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 email 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:
0-9710233-2-8
Advertising Interactively, 2
ndEdition
By Rob Graham
LearningCraft Press, ISBN:
0-9710233-1-X
Suggested Reading:
Why We Buy: The Science of Shopping
By Paco Underhill
Simon and Schuster ISBN:
0-684-84913-5
The Ten Demandments
By Kelly Mooney (with Laura
Bergheim)
McGraw-Hill ISBN: 0-07-138739-0
What Sticks
By Rex Briggs and Greg Stuart
Kaplan Publishing ISBN: 1-4195-8433-2
Waiting For Your Cat To Bark?
By Bryan and Jeffrey Eisenberg
Nelson Business ISBN: 0-7852-1897-1
Permission Marketing
By Seth Godin
Simon and Schuster ISBN:
0-684-85636-0
The Cluetrain Manifesto
By Rick Levine, Christopher Locke, Doc
Searls, David Weinberger
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 Lesson Objective: Lesson Points: Assignment: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.
¾ Purchase/download required texts
¾ Reading: Chapter One, Advertising Interactively
¾ Reading:” In CyberSpace, No One Can Hear You Shop” – Why We Buy
¾ Reading: ‘The Cluetrain Manifesto’, The Cluetrain Manifesto
02- 02/07/08 Lesson Objective: Lesson Points: Assignment:
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
¾ Reading: Chapters 2-4, Advertising Interactively
03- 02/14/08
Lesson Objective:
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.
Lesson Points:
Assignment:
• 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?
¾ Reading: Chapter 2, Fishing From A Barrel ¾ Discussion Question #1 04- 02/21/08 Lesson Objective: Lesson Points: Assignment:
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 ¾ Reading: Chapter 3, Fishing From A Barrel
Note: This lesson will be an online video lecture. No class meeting this week.
05- 02/28/08 Lesson Objective: Lesson Points: Assignment:
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?
¾ Reading: Chapter 5, Fishing From A Barrel ¾ Group Research - Project 1
06- 03/06/08 Lesson Objective: Lesson Points: Group Presentations ¾ Mid-term paper due
Assignment: 07- 03/13/08 Lesson Objective: Lesson Points: Assignment:
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 ¾ Discussion Question #2 08- 03/20/08 Lesson Objective: Lesson Points: Assignment:
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
¾ Mid-Term Paper – Topic to be assigned
09- 04/03/08 Lesson Objective: Lesson Points: Assignment: Understanding Email
To provide learners with an overview of the true promise that email marketing offers both marketers and consumers, weighed against the onslaught of spam, fraud and other unsavory activities
• The promise of email: Has it been kept? • Monitoring effectiveness
• Email as a channel – not the message
¾ Reading: ‘Managing the Transformation from Intuition to Science’, What Sticks
¾ Discussion Question #3 10- 04/10/08 Lesson Objective: Lesson Points:
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
Assignment:
¾ Mid-term paper due
¾ Reading: ‘A Web of Interactivity’, Waiting for your Cat to Bark?
11- 04/17/08 Lesson Objective: Lesson Points: Assignment:
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 • ¾ Discussion Question #5 12- 04/24/07 Lesson Objective: Lesson Points: Assignment:
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
¾ Reading: ‘From Micromedia to Micromarkets’, Gonzo Marketing Note: This lesson will be an online video lecture. No class meeting this week.
¾ 13- 05/01/08 Lesson Objective: Lesson
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.
Points:
Assignment:
• 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
¾ Final Paper Assigned ¾ Discussion Question #6 14- 05/08/08 Lesson Objective: Lesson Points: Assignment:
Presentation of Final projects
To provide learners with an opportunity to showcase and explain their final projects to other members of the team.
¾ Work on final papers continues
15- 05/15/08
Lesson Objective:
Presentation of Final projects
To provide learners with an opportunity to showcase and explain their final projects to other members of the team.
