Digital Marketing (BMGT 484)

Class #1: Introduction and Course Overview

Instructor: Dr. Michael Trusov

Today’s Plan • Self introductions • A quick look at careers in e-Marketing • Syllabus

– Course structure – Typical class structure – How to get a good grade in this course – Personal web site – Group project

• E-markets Website – Setting up your profile – Quiz

Why Digital Marketing?

Digital Marketing

The interactive marketing industry will near $86 billion by 2017 32% of the total ad spend

Why Digital Marketing?

According to

Communications services group

The biggest issue for CMOs today is the critical need to 're-skill' their marketing organizations and build new capabilities in areas like big data/analytics, digital, social, mobile, gamification and design.

Joe Tripodi, former Chief Marketing and Commercial Officer, Coca-Cola Co

Digital Marketing Careers

Mobile Marketer Social Media Engineer Manager of Engagement Inbound Marketer Interactive Project Manager Community Manager Search Analyst SEO Coordinator Pay Per Click Specialist Web Analytics Analyst Web Copywriter SEO Strategist Web Content Developer Online Visibility Specialist Paid Search Strategist Internet PR Strategist

Job Titles:

Marketing Companies Consulting Companies Ad Agencies In-House Marketing Teams Startups

Where to work:

Salary Ranges for Internet and New Media Jobs

http://www1.salary.com/Internet-and-New-Media-Salaries.html

What to expect from this course?

• Fundamentals of digital marketing • Strategies and tactics of digital marketing • Hands-on skills with

– Web design – Google Analytics – Google AdWords + a number of other tools

• Personal professional web site • Complete digital marketing plan

Big Picture

Digital Skills Media Presence

Typical Class Structure • Questions from a previous class, minor additions • Major concept and ideas of the current topic

– overview of the key ideas from a text book – outside textbook materials

• Short article discussed

• Practical assignment

– Instructions/Goals – Questions to think about – Results: discussion or written up

Textbook for the Course

Grading

Plus: opportunity to earn extra 10 points through research participation

In-class assignments

How to ace this course?

Personal Web Site Group Project Exams

Read the Textbook Take Notes Contribute

Interesting Project

Start Earlier

Do it in Class

Ask Questions

100

100

250 450

Make it Fun

Ask for feedback

Participation

100

Get a (temp?) Google Account

Overview of the Projects

• Personal web site (10% of your grade) – individual project

• Group Project (25% of your grade) - group project

Personal Web Site

will be published online

Team Project

• Form a team (3~4 people)

• Brainstorm of some interesting application

of internet marketing techniques – New business idea – Taking brick-and-mortar firm online – “Fixing up” existing online business

• Run you idea by me

Team Project (continue)

• First draft (~half of the paper) by mid March • Get a feedback and a “mock” grade

• Finish up your report and supporting online

prototype by May 2 • Prepare 20 minutes presentation:

– Convincing value proposition – Interesting and attention-capturing

Deliverables - Prototype

Forming Teams – let me know by Sunday

Site Development Software

Will learn in class

NOT on the exams NOT required for your projects

Site Development Software

• Microsoft Expression Web – Easy to master on your own – Does a job needed to complete course projects – Can be easily taught in just a few sessions

BUT for technology advanced students all other

alternatives are welcome: – Notepad – do it in plain HTML/CSS – ASP/PHP/Cold Fusion/Flash/Dreamweaver/AJAX

OR a third party online template based software

Getting most out of the class

Read the textbook, ask questions

Read and discuss academic articles

Time to get to your computers…

Set up your class profile

http://emarkets.rhsmith.umd.edu/

Login name: <same as your university ID you use for ELMS>

Password: <Same as Login Name>

Change it after you are in.

Edit Your Profile

use your photo from Facebook, Linkedin, etc

Time for a Short Quiz...

http://emarkets.rhsmith.umd.edu/