DIGITAL MARKETING! &SOCIAL MEDIA! · digital marketing! &social media! catalogue) groupe!inseec!–!sup!depub!london!–!!!2015!

DIGITAL MARKETING & SOCIAL MEDIA Catalogue

GROUPE INSEEC – SUP DE PUB LONDON – 2015

TABLE OF CONTENTS Master in DIGITAL MARKETING & SOCIAL MEDIA -‐ DMS LONDON

PEDAGOGICAL PROGRAMME M2 U1 -‐ UK Culture and Background Hours Introduction to Great Britain 27 Trendspotting 15 U2 -‐ Technical Courses Media Planning 15 Alternative Media Field Project 15 Mobile Marketing 15 Strategies for Digital Branding 15 Thinking Differently 15 U3 -‐ Professional Cases Competition 80 One-‐Day Pitch Workshop 7.5 Business Plan for Professional Project 18 Professional Project Mentoring 2.5 SCA Workshops 42 U4 -‐ DIGITAL MARKETING & SOCIAL MEDIA Digital Planning 15 Digital Media Landscape 15 Social Local Mobile Media 15 Digital Marketing 15 Total Web Optimization 15 Apps Economy 15

MENTOR: Jon HENWOOD [email protected] * Courses may be subject to change

TRENDSPOTTING

Ø Instructor

Scott McPHERSON

Ø Course Descriptive

INTRODUCTION Introduction into amoeba’s design and trendspotting work. HISTORY The evolution of youth culture/trends, marketing companies realising that they can manipulate these youth movements and brand movements by utilising the look, style, feel of the trend from the Second World War and baby boom generation. Teddy boys, beatniks, mods, hippies, rockers, punks, psychobilly, goth, skins then discuss rave cultures explosion with music/the web/video and new technologies and group mind set, collapsing the state vector of these individual sub genres and youth movements with the transformation of individual node based subcultures to a more modular collective demographic, utilising the emerging cyber technologies of design, brand awareness, and new emerging media to create the selectively brand loyal techno/advertising/media savvy consumers we are today. WHY What are trends and fads? Why do we need to refer to trends? For sales/capturing a market “demographic" -‐ Tracking trends -‐ Imposing one’s viewpoint -‐ Setting up a reliable source network -‐ Applying trends to strategy implementation Discuss -‐ in terms of marketing, design, and product ranges, graphic and fashion styles Discuss -‐ Talk about the history of youth culture and different approaches to trends, trend spotting branding, and styles Discuss -‐ how MTV caters to the youth demographic using trends, in music/design/style/visuals Discuss -‐ how trends effects: design/branding and client expectations using examples from my experiences from 1995 -‐ 2011: MTV, Record Labels, Mac User, MuZIK, Loaded and lad culture….. Discuss -‐ how marketers pick up on underground trends, products, social movements

like flash mobs etc. and use them to form ad campaigns/sell products. Discuss -‐ trends from the end user experience and the marketing angle. How the underground sub cultures and products grow from underground cultures, beliefs, ideologies and ideas, to collective movements and style. Discuss -‐ The global trends in 2010 and 2011 and what remains mobile platforms / tablets / flash mobs 'history' / social media / web 2.0 / reactive branding / ageism in media and marketing / iTunes / digital distribution / user generated content / notebooks. Discuss -‐ The global trends in 2012 and what remains creative code applications /real-‐time user graphics /consumer branding “YOU"/ real-‐time branding / interactive video 2.0 interactive social media / twitter / social media 2.0 'linking of all media". Discuss -‐ The role of futurologists. Forecasting the trends of tomorrow or creating the new paradigm for yourself. Present – look at examples of advertising and marketing tricks and techniques from Darren brown and Charlie brokers’ production and TV experience.

Ø Course Objectives

Discover the complex universe of consumer trends and to appreciate their role in branding strategy.

