Spring 2014 Courses
Social Media Marketing:
An Introduction to Platforms, Tactics, and Tools
Saturdays, 9 a.m. – 1 p.m. | 1/25, 2/1, 2/8
Instructor: Robin Colner | DSMM 1010
This course is designed to provide an introduction to the operational mechanics and key marketing and communication strategies associated with Facebook, Twitter, LinkedIn, Google+, and Pinterest. Students will no longer be confused by all the hype associated with social media or overwhelmed by the prospect of tweeting, pinning, connecting, and updating their status. The course will also help business owners, professionals, and nonprofit managers understand how to hire, guide, and monitor social media professionals. In addition, participants will learn how to leverage social media to enhance their online reputation and expand their career opportunities.
Social Media Marketing:
Advanced Strategy, Execution, and Measurement
Tuesdays, 6 – 9 p.m. | 2/11, 2/25, 3/4, 3/11
Instructor: Robin Colner | DSMM 1020
As businesses, brands, professionals, and not-for-profit organizations increase their participation in social media marketing, it has become even more critical that social media strategies be effectively integrated into the overall marketing mix. In this course we will examine how to develop and implement a successful content-marketing strategy to engage customers and generate leads and sales through social media channels.
Through a combination of readings, case-study discussions, and exercises, we will examine the various paid promotional opportunities and inbound marketing techniques, including blogging, that provide the foundation for social media marketing. This course assumes that participants have a basic familiarity with the key social media sites, including Facebook, Twitter, LinkedIn, and YouTube. We will also review the common tools and metrics associated with monitoring and measuring social media engagement.
Creating Campaigns that Turn Prospects into Customers
Saturdays, 9 a.m. – 1 p.m. | 4/5, 4/12, 4/26
Instructor: Andrew Marino | DSMM 1310
More than 80 percent of consumers open e-mail advertisements. E-mail marketing produces an average return of $43.62 for every advertising dollar spent, creating more than a 4,000 percent return on investment (ROI). E-mail remains a vital marketing channel. It can influence buying decisions, especially when it is incorporated into an overall marketing plan that includes search, social, and mobile advertising strategies. This course will provide e-mail marketing tactics that businesses can use to enhance brand awareness and motivate sales conversions. Students will learn how to leverage third party lists, build their own in-house file of recipients, understand the legal issues related to CAN-SPAM compliance, design and execute a winning e-mail message, and gain insights on how to measure the results of e-mail campaigns.
Risks, Trends, and the Law
Tuesdays, 6 – 9 p.m. | 4/1, 4/8, 4/22, 4/29
Instructors: Lisa Grant and Frank Lulgjuraj | DSMM 1410
You and your data are targets! As people and organizations increase their presence and interactions online, managing
cyberrisk is even more critical in protecting digital assets. Cybersecurity risks are not unique to specific industries. They affect anyone who is online. This course provides the information you need to protect your business from a computer security breach, which could result in financial loss, loss of intellectual property, and damage to your brand’s positive reputation. The first half of the course provides an overview of the cyberthreats and trends you may face, and identifies possible solutions. The second half of the course offers a review of the relevant aspects of cyberlaw. Cyberlaw covers a broad spectrum of issues regarding intellectual property, privacy, freedom of speech, jurisdiction, digital transaction, and data security. Students will explore some of the more common “hot topic” legal issues that arise when using social media and managing digital assets, including digital rights management, cease and desist orders, copyright and fair use, U.S. patent law, and Amazon’s “One-Click” service.