Digital Marketing: Theory, Design, and StrategyBL BUS M455 Fall 2011- First 8 weeks MW 9:30-10:45 BU313

Dr. Sarah Smith-Robbins

Contact Information:

Email: sabsmith@indiana.edu

Office Hours: by appointment

Office: Godfrey 3070A

Cell phone: 317-985-7200

Twitter: intellagirl

Facebook: facebook.com/intellagirl

Course description:From social networks to prosumer content and mobile applications, marketing in the digital age is markedly different than in the past. Students in this course will get hands on experience with many of today’s cutting edge social and digital marketing tools, learn to critique and create digital marketing strategies, and participate in exploratory assignments to test out the theories that make these tools work. Students will read about the functional theories related to social media including network theory, game theory, and collective intelligence and will then engage in experiencing these theories in action first hand, building to a campaign of their own design. This course includes a full survey of digital marketing approaches from email to augmented reality with an emphasis on matching technology to specific marketing goals. Students in the course must be willing to create accounts on various social media tools.

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Course Objectives: Understand the basics of conversational marketing Learn to use and experiment with fundamental conversation channels Understand how to critique and create a digital marketing campaigns Establish your own digital marketing footprint to market your number one product, yourself

Course Materials: Readings posted on Oncourse Online sources and networks

*NOTE: Please read the Academic Policies document located in the resources folder of our Oncourse space. Though they are not included here you are expected to read them. If you have questions regarding these policies please ask me.

Major Assignment descriptions:◊Failure Analysis paper: 10% (Individual)Understanding why a social/digital campaign fails can be as valuable as understanding why they succeed. For this paper, please work with one "Punk'd" example from this list http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-media/ or another failure that you are familiar with. This paper should be no fewer than three pages and no more than four. Be sure to include links to any additional sources that you learn from (footnotes are fine). A major part of the grade on this assignment will be related to how well you argue your position. Be sure to take a clear and supported stand.

An overview of the campaign, its proposed function, and how it was intended to work An explanation of how it failed Your position regarding the causes of the failure:

o Use Promise/Tool/Bargain from customer, company and tool perspectiveso Describe the intended demographic and technographic. Did these contribute to the failure? Why or why not?

Make suggestions regarding what you would change about the campaign to resolve the issues that caused it to fail. Be sure to explain why you would make these changes.

◊Team Project Proposal: 30% (Team)The total for this project is comprised of 20% for the actual proposal document and 10% for the team presentation and slide deck. Your proposal should be no less than five pages (not including any appendix pages for graphics and reference)Your proposal and presentation should include the following:

Your channel choice: what is it, how is it being used by other campaigns Your goals and metrics

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How these will be measured Your plan including timeline, strategic decisions, evaluation stages and measurement How work will be distributed among the team members

Remember that your slide style should match your content. Your presentation should be professional and informative. All members of your team must be included in your presentation which should last no longer than 10 minutes plus five minutes for Q&A.

◊Reflection Paper: 20% (Individual)After our big event use your own notes to write at least two pages but no more than three pages about your personal experience with the project. Evaluate whether or not you think your team was successful and why. Also, explain how you might use what you learned in the project in the future.

◊Final Exam: 20% (Individual)The final exam will test you on your knowledge of foundational course concepts as well as their application. You will take this exam in class without notes.

Minor Assignments: (20%)There are many reading assignments, quizzes and smaller reflection or contribution assignments on our schedule. Completing these assignments will leave you better prepared for class discussions as well as the major assignments. They may seem minor but be sure to do them or you may find yourself unprepared for the high-value assignments in the course.

Deliverable Grading Policy:

Daily reading and quizzes/assignments/participation 20%

Failure analysis paper 10%

Team project proposal 30%

Individual Reflection papers 20%

Final Exam 20%

Total 100%

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Ensuring that your grades are accurately recorded and reported in Oncourse is your responsibility. It is my expectation that you will make an effort to get discrepancies resolved as quickly as possible. Waiting until the end of the course to try to resolve a discrepancy that took place in mid-course, is likely to result in an unhappy outcome for both of us. I encourage you to bring any course concerns or questions to me directly. If we cannot resolve the issue together, we have a multitude of resources to enlist for further assistance. Suggested texts (required excerpts will be provided in the Oncourse resources folder):

Bernoff, Joshua. Groundswell. 2008. Fox, Vanessa. Marketing in the Age of Google. 2010 Joel, Mitch. Six Pixels of Separation. 2009. Laermer, Richard. Punk Marketing: Get Off Your Ass and Join the Revolution. 2009. Mathieson, Rick. The On-Demand Brand. 2010 Qualman, Erik. Socialnomics. 2010. Rheingold, Howard. Smartmobs: The Next Social Revolution. 2003 Shirky, Clay. Here Comes Everybody. 2008. Sterne, Jim and Scott, David Meerman . Social Media Metrics. 2010 Zichmann, Gabe. Game-Based Marketing. 2010.

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Schedule:

Week Date Topic In-Class Homework for next class

1 M 8/29Social and Digital Participation Overview

Syllabus, course intro and policiesNetwork types

Read Laermar "The Punk Marketing Manifesto" (Oncourse) and the Social Media Marketing Report 2011 (Oncourse)

W 8/31The New Marketing Model

The New Marketing: How Digital and Social Media have changed marketing

Read Shirky chapter 11 "Promise, Tool, Bargain"(Oncourse)

Choose one item from Social Media Tool Fails: http://www.simplyzesty.com/social-media/nine-examples-of-social-media-sites-that-failed-spectacularly/#comments Be ready to describe why the tool failed by using Shirky's model

2 M 9/5 LABOR DAY NO CLASS MEETING

W 9/7Consumer and Corporate Adoption

Analyzing failures with social and digital media

Introduce Failure Analysis Paper

Read Bernoff "The Social Technographics Profile" (Oncourse) and Read Sterne "Getting Results - Driving Business Outcomes" (Oncourse)

3 M 9/12 Finish Failure Analysis Paper

W 9/14 ROI, Results, and the Bottom Line

Discuss the connection between social media and ROI Failure Analysis paper due in class

Read Brogan's Personal Branding article (Oncourse)Skim Jay Baer's blog http://www.convinceandconvert.com/

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4 M 9/19 Guest: Jay Baer Read Twitter Report (Oncourse) and Facebook Report (Oncourse)

W 9/21 Campaign Planning and Strategy

Guest: RJ Woodring - Intro to final project

Read Qualmann (Oncourse) and The Social Breakup (Oncourse)

5 M 9/26 Reputation Economies

Recommendations, degrees of separation, and the power of the thumbs up

Read Search Engine Optimization Starter Guide (Oncourse) and Insiders Guide to Adwords (Oncourse)

W 9/28 Facebook Groups, pages, and Terms of Service

finish team proposals and presentations

6 M 10/3 Class projectteam written proposals due, team project presentations

Meet as a team to debrief on project plan

W 10/5 Class discussion of team project strategy,

Sign up for team consulting session

7 M 10/10 GamificationPlaying games with your customers Consulting sessions

Read Zichermann and Mathieson (Oncourse resources) and then do ARG research. Come to class ready to share what you learn.

W 10/12 NO CLASS NO CLASS Finish your individual reflection papers

8 M 10/17 Individual reflection papers due, course evaluation

W 10/19 Final exam

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