Syllabus: Digital Marketing Strategies

Transcription

1 Syllabus: Digital Marketing Strategies SSyll CE 2231C Spring 2016 Continuing [Pick the Education date][type the sender company name] Course Information: Location: Terra Hall Room 1212 Dates: Tuesdays February 2 April 12, 6 9PM Note: No class on Tuesday, March 8 University Spring Break Instructor Information: Name: Lou Perseghin lou.perseghin@gmail.com Policy: I will return your within 1 business day. If an is urgent, please mark URGENT in the subject line. Instructor Bio Lou is obsessed with knowing clients from all angles, as well as their competition. What works, what's new, what's next and who cares are the questions that spark his inspiration and drive his constant curiosity. Lou has worked in a variety of marketing roles, including non-profits, higher education, in-house and agency. He has led development across a wide variety of clients and across multiple formats. Lou is currently on the Account Management team at WebLinc Commerce, the commerce platform for the fastest growing retailers running global, omnichannel commerce operations. Previously, he led the account team at ChatterBlast Media and built the social practice at Breslow Partners PR. Lou has also led social media efforts for the Office of Admission at the University of the Arts and served as the marketing lead for the Cradle of Liberty Council and Narragansett Council, BSA. Lou earned a BA in Communication from La Salle University. He and his wife Gwen live in South Philly with their son Calvin, two cats Millie and Walter and pit bull Daisy who often accompanies Lou to the office to beg for treats from the interns. Course Description: The marketing industry has made a significant shift from traditional marketing methods to an increasingly digital focus. The Internet and mobile technologies have made way for new marketing channels, and today s marketers must be familiar with the ever-evolving digital landscape to stay connected and relevant to their customers. In this course, learn how to drive traffic to a website through a multi-channel approach and convert visitors into customers. You will also learn how to create effective digital campaign strategies using viral marketing, social media, and online ads. Course Overview This course is designed to lay out the fundamentals of digital marketing through various online platforms and executions. Students will learn from case studies, lectures and guest presentations. Students will create a digital and gather case study samples during in-class assignments. Course Objectives/Learning Objectives: At the end of this course, students will: Understand the digital world of multi-channel marketing Develop a cohesive social media plan to stimulate traffic, engagement and brand awareness Identify and apply search engine optimization (SEO), search engine marketing (SEM) Apply the advanced technical skills to identify, engage and develop relationships with influencers and customers Use analytic and reporting tools to synthesize data Develop a digital to increase traffic and engagement

2 C OURSE RESO URCE S No additional software is required for this course. All readings will be provided via print or . Class assignments will utilize computer lab resources, but if you choose to bring your own laptop to complete assignments, you may do so. Laptops, ipads and other devices are acceptable to use for note-taking purposes. In-class assignments not completed during class time should be submitted via . C OURSE ACTI V ITIE S Readings + Resp on ses Presentations Workshops Guest Speakers C OURSE POLIC IES Student Feedback/Communication I welcome all feedback from students. We will cover feedback and reposition class expectations as necessary, however I can always be reached via to discuss private feedback or concerns. Submitting Electronic Files All work must be submitted via shared Google Drive document or Microsoft Word Document. Attendance + Participation All students are expected to attend classes regularly and promptly, and for the duration of the scheduled instructional time. If you are unable to attend class, please let the instructor know via with as much notice as possible. Students who withdraw from a course must do so in writing. Nonattendance does not constitute an official withdrawal. UNI VERSITY POLIC IES: Academic Honesty/ Integrity Policy Violations of academic integrity are considered to be acts of academic dishonesty and include (but are not limited to) cheating, plagiarizing, fabrication, denying others access to information or material, and facilitating academic dishonesty, and are subject to disciplinary action. To review the Academic Honesty/ Integrity Policy in its entirety, please visit: Student Code of Conduct It is the policy of the Division of Continuing Studies to provide a safe and healthy environment for learning, personal growth and enjoyment. The well being of this community depends upon the good judgment and considerate behavior of its members. Student status at The University of the Arts is not an unconditional right, but a privilege subject to certain rules and expectations articulated in the Student Code of Conduct. To review the Student Code of Conduct in its entirety, please visit: 2

3 G RADI NG: Your grade will be based on the following: Component Points Participation (incl Responses) 40% Course s 40% Final Portfolio + Statement 20% Total 100% Your grade will be calculated using the following scale: Grade Percentage Range Grade Point A % 4.0 A % 3.67 B % 3.33 B 86 83% 3.0 B % 2.67 C % 2.33 C 76 73% 2.0 C % 1.67 D % 1.33 D 63 66% 1.0 F 59% or less 0.0 P Pass - 3

4 SCHE DULE: DATE CLASS FOCUS LESSON OBJECTIVES + ASSIGNMENTS Week 1 Feb. 2 Introduction/ Review Objectives Introductions o Name, reason(s) for taking the course, personal course goals, experiences with digital media Review class objectives & syllabus What is digital? Week 2 Feb. 9 / Readings Content Strategy Identify an organization for which you will develop a digital Developing a content plan based on marketing goals Different types of content sources, strengths / weaknesses Week 3 Feb. 16 Social Plan for the content types you will use in your marketing Current social trends / the case for social effort Channel strengths / weaknesses Techniques to drive traffic to and from social Select social channels that will be a part of your digital with high-level goals for each Create social media influencers plan and target list Week 4 Feb. 23 Creative Campaigns Discuss best practices / timelines In class assignment: Pick out a creative campaign Brainstorm 2-3 create creative campaigns for your digital Week 5 Mar. 1 Discuss marketing campaigns Creating opportunities to subscribe How does this connect to social, website? Week 6 Mar. 15 SEO / SEM / Paid Placements Create an campaign schedule and sample to include subject line(s), headlines, calls to action and imagery. Identify and apply advanced: o Search Engine Optimization (SEO) o Search Engine Marketing (SEM) 4

5 Discuss SEO keywords and advertising Week 7 Mar. 22 Marketing Automation Research keywords and create keyword database for your organization. Streamlining the process of marketing Tools to automate your digital presence Identify appropriate areas to automate in your marketing Week 8 Mar. 29 Analytics / Listening Review Analytic Tools: o Google Analytics o Social monitoring o Third Party options Discuss what social metrics to track & why Week 9 Apr. 5 Digital Strategy / Work Session Define measures of success for your and set appropriate benchmarks for measurement Workshop ideas ahead Preview a full digital Build out your final project Finish building final project Week 10 Apr. 12 Class Wrap- Up/ Presentation Review of class objectives Presentation of final projects Course review 5