COURSE SYLLABUS AND OUTLINE

Transcription

1 COURSE SYLLABUS AND OUTLINE Course Title: New Media Marketing Course #: X Reg#: Z6352W Quarter: Spring, 2014 Instructor: Ginger Zumaeta Contact Info: [email protected] Meeting Times: Tuesdays & Thursdays 9a noon Location: Westwood: Westwood Center Office Hours: By appointment. See Textbook: emarketing: The Essential Guide to Digital Marketing by Rob Stokes (4th Ed)* Note: We ll switch to the 5th Edition when it s available for download Course Description The key question is not whether to deploy Internet technology companies have no choice if they want to stay competitive but how to deploy it. Michael Porter This fast paced course discusses how digital media technology has changed marketing, and gives detailed strategies on how to embrace such evolving platforms as Facebook, YouTube, Twitter, mobile apps, websites, search engines, newsletters, and many more. You learn how to integrate these tools and tactics into goal oriented campaigns that enhance brands, create a buzz, and motivate desired behaviors. You do not need any prior knowledge of these media, and no programming skills are needed, but Internet access outside of the classroom is required. Internet access required to retrieve course materials. You must learn to use these new tools and concepts to their optimal advantage to maintain an edge in today's economy. Since is still one of the most effective and easiest lead generation tactic by marketers in organizations* (SEO (Search Engine Optimization) is more effective, but more difficult), this course explores marketing, SEO, SEM (Search Engine Marketing), Social Media, website development and design and many more internet marketing methods and concepts. Applicable for both veteran marketers who want to broaden their skill sets and newcomers to the marketing world, you learn key marketing concepts along with the new techniques required to compete in a highly competitive economy. By course's end, you leave with a new approach for marketing more effectively. Prerequisite: Familiarity with the Internet. Internet access required to retrieve course materials. * tactic lead gen & used lead gen tactics A focus of the class will be developing a holistic internet and social media marketing strategy. New Media Marketing = Internet marketing + Social media marketing. Internet marketing = e Marketing = Digital Marketing

2 Social media (and social networking) are subsets of New Media Marketing. The course is very fast paced and some familiarity with new media and social media concepts is required. Please come to class prepared and be ready to respond if you are called upon. Required Readings Course Text: emarketing: The Essential Guide to Digital Marketing, Rob Stokes, Quirk emarketing; 4th Edition, Date: 21 September 2011, ISBN: The textbook can be downloaded for free at: or hard copies can be ordered at Quirk.biz: Important Note: We ll switch to the BRAND NEW 5th edition when it s available for download and/or ordering on 1/16/14 (please be flexible in making this transition so we ll have the latest greatest course content): emarketing: the essential guide to marketing in a digital world, Rob Stokes. Quirk emarketing; 5th Edition. ISDN Recommended Readings 10 new media marketing blogs/ Top 10 New Media Mktg Blogs AllTop Marketing by Guy Kawasaki (Notice Marketing *is* New Media!) In addition, Instructor will provide a broad array of materials in various New Media disciplines, including recent online articles, blogs, podcasts, videos, Twitter tweets, Flickr photos, etc. as well as materials provided by guest lecturers. Grading Attendance / Participation 20% Homework 25% FINAL Project/Presentation 55% Graded Assignments This class is designed to educate students and provide an overview of New Media Marketing and how New Media Marketing strategies are developed. Course content, guest lecturers, and handouts are created to fill specific student/work assignments. Students will be required to read the recommended texts and present several assignments. The final project is due on 11th class. The New Media Marketing Plan Project is designed to test the knowledge of the student s application of what they have learned to a real world environment.

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4 CONDUCT AND CULTURE: 1. Critical Thinking: There are few right answers in marketing. What works for one company may not work for another. It is important to think strategically and demonstrate critical thinking that describes why and how, not just what. 2. Clarity: Clear communications are essential in marketing. Please make sure you are communicating clearly both in class and in assignments. 3. Attendance: You are expected to attend all class sessions to be on time and to stay until the end. If absence is unavoidable, please contact the instructor beforehand. 4. Respect: We will treat you with respect and expect the same. Accord your classmates, guest speakers and instructors with courtesy. Since this is a class on new media, computers are encouraged. However, please keep your activities associated with class do not check , play games, or type anything but lecture notes. All cell phones MUST be set to silent. Snacks are welcome, but please do not eat while guest speakers are present. Participation in class is encouraged, but please do not talk while others are speaking. 5. Professionalism: Professionalism for this class means giving every project and assignment your best possible effort; it means being on time and meeting deadlines; and it means conducting yourself in a manner that is appropriate to the policies and culture of a particular environment. 6. Incompletes: The interim grade Incomplete may be assigned when a student's work is of passing quality, but a small portion of the course requirements is incomplete for good cause (e.g. illness or other serious problem). It is the student s responsibility to discuss with the instructor the possibility of receiving an I grade as opposed to a non passing grade. The student is entitled to replace this grade by a passing grade and to receive unit credit provided they complete the remaining coursework satisfactorily, under the supervision of and in a time frame determined by the instructor in charge, but in no case later than the end of the next academic quarter. At that time, the Registrar will cause all remaining Incompletes to lapse to the grade "F". Note: Receiving an I does not entitle a student to retake all or any part of the course at a later date. 7. Student Behavior: Student behavior involving cheating, copying other s work, and plagiarism are not tolerated and will result in disciplinary action. Students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at PLEASE NOTE THAT ALL COURSE GRADES ARE FINAL ### PROJECT: New Media (Digital) Marketing Plan & Strategy Project There will be one major project during the term. For any company of your choice (real or hypothetical), students will use outline in Chapter #1 (emarketing strategy) of Stokes s emarketing textbook to develop: 1. A New Media (Digital) Marketing Plan & Strategy * for the company. * See: 1.7 Crafting a Digital Marketing Strategy (6 steps), Chapter 1 (4th edition): pp of Stokes s emarketing and answer all of the questions. Note: This is Chapter 2 of the 5th edition and the 6 steps in section 2.7.

