changes and save in.doc or.pdf. Please name your file using the following naming convention: Assignmentname_Yourname.doc. Attendance Attendance is mandatory and essential to your performance. The information needed to complete assignments properly will be given in class. As a student in this course, it is your responsibility to make certain you obtain information covered should you miss a class session. Previously absent students must come to the following class with all of the appropriate work due for that day. All students are expected to arrive to class on time and remain present until the end of class. Be aware that tardiness and early dismissals will accumulate in absences. 30 minutes late arrival/early dismissal = 1 absence 2 absences = lowered grade UNIVERSITY POLICIES: Code of Conduct All participants in the course are bound by the University of Arts Student Code of Conduct, found at: 8 student code conduct procedures. Academic Honesty Policy 3

4 The University is an institution of learning, research, and scholarship predicated on the existence of an environment of honesty and integrity. As members of the academic community, faculty, students, and administrative officials share responsibility for maintaining this environment. It is essential that all members of the academic community subscribe to the ideal of academic honesty and integrity and accept individual responsibility for their work. Academic dishonesty is unacceptable and will not be tolerated at the University of the Arts. Cheating, forgery, dishonest conduct, plagiarism, and collusion in dishonest activities erode the University's educational, research, and social roles. If students who knowingly or intentionally conduct or help another student perform dishonest conduct, acts of cheating, or plagiarism will be subject to disciplinary action at the discretion of UArts Continuing Studies. GRADING: Your grade will be based on the following: Component Points Class exercises 35% Final Project 45% Participation 10% Quizzes 10% Total 100% Your grade will be calculated using the following scale: Grade Percentange Range Grade Point A % 4.0 A 92 90% 3.67 B % 3.33 B 86 83% 3.0 B 82 80% 2.67 C % 2.33 C 76 73% 2.0 C 72 70% 1.67 D % 1.33 D 63 66% 1.0 F 59% or less 0.0 I Incomplete P Pass 4

5 SCHEDULE: SESSION + DATE TOPIC COURSEWORK DUE THIS WEEK Introduction to Internet Marketing Review class objectives Identify internet marketing methods Strategy project proposal brief Search Engine Optimization (SEO) Social Media Marketing Effective Blogging for Business 7.5 Holiday Web 2.0 Discuss basics of SEO o Improving your Google ranking o SEO copywriting o Google Adwords Website analysis and create improvement proposals using website grader Discuss the purpose of social media marketing Identify your marketing goals The ins and outs of Facebook, LinkedIn, Twitter Channel Building: Twitter vs. Facebook vs. LinkedIn Guest Speaker: Jasmine Grimm, Founder of Ruby, Inc., Editor in Chief at Nxtbook Media, Editor at StubbyDog Guest Speaker: Tim Tonsel, Technical Lead at Sapient, Instructor at University of the Arts, CEO/President at Computer Oriented Solutions, Inc Viral Marketing Understand the principles of viral marketing Identify successful viral marketing campaigns Create a viral marketing campaign 5

6 Website Usability Affiliate Marketing/ Search Engine Marketing (SEM) Guest Speaker: Tim Tonsel, Technical Lead at Sapient, Instructor at University of the Arts, CEO/President at Computer Oriented Solutions, Inc. Discuss process and effectiveness of both methods E mail Marketing Discuss the basics of e mail marketing Creating e mail conent E newsletters Design e mail campaigns targeting each sales cycle stage Internet Marketing Strategy Presentations Class wrap up Strategy presentations Best of luck! 6