Technologies for Interactive Marketing - USC Searchweb-app.usc.edu/soc/syllabus/20173/32072.pdf ·...
13
Technologies for Interactive Marketing ITP 476 (4 Units) Fall 2017 Description This course will introduce you to the key technologies, concepts and strategies in growth hacking, digital and social media marketing. Class lectures, discussions, and projects will demonstrate how Internet and new media technologies (blogs, wikis, social networks, communities, search engines, crowdfunding…) are increasingly being used in marketing and advertising. For your final project, you will drive traffic, engagement and conversion for a specific project. Objective Course readings, discussions, lectures, projects, and exams are designed to: 1. Introduce students to important terms and concepts of lean startups and growth hacking 2. Provide students with a basic understanding of the new media technologies influencing current marketing practices 3. Advance students’ knowledge of the role that technology and new media can and should play in formulating and implementing customer development and marketing strategies 4. Provide students with hands-on experience with interactive marketing technologies: blogs, analytics, mobile devices and other social software 5. Provide industry relevant skills to enhance student career opportunities Prerequisites None Instructor Peter J. <<P.J.>> Leimgruber Information Technology Program Viterbi School of Engineering | University of Southern California Website https://backboard.usc.edu Contact Any questions related to the course and materials should be posted on Blackboard. For non-course questions or prospective students: Email: [email protected] Office Hours See black board Graders/TAs Lecture Mondays & Wednesdays 2:00-3:50 VKC 210
Transcript of Technologies for Interactive Marketing - USC Searchweb-app.usc.edu/soc/syllabus/20173/32072.pdf ·...
TechnologiesforInteractiveMarketing ITP476(4Units)
Fall2017
Description Thiscoursewillintroduceyoutothekeytechnologies,conceptsandstrategiesingrowthhacking,digitalandsocialmediamarketing.Classlectures,discussions,andprojectswilldemonstratehowInternetandnewmediatechnologies(blogs,wikis,socialnetworks,communities,searchengines,crowdfunding…)areincreasinglybeingusedinmarketingandadvertising.Foryourfinalproject,youwilldrivetraffic,engagementandconversionforaspecificproject.
Objective Coursereadings,discussions,lectures,projects,andexamsaredesigned to:
1. Introducestudentstoimportanttermsandconceptsofleanstartupsandgrowthhacking
2. Providestudentswithabasicunderstandingofthenewmediatechnologiesinfluencingcurrentmarketingpractices
3. Advancestudents’knowledgeoftherolethattechnologyandnewmediacanandshouldplayinformulatingandimplementingcustomerdevelopmentandmarketingstrategies
4. Providestudentswithhands-onexperiencewithinteractivemarketingtechnologies:blogs,analytics,mobiledevicesandothersocialsoftware
5. Provideindustryrelevantskillstoenhancestudentcareeropportunities
Prerequisites None
Instructor PeterJ.<<P.J.>>Leimgruber InformationTechnologyProgram ViterbiSchoolofEngineering|UniversityofSouthernCalifornia
Website https://backboard.usc.edu
Contact AnyquestionsrelatedtothecourseandmaterialsshouldbepostedonBlackboard. Fornon-coursequestionsorprospectivestudents: Email:[email protected]
OfficeHours Seeblackboard
Graders/TAs
Lecture Mondays&Wednesdays2:00-3:50VKC 210
2
OpenLabHours ITPoffersOpenLabuseforallstudentsenrolledinITPclasses.Theseopenlabsareheldbeginningthesecondweekofclassesthroughthelastweekofclasses.Hoursarelistedat:http://itp.usc.edu/labs/.
VirtualLab Inadditiontoopenlabhours,studentswillgetaccesstoavirtuallabthattheycanusefromtheirowncomputer.Thevirtuallabhasallthesoftwareneededforthecourse.InstructionsarepostedonBlackboard.
RequiredTextbook(s)
TheBeginner’sGuidetoSEO©2015,RandFishkin,SEOmoz.(FREE) https://moz.com/beginners-guide-to-seo Additionalrequiredbooksandreadingswillbeassignedinclassandpostedonblackboard.