5 Metrics is part of Objectives in the 5th edition. Also (4th edition): Step #1 should include Porter s Five Forces and SWOT analyses. Step #4 should include the Tactics you ll use to promote your for digital asset in #2 (below). Step #5 of your New Media Marketing plan should identify specific Metrics to evaluate whether goals were reached as well as ROI calculation for digital asset in #2 (below). 2. Design ONE (1)* digital asset (Chapter #4) which will be used to implement your New Media Marketing Plan & Strategy to reach your objectives, e.g.: E Newsletter (with several examples). Website (Home Page and one secondary level page, e.g., landing page) or a Pinterest site (with several boards & several pins on each board). Blog (with several blog posts). Podcast (Audio or Video). YouTube type viral video (or several Vine or Instagram videos). Facebook page or app/application or game. Mobile app/application or mobile website (web pages optimized for mobile devices). PPC (Pay per Click) advertising campaign, e.g., using Google Adwords. * You can design more than ONE if you wish, but you MUST complete everything asked for in the project for ONE digital asset. Designing and completing ONE digital asset WELL is better than partially completing several digital assets (and your grade won t be as high as doing ONE asset WELL). However, you can design several digital assets, but be sure that ONE of them meets ALL of the project requirements (or your grade will be lower)! Note #1: If you can t actually *create* the digital asset, then you can create a mock up of it, e.g., copying and pasting to create the digital asset. Note #2: IMPORTANT: The digital asset *must* be something *new* you created during this course and that you have *not* done before. 3. Describe how the digital asset you designed enhances the success of your New Media (Digital) Marketing Plan & Strategy in reaching your objectives. NOTE: Be sure to complete ALL 3 of 3 parts of the projects. Please clearly identify #3 (of 3), so it ll be obvious to me how your digital asset aids your overall Digital Marketing Plan & Strategy. The final project should be between 7 to 15 pages in Microsoft Word (or PowerPoint equivalent).* You may volunteer to give a presentation to the class on your final project (15 20 minutes): Giving a brief background of your project, displaying/playing the digital asset you designed in #2 (above), and explaining what you were trying to accomplish with it. * Projects can be in either PowerPoint or Word formats (or both), but in any case you need to

6 adequately address all six (6) of Stokes steps for your emarketing plan/strategy in your executive summary as well as completing #1 3 above. Don t forget #3 (of 3)! This project will teach the student how to prepare a New Media Marketing Plan and the inter related Strategy involved in implementing the Plan as well as how to accomplish it. The New Media Marketing Plan & Strategy Project will be judged by the Instructor on how well the student addresses *ALL* factors of the project (#1 3 above and each step of your 6 step plan/strategy). ### COURSE OUTLINE **We will have guest speakers To be announced** Topics subject to change Note: Practical/Strategy Segments will also be included throughout class see below for more information. Class #1 Overview of Course Introductions Chapter vii (Quirk): The Internet Chapter 1 (Quirk): Digital Marketing Strategy Homework Assignment #1: 1a) What is New Media Marketing and why do you think it s important? Find a brief definition you like on the web (other than Wikipedia), copy it, and provide the link to the website, blog, slideshow, video, etc. you found it on and then tell me why you think NMM is important. 1b) TBA (To be announced in first class). 1c) TBA (To be announced in first class). Note: other Assignments will be added as the course progresses IMPORTANT: Please do Quirk reading(s) BEFORE each class. Class #2 Chapter 2 (Quirk): Market Research Chapter 3 (Quirk): Crowdsourcing Class #3 Chapter 4 (Quirk): Web Development and Design Chapter 5 (Quirk): Writing for the Web Chapter 6 (Quirk): Mobile Development Project: Create/select a company to: 1. Define Online Opportunity 2. Select Strategic approach 3. Deliver Results

7 4. Measure Results Class #4 Chapter 7 (Quirk): Marketing Class #5 Chapter 8 (Quirk): Online Advertising Chapter 9 (Quirk): Affiliate Marketing Chapter 10 (Quirk): Search Engine Marketing Class #6 Chapter 11 (Quirk): Search Engine Optimization Chapter 12 (Quirk): PPC Advertising Chapter 13 (Quirk): Video Search Engine Optimization Class #7 Chapter 14 (Quirk): Social Media Channels Chapter 15 (Quirk): Social Media Strategy Class #8 Chapter 16 (Quirk): Web PR Chapter 17 (Quirk): Online Reputation Management Class #9 Chapter 18 (Quirk): Mobile Engagement Chapter 19 (Quirk): CRM Class #10 Chapter 20 (Quirk): Web Analytics Chapter 21 (Quirk): Conversion Optimization Guest Speaker: ecommerce (TBA) Class #11 Final Presentations Review and Wrap up FINAL PROJECT DUE: Midnight of last class #11 New Media Marketing Plan & Strategy ### Practical/Strategy Sessions Throughout the course we will have informal practical/strategy sessions showing topics such as: Note: Topics are subject to change. SEO (Search Engine Optimization) SEM (Search Engine Marketing)

8 AdWords & Adsense (online contextual advertising) Twitter LinkedIn Facebook Blogging Podcasting Slideshare (Presentation/Document sharing) Flickr & Instagram (Photo sharing) Pinterest (Photo/link sharing) YouTube and possibly Vine & Instagram (Viral Videos) And possibly more/other topics