Syllabus: Digital Marketing Strategies

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Course I nformati on :

Dates: Tuesdays February 2 – April 12, 6 – 9PM

Note: No class on Tuesday, March 8 – University Spring Break

Instructor Information:

Name: Lou Perseghin

Email: [email protected]

Email Policy: I will return your email within 1 business day. If an email 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 strategy 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 strategy 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, email 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 strategy and gather case study samples during in-class assignments.

Course Objectives /Learning Objectives:

• 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 strategy to increase traffic and engagement

CE 2231C

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Spring 2016

CO U R SE

RE SO U R C E S

No additional software is required for this course. All readings will be provided via print or email.

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 email.

CO U R SE

AC T I V I T I E S

Work sh op s Gu e st Sp eak er s

CO U R SE

PO L I C I E S

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 email 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 email with as much notice as possible.

Students who withdraw from a course must do so in writing. Nonattendance does not constitute an official withdrawal.

UN I V E R S I T Y

PO L I C I E S

:

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: http://cs.uarts.edu/ce/policies#academichonesty/integritypolicy

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: http://cs.uarts.edu/uploads/media_items/student-code-of-conduct.original.pdf

GR A D I NG:

Your grade will be based on the following:

Component Points Participation (incl Responses) 40%

Course Assignments 40%

Final Portfolio + Statement 20%

Total 100%

Your grade will be calculated using the following scale:

Grade Percentage Range Grade Point

A 100 – 93% 4.0 A- 92 – 90% 3.67 B+ 89 – 87% 3.33 B 86 – 83% 3.0 B- 82 – 80% 2.67 C+ 79 – 77% 2.33 C 76 – 73% 2.0 C- 72 – 70% 1.67 D+ 67 – 69% 1.33 D 63 – 66% 1.0 F 59% or less 0.0 P Pass -

SC H E D U L E

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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 strategy? Assignment/

Readings

 Identify an organization for which you will develop a digital strategy

Week 2 Feb. 9

Content Strategy

 Developing a content plan based on marketing goals  Different types of content sources, strengths / weaknesses

Assignment  Plan for the content types you will use in your marketing strategy

Week 3

Feb. 16 Social

 Current social trends / the case for social effort  Channel strengths / weaknesses

 Techniques to drive traffic to and from social  Case studies

Assignment

 Select social channels that will be a part of your digital strategy with high-level goals for each

 Create social media influencers plan and target list

Week 4 Feb. 23

Creative Campaigns

 Case studies

 Discuss best practices / timelines

 In class assignment: Pick out a creative campaign

Assignment  Brainstorm 2-3 create creative campaigns for your digital strategy

Week 5 Mar. 1

Email

 Discuss email marketing campaigns  Creating opportunities to subscribe  How does this connect to social, website?  Case studies

Assignment  Create an email campaign schedule and sample email to include subject line(s), headlines, calls to action and imagery.

SEO / SEM / _

 Discuss SEO keywords and advertising

Assignment  Research keywords and create keyword database for your organization.

Week 7 Mar. 22

Marketing Automation

 Streamlining the process of marketing  Tools to automate your digital presence

Assignment  Identify appropriate areas to automate in your marketing strategy

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

Assignment  Define measures of success for your strategy and set appropriate benchmarks for measurement

Week 9 Apr. 5

Digital Strategy / Work Session

 Workshop strategy ideas ahead  Preview a full digital strategy  Build out your final project Assignment  Finish building final project

Week 10 Apr. 12 Class Wrap-Up/ Presentation

 Review of class objectives  Presentation of final projects  Course review