OptionalTextbook(s)
RunningLean,2ndEdition©2012,AshMaurya,O‘Reily,ISBN-10:1449305172,ISBN-13:978-1449305178.Purchasehardcoverbookhere:http://www.amazon.com/Running-Lean-Iterate-Works-Series/dp/1449305172 PracticalGoogleAnalyticsandGoogleTagManagerforDevelopers©2015,JonathanWeber,Apress,ISBN-10:148420266X,ISBN-13:978-1484202661ASIN http://www.amazon.com/Practical-Google-Analytics-Manager-Developers/dp/148420266X GrowthHackingMarketing,2ndEdition©2014,RyanHoliday,Portfolio(Penguin),ASIN:B00TFR6OCM.PartofKindleOwner’sLendingLibraryandKindleUnlimited.Ifneeded,purchasethepaperbackorebookhere:http://www.amazon.com/Growth-Hacker-Marketing-Primer-Advertising/dp/1591847389
3
Software/Services
Google Analytics and related tools are the defacto industry standard for understanding digital engagement with audiences.
We have arrange for access to the highest tier of Moz Professional. Moz Professional is the leading search engine research and marketing tool used across the all industries. MozBar, which is a free plug-in for Chrome, is used throughout the class.
We have arrange for access to digital content intelligence tools used for market research, content research and media outreach. eMarketer is the first place to look for data and research on digital for business professionals who need to be prepared for the work ahead. Statista allows you to find statistics, consumer survey results and industry studies from over 18000 sources on over 60000 topics on the internet's leading statistics database. BuzzSumo is the platform for content marketing and SEO agencies to discover engaging content and outreach opportunities which are critical for content marketing and SEO campaigns. CisionPoint allows you to build media lists, distribute press releases, manage PR campaigns, monitor news coverage and analyze results.
We have arranged for you to have free access Hootsuite Academy for some required content for the class. Hootsuite is a social media management system that keeps track and manages your full social network channels.
4
You will also be eligible to earn a Hootsuite Certification at no charge. This will be part of your required activities for the class. This certification will enhance your chances of obtaining a job that involves social media. You will also be listed in Hootsuite’s directory of industry professionals and have access to other certified practitioners. The certification process involves viewing a required set of videos and passing an exam with a score of 95%. If you are successful, you will receive a certification you can attach to your resume.
We will be using the free version of MailChimp for email marketing and measurement. Primarily you will instrument MailChimp to interact with Google Analytics to measure the results of campaigns.
You will also be required to have various social media accounts. The specifics required will be assigned in class and posted on blackboard.
Microsoft Word and Excel will be required to edit worksheets. Powerpoint or Google Slides will be used for presentations. Additionalrequiredsoftwareandaccountswillbeassignedinclassandpostedonblackboard.
5
Grading Thecourseisgradedwiththefollowingweights: Participation 5% Business&TeamPresentation 5% Homework 20% ContentMarketingStrategy 25% Midterm 20% FinalPresentation 25% TOTALPOSSIBLE 100% Thereisnocurving.Studentswillreceivethegradesthattheyearn.
GradingScale Lettergradeswillbeassignedaccordingtothefollowingscale: 93%+ A90-92% A-87-89% B+83-86% B80-82% B-77-79% C+73-76% C70-72% C-69 D+67-68 D66 D-65andbelow FHalfpercentagepointswillberoundeduptothenextwholepercentage.Soforinstance,89.5%isanA-,but89.4%isaB+.
Homework Togethelponhomework,followthesesimplesteps ● Readthehomeworkinstructionscarefully ● Reviewthe“DiscussionBoard”sectionoftheBlackboardforumforother
studentquestionsandcommentsorpostaquestionyourselftobegintheforum.
● Ifyoucannotfindananswerabove,emailtheTAandme AllassignmentsmustbesubmittedtoBlackboard.
6
Policies Make-uppolicyforexams:Nomake-upexams(exceptformedicalorfamilyemergencies)willbeofferednorwilltherebeanychangesmadetotheFinalExamschedule. LateAssignments:Assignmentsturnedinafterthedeadlinewillautomaticallyhave10pointsperdaydeducted. ITPoffersOpenLabuseforallstudentsenrolledinITPclasses.Theseopenlabsareheldbeginningthesecondweekofclassesthroughthelastweekofclasses.Hoursarelistedat:http://itp.usc.edu/labs/. Beforeloggingoffacomputer,studentsmustensurethattheyhavesavedtheirwork(ontheirpersonalemailaccountsorflashdrives)createdduringclass.Anyworksavedtothecomputerwillbeerasedafterrestartingthecomputer.ITPisnotresponsibleforanyworklost.