Ø Course Outline

-‐ In groups of 3, discuss and research on the marketing application of new trends in the British consumer market. -‐ Use magazines, the web and go to a shopping mall to see what stands out most. -‐ Find, Follow and research a new trend in advertising and or branding, i.e. fashion, music, TV, products, advertising or lifestyle. -‐ Build an advertising campaign using that in regards to selling the trend to a CLIENTS already pre-‐existing product or brand.

MEDIA PLANNING

Ø Instructor

Iris LAMPRECHT


The goal of this course is to introduce students to media planning and how to design as well as execute campaigns. They will receive both the necessary theoretical background knowledge as well as practical insights into the design, production and placement of advertising campaigns. There will be a special focus on the UK advertising industry and how it relates to and influences European advertising.

Ø Course Descriptive Following a theoretical introduction as well as best (and worst) practice examples, the students will work creatively in small teams of three, acting as an advertising agency with one creative director, one account manager and one media planner. Following a first idea finding stage, an introduction into TV ratings is given in class, as well as an introduction into the use of demographics and VALS to assess target audiences. The students will then develop a media planning strategy, with special focus on placing their TV spot on UK TV channels. As a team, they will draw up a campaign for a product of their choice and plan the production of a TV spot as well as an accompanying cross-‐media campaign with subsequent placement of their campaign. They will pitch their campaign ideas to the forum (whereby the remaining students and the tutor act as the client) and discuss their ideas. The students will take away sound knowledge of the conception, production and delivery processes that go with creating an advertising campaign, learn how to work creatively as a team and to pitch to clients by acting out a brief and pitch scenario.

ALTERNATIVE MEDIA FIELD PROJECT

Ø Instructor

Iris LAMPRECHT

Ø Course Objectives The goal of this course is to give students the opportunity to develop a media project, which can be added to their portfolio/CV. This is a project that will be beneficial to students aspiring to a wide range of careers in the advertising industry. They will be free to develop a media project in any field they choose, either in groups or individually.


Following a theoretical introduction into various types of media production, the students will work creatively individually or in small teams on their media field project. During the sessions in class students will receive further help and guidance on their projects, and we will also conduct a few field trips relating to their chosen projects/topics. The students will take away sound knowledge of media production and delivery processes, conduct independent research in a foreign country and produce a meaningful project that can help them land a job in the advertising world.

MOBILE MARKETING

Ø Instructor Scott WHITEHEAD


Improve your English language skills particularly with mobile marketing terminology Strengthen your awareness of mobile marketing and the opportunities it presents Understand the range of mobile sales and marketing options and how they can integrate into a sales mix.


This course introduces mobile marketing and m-‐commerce; the newest form of digital marketing and explains why this marketing is seeing strong results quickly, and is at the helm of innovation. This course will demonstrate the strengths and limitations of this new technology, explain the terminology used in the industry, and analyse the overall benefits for businesses and consumers.

Ø Course Outline Topics covered

Introduction: M – Commerce towards Mobile Information Technology Roadmap to Mobile Commerce Evolution of Media marketing Introduction – Mobile Marketing Variations in – Mobile Marketing Tools and campaign types Types of Mobile marketing Mobile marketing penetration and limitations

Instructional methods: Classes will include interactive discussions, short exercises with groups and individuals, before a review of key articles, podcasts and digital media, and presentations on topics related to the course. Student participation:

q Review and analysis of class materials q Prepare short group presentations q Prepare mobile marketing campaign proposal

Assessment:

q 40% for classroom participation q 40% for group presentations q 20% for individual analysis and presentations

STRATEGIES FOR DIGITAL BRANDING

Ø Instructor

Sofie SANDELL

Ø Course Descriptive How does branding apply in the online world? Today the process of defining, conceptualising and implementing a brand is more complicated than 10 years ago. Digital branding has changed the branding landscape and customers are only one click from your business all the time. How will they find you? And how do you make sure they prefer your brand and not your competitors? This course cover how to get your online brands right from the start whether you are a start-‐up or an established company moving your business offer online. We will focus on what is it that makes us connect with a brand online. What techniques you can use to build your brand online. Another part of the course is current and future development in digital media. After this course you will understand how to step-‐by-‐step create and how to empower an online brand.

