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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
Digital Marketing
The interactive marketing industry will near $86 billion by 2017 32% of the total ad spend
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
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
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
Overview of the Projects
• Personal web site (10% of your grade) – individual project
• Group Project (25% of your grade) - group project
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
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
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.