7
StatementonAcademicConductandSupportSystems AcademicConduct Plagiarism–presentingsomeoneelse’sideasasyourown,eitherverbatimorrecastinyourownwords–isaseriousacademicoffensewithseriousconsequences.PleasefamiliarizeyourselfwiththediscussionofplagiarisminSCampusinSection11,BehaviorViolatingUniversityStandardshttps://scampus.usc.edu/1100-behavior-violating-university-standards-and-appropriate-sanctions/.Otherformsofacademicdishonestyareequallyunacceptable.SeeadditionalinformationinSCampusanduniversitypoliciesonscientificmisconduct,http://policy.usc.edu/scientific-misconduct/. Discrimination,sexualassault,andharassmentarenottoleratedbytheuniversity.YouareencouragedtoreportanyincidentstotheOfficeofEquityandDiversityhttp://equity.usc.edu/ortotheDepartmentofPublicSafetyhttp://capsnet.usc.edu/department/department-public-safety/online-forms/contact-us.ThisisimportantforthesafetywholeUSCcommunity.Anothermemberoftheuniversitycommunity–suchasafriend,classmate,advisor,orfacultymember–canhelpinitiatethereport,orcaninitiatethereportonbehalfofanotherperson.TheCenterforWomenandMenhttp://www.usc.edu/student-affairs/cwm/provides24/7confidentialsupport,andthesexualassaultresourcecenterwebpagesarc.usc.edudescribesreportingoptionsandotherresources. SupportSystems AnumberofUSC’sschoolsprovidesupportforstudentswhoneedhelpwithscholarlywriting.Checkwithyouradvisororprogramstafftofindoutmore.StudentswhoseprimarylanguageisnotEnglishshouldcheckwiththeAmericanLanguageInstitutehttp://dornsife.usc.edu/ali,whichsponsorscoursesandworkshopsspecificallyforinternationalgraduatestudents.TheOfficeofDisabilityServicesandProgramshttp://sait.usc.edu/academicsupport/centerprograms/dsp/home_index.htmlprovidescertificationforstudentswithdisabilitiesandhelpsarrangetherelevantaccommodations.Ifanofficiallydeclaredemergencymakestraveltocampusinfeasible,USCEmergencyInformationhttp://emergency.usc.edu/willprovidesafetyandotherupdates,includingwaysinwhichinstructionwillbecontinuedbymeansofblackboard,teleconferencing,andothertechnology.
8
CourseOutline Dates Lecture Reading Homework
Week1 8/218/23
Lecture:CourseOverview Lecture:DigitalMarketingMethodology
● DigitalMarketingMethod ● Experimentation ● DigitalConversionFunnel ● DigitalContentFunnel ● CaseStudies
Week2 8/288/30
IntroToFinalProject(willnotstartuntillater,thiswillgiveustheopportunitytostartthinkingaboutitearlier)Lecture:LeanStartups
Week3 09/0409/06
September4th–NOCLASS(LABORDAY)Lecture:GoogleAnalytics
● ExamineTrendsofsitesindifferentnichestogetafeelforcustomerbehavior,engagementandsalesfunnelvisualization.
● USCExample:100k+visits/month● ChooseNissanExample:Exploretheimpact
ofSEOw/dataaslead-inforSEO(Part1)
HandsOn:GoogleAnalytics&GoogleSearchConsole(WebmasterTools) Quick IntrotoSearchEngineOptimization
Beginner’sGuidetoSEO
NO HW DUE
9
Week4 09/1109/13
SelectTeams–Teamsof3 SEOWEEK!Lecture:SearchEngineOptimization
● On-Site(Technical)SEOPart2 ● PerforminganSEOAudit ● Explorationofadditionaltools/software● Howtoactionablypresent/reportSEO
findings. HandsOn:SEOAuditofselectedWebsiteHandsOn:Moz,SEMRush,MajesticSEO
WatchSelected“WhiteboardFriday”videosonMoz.
HW1Due:GoogleAnalytics
Week5 09/1809/20
FinalizeTeamsForProjectBeginContentMarketingDiscussdetailssurroundingthefinalproject&teampresentations&upcominghomeworkassignmentsmovingforward. Lecture:ContentMarketingStrategy–OverviewandSEO/Linkbuilding
● InboundMarketing-Overview ● MarketingChannels-explorewhich
channelsareagoodfitandwhy. ● GuestBlogging-Whatisguestbloggingand
whyit’ssupereffective.Howtofindguestbloggingopportunities.
● ManualOutreachtoThoughtLeaders&Influencers-Who/Howtoreachout,Strategiesforeffectiveness,Toolsforprospecting
HandsOn:Goals,TargetMarket&MarketingCollateral
IntegratingPRintoyourSEOStrategy(article&video)
HW2Due: SEO&Tools
10
Week6 09/2509/27
ContinueContentMarketingContentMarketingStrategy-ExecutingThePerfectCampaign
● Howtodefineandsetrealisticcontentmarketinggoals
● IdentifyingPersonas,TargetMarket, Messaging&Position
● Whichdistributionchannelsworkandwhy?