Ø Course Objectives -‐ To understand the challenges and opportunities of branding in the digital media age -‐ To understand the most common digital branding techniques -‐ To understand how human beings think when connecting with a brand online -‐ To understand how you set up and manage an offline and online campaign to work together -‐ To identify current and future trends in branding for digital media -‐ To formulate a digital-‐friendly branding brief for a start-‐up company

Ø Course Outline It will be a mixture of theory, case studies and group discussion. All students in the class should contribute with their thoughts and ideas. In the beginning of the course you will create a case study about a major online brand and assess what they do well and where they can improve. This is done in groups of four people and will be presented and shared online with the class. Everybody should contribute, do the research and actively participate in this group exercise. An individual essay about how to set up a start-‐up online will be the main assessment for this course (a short essay, max 1,000 words).

THINKING DIFFERENTLY: UNDERSTANDING HUMAN BEHAVIOR & HOW IT AFFECTS PERSUASIVE COMMUNICATION

Ø Instructor

Solveig MALVIK

Ø Course Descriptive This 15-‐hour course looks at a variety of persona in terms of how they are used in advertising to describe archetypes and the role they play as campaigns planning.

Ø Course Objectives By the end of this course students will be able to:

1. Understand specifics of casting the variety of persona deployed in advertising

campaigns.

2. Understand the efficacy of associating personalities with brands such as Betty Crocker, Mr. Whipple, Mr. Clean, etc.

Ø Course Outline

1. Introduction to human needs, persuasion and influencing techniques. 2. Understanding archetypes and the use of archetypes in brand positioning and

advertising campaigns. 3. Understanding influence, persuasion and social norms and its effects on

advertising. 4. Analysis and construction of persuasive archetypes using a number of creative

techniques. Presentation and review of the outcome. 5. Wrap up session and review.

ONE-‐DAY PITCH

Ø Instructor Phil WOODFORD


To challenge students to respond to an advertising brief in real-‐time without prior preparation. To hone skills in both the planning, creative disciplines, build teamwork and presentation skills.

Ø Course Objectives Pitch teams to compete against each other at the end of the day’s work. Collective mark awarded to each group for its response to the brief, level of innovation and creativity and presentation.

Ø Course Outline

Students are given a written and oral brief at the start of the day and asked to work in teams to prepare a presentation over the hours that follow. They are free to access the Internet and find relevant source material, although the final mark is based on evidence of intelligent thought process rather than execution of any creative product.

DIGITAL PLANNING

Ø Instructor Keren LERNER


1. An intro to social media and digital planning

2. Social Media Channels and how to use them

3. Content Curation via social media channels

4. Content Creation for social sharing, reputation enhancement and brand building

5. Using social media for Campaigns (and an overview of key points)

DIGITAL MEDIA LANDSCAPE

Ø Instructor

Francesco Nerici

Ø Course Descriptive The course will be articulated over five sessions, each lasting three hours (for a total of 15 hours).

Ø Course Objectives -‐ To provide an historic perspective on digital media’s evolution -‐ To identify all the key variables of today’s digital media landscape -‐ To enhance awareness and interpretation of future digital media trends

Ø Course Outline Today’s digital media landscape is constantly evolving – with new variables continuously appearing in this ever-‐expanding constellation of activities. This course aims to provide a solid, broad overview of the past, current and future digital landscapes. It will allow the participants to re-‐asses the validity of consolidated media theories, to analyse the impact of new trends, and to forecast new rules and Scenarios -‐ with a strong emphasis on innovation.

