Fall 2014/Spring 2015 Courses
Social Media Marketing:
An Introduction to Platforms, Tactics, and Tools
Saturdays, 9 A.M. – 1 P.M. | 10/11, 10/18, 10/25
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 II:
Advanced Strategy, Execution, and Measurement
Tuesdays, 6 – 9 P.M. | 11/4, 11/11, 11/18, 11/25
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.
Mobile Marketing Strategy:
Leveraging the Impact of the Third Screen
November 11/1, 11/8, 11/15
Instructor: TBA | DSMM 1210
More than 50 percent of the U.S. population owns a smartphone and more than 40 percent of time on the device is spent engaging with digital media. Mobile is becoming an increasingly important marketing channel. Brands and agencies are focusing on ways to satisfy the increasing consumer demand for content and applications that can be accessed while on the go. This course will offer an in-depth analysis of all facets of mobile marketing, including SMS (text) campaigns, QR codes, mobile applications, mobile advertising, location-based services such as Foursquare, and mobile optimized websites. Students will gain an understanding of how to develop and implement a mobile strategy for the near term and the future as capabilities and budgets increase in scale.
Search Engine Marketing:
An Overview of Paid Search Advertising, Search Engine Optimization (SEO) and Web Analytics
Saturdays, 9 A.M. – 1 P.M. | 11/22, 12/6, 12/13
Instructor: David Hoffman | DSMM 1110
Ever since the Web was launched close to 20 years ago, business owners, online marketers, content managers, professional service providers, website developers, web masters and entrepreneurs have needed to focus attention and resources on improving their position in search engine response results and on driving traffic to their websites. Google and the other search engines are continually refining the algorithms they use to assign rankings. This course will provide an overview of the key techniques used to optimize the content on a website and landing page, including keyword research and analysis, meta tagging, link building, and blogging. Students will learn how to integrate paid search Adwords advertising, on-site optimization and social media marketing to form the core of a successful online marketing effort. In addition, students will develop an understanding of how to use Google Analytics data to improve their online conversion rates.
Creating Campaigns to Acquire and Retain Customers
Instructor: Reggie Brady | DSMM 1310
E-mail is a vital marketing medium. E-mail marketing produces an average return of $39.40 for every advertising dollar spent, and e-mail has the highest return on investment (ROI) of any digital or offline channel. It can influence buying decisions, especially when incorporated into a plan that includes search, social, and mobile marketing. E-mail is also a strong communications tool for sharing content and nurturing leads. This course will provide e-mail marketing strategies and tactics that businesses can use to enhance brand awareness and motivate sales conversions. Students will learn how to build their own in-house file of recipients, understand the legal issues related to CAN-SPAM compliance, design winning e-mails that generate response, understand how to leverage advanced techniques to make a program more relevant and responsive, and gain insights on how to measure the results of e-mail campaigns.
Risks, Trends, and the Law
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 cyber risk 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 transactions, 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.