COURSE SYLLABUS AND OUTLINE Course Title: New Media Marketing Course #: X 460.394 Quarter: W inter, 2011
Instructor: Karl Kasca Office: (626) 795-9568 Fax: (626) 795-9569
E-mail: [email protected] Meeting Times: Wednesdays 6:30-9:30pm / January 5 - March 23, 2011
Location: UCLA: 4000A Math Sciences Office Hours: Available by phone, by appointment
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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 the Internet, the digital revolution, and the technological pace of change have dramatically changed the way products are marketed, promoted, and sold. To succeed in this new economy, marketing and advertising concepts must embrace evolving phenomena, such as Facebook, YouTube, MySpace, Twitter, podcasts, webinars, and blogs, social networking and virtual communities, mobile devices, and geo-local. You must learn to use these new tools and concepts to their optimal advantage to maintain an edge in today's economy. Since email is still the best lead generation program for companies (followed closely by website registrations), this course explores email marketing, SEO (Search Engine Optimization), SEM (Search Engine Marketing), 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.
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
Social media (and social networking) are subsets of New Media Marketing. Required Readings
Course Text:
eMarketing: The Essential Guide to Online Marketing, Rob Stokes, Quirk eMarketing; 2nd Edition (Jan 26, 2009), ISBN-13 978-0-620-43063-0
o Note: According to the publisher, the 4th Edition of eMarketing should be available in early February at which point we’ll switch to the newest edition and material.
http://www.blogs.com/topten/top-10-new-media-marketing-blogs/ - Top 10 New Media Mktg Blogs
http://marketing.alltop.com/ - 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 20%
FINAL Project/Presentation 60%
PLEASE NOTE THAT ALL COURSE GRADES ARE FINAL 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 12th class. The exams and the “New Media Marketing Plan” Project are designed to test the knowledge of the student’s application of what they have learned to a “real-world” environment.
“New Media 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 18 (eMarketing strategy) of Stokes’s eMarketing textbook to develop:
1) The Executive Summary of a “New Media Marketing Plan & Strategy”* for the company. * See: Developing a Marketing Plan (7 steps), Chapter 18: pp. 322-326 of Stokes’s eMarketing. - And see #4) below re: Step #7 (Track, Analyze, Optimize) of Executive Summary.
2) Design an application of at least one of the following Internet tools which will be used to implement your New Media Marketing Plan & Strategy:
a. E-Newsletter (with several examples) along with tweet(s) promoting the e-newsletters. b. The Home Page of a web site and one secondary level page, with SEO keywords. c. A Blog (illustrating several blog posts) with graphics, widgets/plugins, blogroll, etc. d. A Podcast (Audio or Video) along with a hypothetical web page, blog post, eNewsletter
or email showing brief description of your Podcast as well as tweet(s) promoting it. e. YouTube-type viral video along with web page, blog post, eNewsletter or email as well
as tweet(s) promoting it.
f. A Facebook app/application/game or a Facebook page (formerly called “fan page”) g. A Mobile app/application or mobile website (web pages optimized for mobile devices) h. A PPC (Pay per Click) advertising campaign, e.g., using Google Adwords.
- Note #1: If you can’t actually *do* the application, then you can create a mock-up of it. - Note #2: IMPORTANT: The application *must* be something *new* you created during this course and that you have *not* done before.
3) Describe within your executive summary how the application you designed enhances the success of your New Media Marketing Plan & Strategy.
4) Step #7 of Executive Summary of New Media Marketing plan should identify specific Metrics to evaluate whether goals were reached as well as ROI calculation for application in #2 (above). The final project should be between 5 to 15 pages in Word (or PowerPoint equivalent).*
You may volunteer to give a presentation to the class on your final project (10-20 minutes): Giving a brief background of your project, displaying/playing the application 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 adequately address all seven (7) of Stokes’ steps for your eMarketing plan/strategy in your executive summary as well as completing #1-4 above.
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 (#1-4 above and each step of your 7-step plan/strategy). Course Conduct
This course will be conducted to the highest professional and academic standards in order to optimize the learning experience for each student.
Please note that ALL COURSE GRADES ARE FINAL.
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.
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 www.uclaextension.edu.
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COURSE OUTLINE (note: “Practical/Strategy Segments” will also be included throughout class) Class #1
Overview of Course Introductions
Chapter 1 (Quirk): Introduction Chapter 2 (Quirk): Email Marketing
Homework Assignment #1:
o Read New Media Marketing blog post* and all comments and answer question: “What do you think New Media Marketing is and why?”
* http://bit.ly/6lyFly [www_chrisbrogan.com]
o Note: other Assignments will be added as the course progresses…
Class #2
Chapter 12 (Quirk):W eb Site Development and Design
Class #3
Chapter 17 (Quirk): Market Research Chapter 18 (Quirk): eMarketing Strategy
Project:
o Create/select a company to:
1. Define Online Opportunity 2. Select Strategic approach 3. Deliver Results
4. Measure Results
Class #4
Chapter 6 (Quirk): Search Engine Optimization Class #5
Chapter 5 (Quirk): Search Engine Marketing Chapter 7 (Quirk): PPC Advertising
Class #6
Chapter 10 (Quirk): Online Reputation Management Chapter 11 (Quirk): W eb PR
Class #7
Chapter 8 (Quirk): Social Media Chapter 9 (Quirk): Viral Marketing Class #8
Chapter 13 (Quirk): Online Copywriting Chapter 15 (Quirk): Mobile Marketing Chapter Class #9
Chapter 14 (Quirk): W eb Analytics and Conversion Optimization Class #10
Chapter 3 (Quirk): Online Advertising Chapter 4 (Quirk): Affiliate Marketing
Class #11
Chapter 16 (Quirk): Customer Relationship Management (CRM) Chapter NEW (Quirk): Crowdsourcing
Class #12
Final Presentations Review and Wrap-up
FINAL PROJECT DUE: Midnight of last class #12 (3/23/11) “New Media Marketing Plan & Strategy”
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Practical/Strategy Sessions
Throughout the course we will have practical/strategy sessions showing: SEO (Search Engine Optimization)
SEM (Search Engine Marketing)
AdW ords & Adsense (online contextual advertising) Twitter
LinkedIn Facebook Blogging Podcasting
Slideshare (Presentation/Document sharing) Flickr (Photo sharing)
YouTube (Viral Videos) And more…