● MarketingCollateral:Howtocreateadditional/supportingcontentforasuccessfulcampaign.
● Creatingtheultimateblogger/publisheroutreachkit.
Finalizetargetcompanyforproject.
Finalizetargetcompanyforproject.MUSTKNOWWHO/WHATYOUAREWORKINGONFORTHEFINALBY09/25
Week710/0210/04
Lecture:CreatingAwesomeContent!
● Showexamplesofbrandsthathavecreatedgreatcontentandhowtheydidit.
● Howtoleveragetheresearchtoolstounderstandhowtobestconnectwithconsumers.
● HowtodeterminewhichtypesofcontentisappropriateforvarioustypesofbrandsAdditionalContent:ExploringHowtoCreate&WhentoLeverageOtherTypesOfContent
● Infographics● Memes● Slideshares● Whitepapers/How-toGuides
HandsOn:Lookatreallifee-commercebrandandbrainstormtheories/ideasforgrowth. HandsOn:eMarketer,Statista,Cision
NoHomeworkDue
11
Week8 10/0910/11
TeamPresentation#1Reviewmaterialcoveredtodate.Nonewlecturetoday.RecapofGoogleAnalytics&SEOExamreview!
TeamPresentation1:Business&TeamBeginHW3:Duebeforenextclass.Findexamplesofbrandsdoinggreatcontentmarketinginselectedverticals.Whatworkedandwhy?
Week9 10/1610/18
Midterm:DigitalMarketingMethodology,Analytics,SEO&ContentMarketingStrategy DigitalContentFunnel&CRO(ConversionOptimization)
● Blog/LandingPage-Whatpageconvertandwhy?Explorecalls-to-action,pagedesign,andthepsychologyoflayout.
● SocialMedia-Usingsocialmediaeffectivelyforcontentdistribution.Connectwithcustomers,responding,engagement.Keepingaconsistentbrandidentity/voice
● Newsletter&Email-Howtokeepyourcurrentcustomersengaged,howtonurturecustomerswhoaren’treadytobuy,howtogetbetteropen-rates,click-thrusandconversion
HandsOn:Unbounce&Mailchimp.Reallifee-commerceexampletotry/testtheories.
HW3Due: Findexamplesofbrandsdoinggreatcontentmarketinginselectedverticals.Whatworkedandwhy?
Week10 10/23 10/25
NoHomeworkDue
12
Week11 10/3011/1
SprintPlanning:Updates,Metrics&LessonsLearnedUpdateOnTeamProjects–ThinkingAboutContentMarketing/SEOStrategies Lecture:SocialMedia
● Discoverability,GrowingYourAudience/Channels
● Market-Brandidentity/voiceforeach. ● PaidvsFree-Introintostrategiestogrow
audienceanddrivesaleswithsmallmarketingbudget.Hofree-paidchannelscanbeusedharmoniously.
● CreatingSocialMediaCalendar HandsOn:Unbounce,Hootsuite&SocialMediaCalendar
Lookingforupdates/ideasforyourclients.Greattimetoaskquestionsandgetfeedback.
Week12 11/611/8
TeamPresentation#2SprintPlanning:Updates,Metrics&LessonsLearned Lecture:GrowthHacking
● Thislecturewerecapallofthestrategiesweexplored in the class and zoom inand thechannels thatcanbe leveragedspecificallyfocusedaroundhigh-speeduseracquisition.
● How can we piece together differentstrategiestocreatenewideas/strategies?
HandsOn:TBD
Reading:TheDefinitiveGuidetoGrowthHacking
TeamPresentation#2:SEOandContentMarketingStrategy.HW4Due: SocialMedia
13
Week13 11/1311/15
SprintPlanning:Updates,Metrics&LessonsLearned Lecture–Crowdfunding/Kickstarter
● Exploresuccessfulcampaignsandwhytheyworked.
● UsingCrowdfundingasalaunchstrategy● Howtogenerateawarenessusing
strategiespreviouslycoveredinclass● QuickoverviewofKickstarterplatform,
explorecampaignsetup,goals,rewards,andhowtosetrealisticexpectationsforyourcustomers.
HandsOn:DraftPresentations
Week14 11/2011/22
SprintPlanning:Updates,Metrics&LessonsLearned Lecture:TBD-DependsonClassneeds 11/22 NO CLASS - Thanksgiving
Week15 11/2711/29
TeamPresentations:FinalPresentations Presentation3:
FinalPresentation
