Teach this university-level digital marketing course, structured into a 16-week semester with a comprehensive course load. Reference provided lecture material and assigned readings to help guide your digital marketing class.
COURSE SYLLABUS
TOPICS COVERED IN CLASS
COURSE OVERVIEW
READINGS DUE FOR CLASS
TOPICS COVERED IN CLASS
Unit 1:
The Consumer Journey Online
READINGS DUE IN CLASS
Unit 1:
Lee, Bill “Marketing Is Dead.” Harvard Business School Publishing, 2012. Online. https://goo.gl/f8BVq9
Edelman, David. “Four ways to get more value from digital marketing,” McKinsey & Company Insights. 2010. Online. http://goo.gl/FA8zRX
TOPICS COVERED IN CLASS
Unit 1:
Case Study: The Big Skinny
READINGS DUE FOR CLASS
Unit 1:
Big Skinny Case Study
Unit 2:
Search Overview Content Marketing
Unit 2:
Winning the Zero Moment of Truth,” from Think with Google. Link to PDF: https://ssl.gstatic.com/think/docs/2011-winning-zmot-ebook_research-studies.pdf
YOUtility: Prologue and Chapter 12 (There is a digital reserve on class website)
TOPICS COVERED IN CLASS
Unit 2:
Websites and SEO
READINGS DUE FOR CLASS
Unit 2:
The Beginners Guide to SEO,” SEOMoz. Chapters 1-5. http://static.seomoz.org/files/SEOmoz-The-Beginners-Guide-To-SEO-2012.pdf
Unit 2:
Keyword Planning
TOPICS COVERED IN CLASS
Unit 2:
UX/UI Guest Speaker
READINGS DUE FOR CLASS
Unit 2:
Case Study: Hubspot
Unit 2:
HubSpot: Inbound Marketing and Web 2.0
Thomas Steenburgh; Jill Avery; Naseem Dahod
TOPICS COVERED IN CLASS
Unit 3:
Advertising Overview
READINGS DUE FOR CLASS
Unit 3:
Forbes: What’s next for Native ads, July 2013.
TechCrunch: BuzzFeed’s Future …
Unit 3:
Affiliate Advertising Case Study: Ebay
Unit 3:
Ebay Case
TOPICS COVERED IN CLASS
Unit 4:
Email Marketing
READINGS DUE FOR CLASS
Unit 4:
Green, Joshua. “The Science Behind Those Obama Campaign E-Mails,” November 29, 2012. Business Week. Online. http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails
Madrigal, Alexis. “Email Is Still the Best Thing on the Internet,” August 14, 2014. The Atlantic, Online. http://www.theatlantic.com/technology/archive/2014/08/why-email-will-never-die/375973/
EXAM 1
The exam will cover Units 1-4.
TOPICS COVERED IN CLASS
Unit 5:
Facebook Ads Deep Dive
READINGS DUE FOR CLASS
Unit 5:
Facebook Cuts Brands’ Reach Once Again
http://adage.com/article/digital/facebook-cuts-brands-organic-reach/295881/
Say Goodbye to Facebook Organic Reach
http://www.engagesciences.com/goodbye-facebook-organic-reach/
Unit 5:
Social Overview
Unit 5:
Mulready, Rick. “Three Simple Ways to Measure Your Social Media Results”, Social Media Examiner. http://www.socialmediaexaminer.com/3-strategies-to-measure-your-social-media/
TOPICS COVERED IN CLASS
Unit 5:
Guest Speaker
READINGS DUE FOR CLASS
Unit 5:
L’oreal Case
Unit 5:
Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris: Katrina Bens; David Dubois
TOPICS COVERED IN CLASS
Unit 5:
Online Listening
READINGS DUE FOR CLASS
Unit 5:
Case Study: Ford Fiesta
Unit 5:
Ford Fiesta Case
TOPICS COVERED IN CLASS
Unit 5:
Guest Speaker
READINGS DUE FOR CLASS
Unit 6:
Analytics Overview
Unit 6:
Gerber, Scott. “Nine Data Sets Every E-Commerce Company Should Measure,” August 26, 2013. Mashable.com. http://mashable.com/2013/08/26/9-data-sets-every-e-commerce-company-should-measure/
TOPICS COVERED IN CLASS
Unit 5:
Guest Speaker
READINGS DUE FOR CLASS
EXAM 2
TOPICS COVERED IN CLASS
Unit 6:
Making Decisions with Google Analytics
READINGS DUE FOR CLASS
No formal class-group project work day
TOPICS COVERED IN CLASS
Unit 6:
Guest Speaker
READINGS DUE FOR CLASS
Digital Marketing Strategy Group Presentations
TOPICS COVERED IN CLASS
Digital Marketing Strategy Group Presentations
READINGS DUE FOR CLASS
Digital Marketing Strategy Group Presentations
TOPICS COVERED IN CLASS
Digital Marketing Strategy Group Presentations
READINGS DUE FOR CLASS
Digital Marketing Strategy Group Presentations
Downloadable Syllabus
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