Marketing in the 21 st Century Syllabus Fall 2013 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 is 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), a popular and ever-growing Web marketing application. Course Text The New Rules of Marketing and PR (New 3 rd Edition) David Meerman Scott Additional Optional Text Web Analytics, An Hour a Day Avinash Kaushik Landing Page Optimization Tim Ash Don t Make Me Think Steve Krug The Ultimate Guide to SEO Jon Rognerud Your Marketing Sucks Mark Stevens Grading/Evaluation Students will be evaluated on attendance, class participation, online participation, and the final project. Class attendance is critical this is a fast-paced course. Grades will be based on the following factors: Attendance 25% Assignments 20% Participation 25% Final Project 30% Marketing in the 21 st Century BUSAD X402.2 10 meetings, October 1 st December 3 rd
2 Final Project A final project documenting what you have learned about web marketing is due at the end of this course. The project can be a document (Word or PDF) or PowerPoint or other interactive presentation. 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. Projects will be due on the last day of class, and should be emailed to the instructor. Group work is acceptable with prior approval. Late projects will not be accepted. The final project can include the following: Company Overview Product and/or Service Description 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 E-mail Online Advertising Social Media Affiliate Marketing Website optimization/analytics Viral Marketing Traditional Media Online Networking 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! Class Website: Links from class discussions will be posted on Facebook at www.facebook.com/ dowitcherdesigns. Additional resources will be available on www.dowitcherdesigns.com.
3 Instructor Contact Information: Amber Wallace 805.681.1930 amber@dowitcherdesigns.com Emails to the Class: Instructor may email the class relevant links via email or comments via Facebook. Instructor will respect the privacy of all email addresses. Additional Reading: See the option text heading for additional reading. Instructor can also recommend additional books on the topic of web marketing. Also see online resources for important blogs and online resources. Class One October 1, 2013 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 page www.facebook.com/dowitcherdesigns for class discussions Take the Online Survey Respond to Facebook questions about the reading & web marketing discussions Class Two October 8, 2013 Class 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) Class Two Assignments: Reading: The New Rules of Marketing and PR Chapters 13, 14, and 22
4 Class Three October 15, 2013 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 11 Optional Create an AdWords campaign Class Four October 22, 2013 Additional Online Advertising Opportunities Affiliate Marketing Landing Pages CRM Systems & Marketing Automation Email Marketing Online PR Class Four Assignments: Reading: The New Rules of Marketing and PR Chapters 19, 20, and 21 Class Five October 29, 2013 In-class Web Marketing Assignment Class Five Assignments: Reading: The New Rules of Marketing and PR Chapters 4 and 15 Plan for Final Project
5 Class Six November 5, 2013 Why Social Media? Terminology Search Engine Marketing Goes Social Class Six Assignments: Reading: The New Rules of Marketing and PR Chapters 5, 16, and 17 Class Seven November 12, 2013 Social Media In-Depth Facebook Blogging Microblogging Class Seven Assignments: Reading: The New Rules of Marketing and PR Chapters 8, 9, and 12 Identify one online marketing campaign, what did or didn t work, and be prepared to discuss it Optional Create a blog Class Eight November 19, 2013 Additional Social Media Platforms, including LinkedIn Video Marketing Photo Sharing Networks Wikis Podcasts Emerging Tools & Communities Social Strategies Class Eight Assignments: Reading: The New Rules of Marketing and PR Chapters 6 and 18 Work on Final Projects
6 Class Nine November 26, 2013 Online Privacy Concerns Web Analytics Measuring & Adapting Campaigns Web Marketing Checklist Class Nine Assignments: Reading: The New Rules of Marketing and PR Chapter 23 Complete Final Project! Class Ten December 3, 2013 Final Project Due! Class Discussion Project Presentations Make it Happen Web Marketing Plan Execution Tracking and Evaluating your Marketing Efforts Save a tree don t print your project! Email your final project to amber@dowitcherdesigns.com