SOCIAL LOCAL MOBILE MEDIA

Ø Instructor

Delfin VASSALLO


Ø Course Objectives -‐ To understand the primary characteristics of the new Social + Local + Mobile ecosystem -‐ To identify all the key tracts shared by successful – and less successful -‐ social networks -‐ To forecast future trends in the social media arena

Ø Course Outline SoLoMo is becoming 2012’s Digital Marketing’s buzzword: the amalgam of social, local and mobile, a battlefield where everything related to Social Media has to measure its effectiveness. The course will be a deep examination of Social Media theories, strategies and case studies, with particular attention to the connections between online activity, channels/devices, and physical manifestations/behaviours. This course is not simply about social networks; it’s about looking at the wider picture, and trying to define and understand the current and future social media ecosystem. SESSION 1 Presentation, evaluation process and other housekeeping topics. Introduction to the course, background and objectives. Introduction to Social-‐Local-‐Mobile framework. Field’s definitions, technologies in which they are supported and human behaviours associated with each one. The Social Ecosystem – overview of today’s social network space, major platforms, niche platforms and a deep analysis to understand the human motivations to participate on each one. (This will be a very general approach, not to overlap with Social Media Landscape subject) SESSION 2

The Local Ecosystem – historic development, overview of today’s networks, location-‐based services and technologies: Location software – navigators Technologies – Near Field Communication, Bluetooth, QR codes Mapping platforms – Google, Navteq Case study 1 Batman, The Dark Knight Raises, role playing leveraging Foursquare Case study 2 Ibiza Hotel, NFC wearable bracelets to check-‐in and share holiday moments SESSION 3 The Mobile Ecosystem – historic development, overview of today’s Operative Systems and its characteristics, mobile devices and its uses: Operative Systems – Android, iOS, Windows Phone, MeeGo/Maemo, Bada Devices – laptops, tablets, feature phones, smartphones, wearable gadgets, bionic implants. Case study 3 Barclays Pingit, mobile banking as a brand loyalty tactic Case study 4 TBD SESSION 4 Putting all together – elements of an effective SoLoMo-‐based marketing campaign: Relevance Building human experiences Consumer’s feelings to tap into How to make an emotional connection between the brand and persons What’s next? Where are the limits of Social, Local, Mobile campaigns? Case study 5 TBD (actual examples of campaigns successfully combining all three ecosystems) Case study 6 TBD SESSION 5 Presentation of final projects and immediate feedback based on: Introduce their team and marketing activation idea in an agency pitch fashion. Present objectives, campaign elements, mechanics, what human behaviour is intended to motivate, creative idea and its reasoning, KPIs of success. The main evaluation point is how well and creative the idea combines and exploits all three ecosystems characteristics and advantages. EVALUATION 25% Proactive participation in lessons 25% 4th session exam 50% Final project – marketing activation applying SoLoMo principles

DIGITAL MARKETING

Ø Instructor

Jon HENWOOD


Ø Course Objectives -‐ To explore the plurality of principles, theories and tools at the core of digital marketing -‐ To identify the key to innovation in digital marketing campaigns -‐ To formulate and implement successful digital marketing strategies for a small/medium business

Ø Course Outline Digital marketing can be defined as the art and science of selling products or services over digital networks. This course will explore the principles and practice of digital marketing, its technical tools, strategies, benefits and limitations. Through a series of case studies and live assignments, this course will familiarise its participants to the constantly changing scenarios, challenges, and opportunities to innovate facing today’s digital marketing professionals.

TOTAL WEB OPTIMIZATION

Ø Instructor

Dinis GUARDA

Ø Course Outline Session 1 Intro & overview, why measure, what to measure Google Analytics Creating campaign for websites – engagement strategies for bringing traffic to the sites using social media Assignment pt 1: Create WP website (theme: tips for foreign students in London), install analytics, use engagement strategies to drive traffic – groups of 3 (8 groups)

Session 2 Blogging for engagement Measurement tools Metrics Formula Capturing results Assignment pt 2: Capture & analyze website traffic from Google Analytics (spreadsheet)

Session 3 Surveys Split testing Assignment pt 3: Create split test for website, measure and track results

Session 4 In groups, present findings and results of main assignment and split test

APPS ECONOMY

Ø Instructor

Mandeep Singh Samra

Ø Course Descriptive - Understand the revenue models within the app economy, led by app developers,

content providers and commercial brands - Critically assess app pitch proposals from fellow students - Understand how the app market functions and how the apps are developed - Demonstrate knowledge of the common elements of an effective app marketing plan - Demonstrate marketing, PR and communications planning skills


- To map the diverse range of app categories and their diverse benefits to consumers - To develop a critical awareness of the role of the apps in delivering economic value - To develop an understanding of the use and role of target audience development,

market planning and research, PR, traditional media and social media advertisement to develop an effective marketing plan

- To examine the current technical and socio-‐economic issues effecting the landscape of the app market today

Ø Course Outline

Session 1: What does App Economy mean?

