TechnologiesforInteractiveMarketing ITP476(4Units)

Spring2018

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:leimgrub@usc.edu

OfficeHours Mondays&Wednesdays12:00–1:45pmatOlinHall#330AppointmentscanalsobemadeviaSlack

Graders/TAs KevinHsu-Hsuk@usc.edu

Lecture Mondays&Wednesdays2:00-3:50KAP107

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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

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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.

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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.

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Grading

Quizzes

ExtraCredit

Thecourseisgradedwiththefollowingweights: Participation&Quizzes 10% Business&TeamPresentation 5%ContentMarketingStrategy 10% Homework 25% Midterm 25% FinalPresentation 25% TOTALPOSSIBLE 100%Participation 10PointsQuizzes10PointsBusiness&TeamPresentation 10PointsContentMarketingStrategy 20Points Homework 50PointsTotal(2)10points,(2)15pointsMidterm 50Points FinalPresentation 50Points TOTALPOSSIBLE 200Points Thereisnocurving.Studentswillreceivethegradesthattheyearn.Thetotalpointsdividedby2isthefinalgrade%.(3)5questionquizzeswillbegivenatrandomtimesthroughoutthesemester.2of3quizzeswillbecountedtowardyourfinalgrade.Thelowestquizgradewillbedropped.TheMidtermExamwillhaveanextracreditsectiontoearn(4)extrapoints(2%points).

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 F

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Halfpercentagepointswillberoundeduptothenextwholepercentage.Soforinstance,89.5%isanA-,but89.4%isaB+.

Homework Togethelponhomework,followthesesimplesteps ● Readthehomeworkinstructionscarefully ● Reviewthe“DiscussionBoard”sectionoftheBlackboardforumforother

studentquestionsandcommentsorpostaquestionyourselftobegintheforum.

● Ifyoucannotfindananswerabove,emailtheTAandme AllassignmentsmustbesubmittedtoBlackboard.

Policies Make-uppolicyforexams:Nomake-upexams(exceptformedicalorfamilyemergencies)willbeofferednorwilltherebeanychangesmadetotheFinalExamschedule. LateAssignments:Assignmentsturnedinafterthedeadlinewillautomaticallyhave10pointsperdaydeducted. ITPoffersOpenLabuseforallstudentsenrolledinITPclasses.Theseopenlabsareheldbeginningthesecondweekofclassesthroughthelastweekofclasses.Hoursarelistedat:http://itp.usc.edu/labs/. Beforeloggingoffacomputer,studentsmustensurethattheyhavesavedtheirwork(ontheirpersonalemailaccountsorflashdrives)createdduringclass.Anyworksavedtothecomputerwillbeerasedafterrestartingthecomputer.ITPisnotresponsibleforanyworklost.

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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.

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CourseOutlineDates Lecture Reading Homework

Week11/081/10

Lecture:CourseOverview&AboutMeLecture:LeanStartupsIntroToFinalProject(willnotstartuntillater,thiswillgiveustheopportunitytostartthinkingaboutitearlier)

Week21/151/17

Jan15th–NOCLASS(MLK)Lecture:DigitalMarketingMethodology

● DigitalMarketingMethod● Experimentation● DigitalConversionFunnel● DigitalContentFunnel● CaseStudies

Week31/221/25

SEOWeek:SearchEngineOptimization

● SEOOverview● On-Site(Technical)SEO● PerforminganSEOAudit● Explorationofadditionaltools/software● Howtoactionablypresent/reportSEO

findings.HandsOn:SEOAuditofselectedWebsiteHandsOn:Moz,SEMRush,MajesticSEOSelectTeams–Teamsof3by1/25

Beginner’sGuidetoSEO

BeginHW#1:SEOandTools

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Week41/291/31

Lecture:GoogleAnalytics

● ExamineTrendsofsitesindifferentnichestogetafeelforcustomerbehavior,engagementandsalesfunnelvisualization.

● USCExample:100k+visits/month.● LearnhowtoinstallGoogleAnalytics● Learnhowtosegmentandtrackusing

GoogleAnalytics.● UnderstandingmetricslikeCPC,CPA,

ConversionRate,ClickThruRateetc

HandsOn:GoogleAnalytics&GoogleSearchConsole(WebmasterTools)

HW1Due:SEO&Toolsdue1/31at11:59pm

Week52/52/7

Discussdetailssurroundingthefinalproject&teampresentations&upcominghomeworkassignmentsmovingforward.Lecture:ContentMarketing

● InboundMarketing-Overview● MarketingChannels-explorewhich

channelsareagoodfitandwhy.● GuestBlogging-Whatisguestbloggingand

whyit’ssupereffective.Howtofindguestbloggingopportunities.

