Topics inTechnology and Marketing

Introduction and Administration

Introduction

Peter Risman Contact info

m 210-416-8856

e peter.risman@gmail.com

l linkedin.com/in/PeterRisman

t @PeterRisman

Blog topicsintechnologyandmarketing.wordpress.com

Office hours McCoy Room 424B, By Appointment Only

My Background

20+ years marketing, sales, advertising experience

Technology and servicesClient- and agency-side experienceDigital marketing and social media

What You Will Learn

1.The history of the Internet2.The economic opportunities inherent in

a digital "flat" world3.The importance of Google as a

marketing medium4.A variety of internet marketing tools

and strategies5.Social media marketing tools and

strategies6.Mobile media and other emerging

technologies

What You Will Learn

1. How technology innovations led to massive changes in the global economy

2. Learning how to identify and exploit marketing and commercial opportunities

3. The fundamentals of digital marketing and workings of the Internet

What this course is not about

How to do:

Email marketing Internet marketing SEO SEM Social media marketing Mobile marketing

What this course is about

“If you learn only methods, you'll be tied to your methods. But if you learn principles, you can devise your own methods.”

- Ralph Waldo Emerson

What this course is about

Context: The promise of the Global

Economy How the Internet works Foundational digital

marketing strategies – independent of technology or platform

Suggested reading

“The World is Flat” by Thomas Friedman

www.thomaslfriedman.com

"The World Is Flat 3.0" at MIT

“Don't Make Me Think” by Steve Krug Which Test Won?

Www.whichtestwon.com

SmartBrief on Social Media www.smartbrief.com/socialmedia/index.jsp

What Makes Them Click? www.whatmakesthemclick.net/articles

Seth Godin’s blog http://sethgodin.typepad.com

Course Overview

1. How Did We Get Here? The Early History Of The Internet

2. The Flat World: What It Means For You3. The Unique Economic Opportunity Of

Now4. The Awesomeness That Is Google5. Traditional Versus Digital Content6. Web 1.0 Versus Web 2.07. The Purpose Of A Business Website8. Pull Marketing – Search Engine

Optimization

Course Overview

1. Push Marketing – Email, Pay-per-Click, and Search Engine Marketing

2. Drive Marketing – Affiliate Marketing3. Understanding Website Effectiveness4. Web 3.0 – Social Media5. The Wonderful World of Wordpress6. Social Media Marketing7. Mobile Media Marketing8. Class Presentations

Assignments and Grading

Mid-term assignment (individual) - 20% of final grade:

Identify a business to create an internet marketing plan for, based on the internet marketing principles discussed in Modules 1-4

Due at end of Week 6.

Submit questions via class blog/email after Week 3.

Graded on:

Insightfulness of proposals

Effectiveness of communication

Mastery of course

Assignments and Grading

Final assignment (team) - 40% of final grade:

Each 5-6 person team will select from members' Mid-Term assignment a business that will be the focus of an internet marketing plan.

Teams will develop an internet marketing plan that demonstrating their understanding of the various digital strategies presented in class - laying out their proposed strategies and reasoning in detail.

Assignment due at the end of the course. Submit questions via class blog/email after Week 8.

Assignments and Grading

Final assignment (team) - 40% of final grade:

Graded on:

Insightfulness of proposals Effectiveness of communication Mastery of course concepts in proposed application

Assignments and Grading

Classroom presentation - 20% of final grade:

Presentation will be a brief 10-15 minute summary of each team's final assignment.

Graded on:

Insightfulness of proposals

Effectiveness of communication

Mastery of course concepts in proposed application

Instructor's evaluation: 15% of final grade

Peers' evaluation: 5% of final grade

Assignments and Grading

Classroom participation - 20% of final grade:

Graded on interaction with instructor/peers

Questions?