• Introduction to the programme: o Tutor’s short bio and experience o Students introduce themselves and talk about their favourite app o Structure of the course: programme sessions and key learning outcomes o Practical coursework and assignments o Bibliography and resources

• What does App Economy mean? • App history: 2008 – 2012 • App ecosystem: Mobile & tablet devices, development platforms and app stores

• Challenges and opportunities in today’s app market • Global economic demographics • Mobile trade shows held in London:

o Mobile Marketing Live: 1-‐2 October 2012 at Business Design Centre o App World: 2-‐3 October at Earls Court

Coursework: Critical report. Please write a short review of an app you have recently downloaded. For example, this could be a social media app, lifestyle magazine, gaming app, mobile browser, banking app or an online forum. This is a written task for you to complete as part of your introduction to the App Economy module. It is not an examination and there is no pass or fail mark. The purpose of this task is to provide an example of your ability to analyse an app and to express your view on it. Your response to the task will also be part of a group discussion during the next session. The review should be between 400-‐600 words. In writing your review you might want to consider to following:

• The type of app and the type of content being shown • Whether or not you think it was successful in its aims and why • The organisational context for the app (e.g. app developers, corporate

organisation, app store, similar apps) • The number of downloads and the target audience the app was aimed at • The advertisement material, social media activity and forum reviews that

surrounded the app • The possible revenue generated by the app • How you think the app could have been improved

Session 2: Post-‐app economy.

• Short group discussion: review critical reports from last session and summarise findings

• Future trends facing the App Economy: o Recap on Apps World and Mobile Marketing Live trade shows o Post-‐app economy o The rise of TV apps o Mobile commerce o Mobile enterprise application platforms o NFC technology for mobile payments o M2M devices o Case studies describing innovative apps and why are they successful

• Key characteristics of apps: o Leading app categories o Technology: Native apps, web apps and hybrid apps o Game changers: HTML 5 and iPhone 5

• App usage: reasons for downloading an app • Revenue models • Key players:

o Developer apps

o Commercial brand apps o Content providers

Coursework: Short pitch presentation on an app idea (25%). In preparing your pitch you might want to consider to following:

• The problem or opportunity that your app will address • Talk about your value proposition and the functionality the app will deliver to

the consumer • Target audience and similar apps in the market

Session 3: Marketing tools.

• Individual pitch presentation and group discussion around the different app ideas presented

• Case studies to illustrate the use of different media to promote apps: o Traditional media: TV, press, PR, events o Digital media: web and mobile advertisement o Social media: user reviews, online forums, social media platforms o Cross-‐channel media: 360 coverage o B2B: employee engagement

• Group exercise: The class will be divided in small groups to analyse different app campaigns

• Discussion about the different approaches used in the delivery of effective communication plans

Coursework: Based on the case studies provided and individual research, propose the appropriate communication channel/s and marketing tools to promote your app.

There is no pass or fail mark for this exercise. The purpose of this task is to help you with your research towards the course assignment project, the app marketing plan. Your response to the task will also be part of a group discussion during the next session.

Session 4: App marketing plan.

• Short group discussion: review proposed communication channel/s and marketing tools to promote individual apps and summarise findings

• Fundamentals of the app marketing plan: o Mission statement and overarching marketing strategy and business plan o Current situation analysis (internal & external): Research of product

proposition, target audience, app markets, competitors analysis, financial conditions, etc

o SWOT report

o Cost of production: cost per platform and maintenance o Identification of marketing strategy and financial objectives o Tactical decisions on product, promotion, distribution, pricing, etc o Definition of marketing budget o Estimation of revenue forecast o Performance analysis

• Group exercise: The class will be divided in small groups to review examples of app marketing plans

• Brief on module assignment

Coursework: Produce marketing plan for your app idea according to the brief provided (75%). Session 5: Implementation of app marketing plan.

