Syllabus

COURSE SYLLABUS

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.

Week One

TOPICS COVERED IN CLASS

COURSE OVERVIEW

READINGS DUE FOR CLASS

Week Two

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

Week Three

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)

Week Four

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

Week Five

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

Week Six

TOPICS COVERED IN CLASS

Unit 3:

Advertising Overview

READINGS DUE FOR CLASS

Unit 3:

Forbes: What’s next for Native ads, July 2013.

http://www.forbes.com/sites/lewisdvorkin/2013/07/08/inside-forbes-whats-next-for-native-ads-controversy-gives-way-to-market-realities/

TechCrunch: BuzzFeed’s Future …

http://techcrunch.com/2014/08/12/buzzhome/

Unit 3:

Affiliate Advertising Case Study: Ebay

Unit 3:

Ebay Case

Week Seven

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.

Week Eight

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/

Week Nine

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

Week Ten

TOPICS COVERED IN CLASS

Unit 5:

Online Listening

READINGS DUE FOR CLASS

Unit 5:

Case Study: Ford Fiesta

Unit 5:

Ford Fiesta Case

Week Eleven

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/

Week Twelve

TOPICS COVERED IN CLASS

Unit 5:

Guest Speaker

READINGS DUE FOR CLASS

EXAM 2

Week Thirteen

TOPICS COVERED IN CLASS

Unit 6:

Making Decisions with Google Analytics

READINGS DUE FOR CLASS

No formal class-group project work day

Week Fourteen

TOPICS COVERED IN CLASS

Unit 6:

Guest Speaker

READINGS DUE FOR CLASS