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Topics inTechnology and Marketing
Introduction and Administration
Introduction
Peter Risman Contact info
m 210-416-8856
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?