• Open group discussion on individual app marketing plans • Implementation of app marketing plan:

o Project management o Development o Testing and publishing o Beta versions o Continuous development

• Evaluation of results • Lessons learnt and recommendations • Further learning: additional bibliography

Key Bibliography:

-‐ Cravens, A. (2012). A demographic and business model analysis of today’s app developer. [Available from: http://appdevelopersalliance.org/files/pages/GigaOMApplicationDevelopers.pdf > Accessed 24 September 2012]

-‐ Erickson, C. (2012). The Radical Growth of the App Economy. [Available from: http://mashable.com/2012/03/13/app-‐economy-‐infographic/ > Accessed 24 September 2012]

-‐ Faas, R. (2012). Inside the App-‐Economy Making Big Money Is Far From a Sure Thing. [Available from: http://www.cultofmac.com/175065/inside-‐the-‐app-‐economy-‐making-‐big-‐money-‐is-‐far-‐from-‐a-‐sure-‐thing/ > Accessed 24 September 2012]

-‐ MacMillan, D., Burrows, P. and Ante, S. E. (2009). Inside the App Economy. [Available from: http://www.businessweek.com/magazine/content/09_44/b4153044881892.htm > Accessed 24 September 2012]

-‐ Mandel, M. (2012). Where the Jobs Are: The App Economy. [Available from: http://www.technet.org/wp-‐content/uploads/2012/02/TechNet-‐App-‐Economy-‐Jobs-‐Study.pdf < Accessed 21 September 2012]

-‐ Murphy, D. (2012). Business Not As Usual. [Available from: http://www.mobilemarketingmagazine.com/content/business-‐not-‐usual > Accessed 24 September 2012]

-‐ Rowinski, D. (2012). Defining the Post-‐App Economy. [Available from: http://www.readwriteweb.com/mobile/2012/04/defining-‐the-‐post-‐app-‐economy.php < Accessed 23 September 2012]

-‐ Smith, S. (2012). Native App or Mobile Web App? [Available from: http://www.techopedia.com/2/28134/development/web-‐development/native-‐app-‐or-‐mobile-‐web-‐app < Accessed 21 September 2012]

-‐ Thurner, R. (2012). ,,Winning with apps, Mobile Marketing, Issue 10, June. Dot Media Ltd.

-‐ Willmott, S. (2012). Why the App Economy Isn’t the App Economy, But the API Economy. [Available from: http://pandodaily.com/2012/08/07/why-‐the-‐app-‐economy-‐isnt-‐the-‐app-‐economy-‐but-‐the-‐api-‐economy/ > Accessed 24 September 2012]

Resources:

-‐ Mobile Journals:

o AdMonsters: admonsters.com o Association of interactive media and entertainment: aimelink.org o Brand Republic: brandrepublic.com o Guardian Media Network o Interactive Media In Retail Group: imrg.org o Institute of Direct and Digital Marketing: theidm.com o Marketing Week: marketingweek.co.uk o Mobile Marketing: mobilemarketingmagazine.com/whitepapers o Mobile Payments Today: mobilepaymentstoday.com

o Mobithinking: mobithinking.com o The Drum: drum.com o The Internet Advertising Bureau: iabuk.net o The Marketing Blog: themarketingblog.co.uk o Visibility Magazine: visibilitymagazine.com

-‐ Mobile Trade Shows:

o App World: apps-‐world.net o BDigital Apps: bdigitalapps.com o Go Mobile: gomobile.my o GSMA Mobile World Congress: mobileworldcongress.com o Mobile Asia Expo: mobileasiaexpo.com o Mobile Marketing Love: mobilemarketingmagazine.com/live o Mobile Tech Expo: mobiletechexpo.com

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DIGITAL MARKETING! &SOCIAL MEDIA! · digital marketing! &social media! catalogue) groupe!inseec!–!sup!depub!london!–!!!2015!