● ManualOutreachtoThoughtLeaders&Influencers-Who/Howtoreachout,Strategiesforeffectiveness,Toolsforprospecting

● MarketingCollateral:Howtocreateadditional/supportingcontentforasuccessfulcampaign.

● Creatingtheultimateblogger/publisheroutreachkit.

HandsOn:Goals,TargetMarket&MarketingCollateralMustFINALIZETARGETCOMPANYBY02/07

IntegratingPRintoyourSEOStrategy(article&video)

Finalizetargetcompanyforproject.MUSTKNOWWHO/WHATYOUAREWORKINGONFORTHEFINALBY02/07

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Week62/122/14

ContentMarketingContinuedLecture:CreatingAwesomeContent!

● Showexamplesofbrandsthathavecreatedgreatcontentandhowtheydidit.

● Howtoleveragetheresearchtoolstounderstandhowtobestconnectwithconsumers.

● HowtodeterminewhichtypesofcontentisappropriateforvarioustypesofbrandsAdditionalContent:ExploringHowtoCreate&WhentoLeverageOtherTypesOfContent

● Infographics● Memes● Slideshares● Whitepapers/How-toGuides

HandsOn:Lookatreallifee-commercebrandandbrainstormtheories/ideasforgrowth.

BeginHW2:Findexamplesofbrandsdoinggreatcontentmarketinginselectedverticals.Whatworkedandwhy

Week72/192/21

02/19–NOCLASS–PRESIDENTSDAY02/21 PRESENTATION #1 – Business & Team(10Points)

HW#2:Due2/19at11:59pm

Week82/262/28

Lecture–EmailMarketing&Newsletters• Look at MailChimp and other email

marketingsoftwares• Whatcontenttoshareanddistribute• Frequency• Metrics&Analytics• Howtobuild/growalist

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Week93/53/7Week103/123/15

Examreviewon03/05Midtermon03/07:DigitalMarketingMethodology,Analytics,SEO&ContentMarketingStrategyNoClass3/12–3/15:SpringBreakJ

Week113/193/21

SOCIALMEDIAWEEK!UpdateOnTeamProjects–ThinkingAboutContentMarketing/SEOStrategiesLecture:SocialMedia

● Discoverability,GrowingYourAudience/Channels

● Market-Brandidentity/voiceforeach.● CreatingSocialMediaCalendar

Lecture:FacebookAds&PaidSocialMedia

● PaidvsFree-Introintostrategiestogrowaudienceanddrivesaleswithsmallmarketingbudget.Hofree-paidchannelscanbeusedharmoniously.

HandsOn:Unbounce,Hootsuite&SocialMediaCalendar

BeginHW#3–HootsuiteCertification.Lookingforupdates/ideasforyourclients.Greattimetoaskquestionsandgetfeedback.

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Week123/263/28

TeamPresentations#2on3/26Lecture:ContinueFacebookAdsandlearnaboutadditionaltypesofadvertisingandad-buying

Reading:TheDefinitiveGuidetoGrowthHacking

TeamPresentation#2:SEOandContentMarketingStrategy.HW3Due:SocialMedia–GetCertifiedonHootsuite.Due3/28at11:59pm

Week134/24/4

Lecture:LandingPage(s)• Usingdifferentwebbuilders• Howtocreatetheperfect

homepage/landingpagetoattractcustomers

• On-Sitetext/copywriting• Understandingtheuserjourney

Lecture:ConversionOptimization&SplitTesting

• UsingtoolslikeVisualWebsiteOptimizertocreateactionablesplittestingdata

• HowtobuildA/Btests• Howtomeasureresults

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Week144/94/11

OpenLectureWeek–ProfessorsChoice

• BasedonclassneedsIreserveaweektolectureonsomethingnew.

• Thiscouldincludeaguestspeaker.

BeginHW#4:TBD–AssignementdetailswillbepostedinBlackboard.

Week154/164/18

SprintPlanning:Updates,Metrics&LessonsLearnedLecture:PersonalBrandBuilding&CreatingYourOwnConsultancy

- Howtopositionyourselftofindajob- Whatdigitalmarketingcareersareout

there.- Howtosetupyourpersonal

linkedin/landingpage- Tipsforfindingajoboutsideofthe

classroom

HW#4:TBDDue04/16at11:59pm

Week164/234/25

4/25–FinalClass

• Wrap-up,reflection&finalthoughts• Lastquestionsregardingfinal

presentationsTeamPresentations:STARTINGONTHE26thNeedtobookatimewithmetodeliveryour45minutepresentation.LASTDAYTOPRESENTISMay4th

Presentation3:FinalPresentationfromApril26th–May4th.

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