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Course Information: Location: Terra Hall – Room 1212
Dates: Tuesdays February 2 – April 12, 6 – 9PM
Note: No class on Tuesday, March 8 – University Spring Break
Instructor Information: Name: Lou Perseghin
Email: [email protected]
Email Policy: I will return your email within 1 business day. If an email is urgent, please mark URGENT in the subject line.
Instructor Bio
Lou is obsessed with knowing clients from all angles, as well as their competition. What works, what's new, what's next and
who cares are the questions that spark his inspiration and drive his constant curiosity. Lou has worked in a variety of
marketing roles, including non-profits, higher education, in-house and agency. He has led strategy development across a
wide variety of clients and across multiple formats.
Lou is currently on the Account Management team at WebLinc Commerce, the commerce platform for the fastest growing
retailers running global, omnichannel commerce operations. Previously, he led the account team at ChatterBlast Media and
built the social strategy practice at Breslow Partners PR. Lou has also led social media efforts for the Office of Admission at
the University of the Arts and served as the marketing lead for the Cradle of Liberty Council and Narragansett Council, BSA.
Lou earned a BA in Communication from La Salle University. He and his wife Gwen live in South Philly with their son Calvin,
two cats Millie and Walter and pit bull Daisy – who often accompanies Lou to the office to beg for treats from the interns.
Course Description: The marketing industry has made a significant shift from traditional marketing methods to an increasingly digital focus. The
Internet and mobile technologies have made way for new marketing channels, and today’s marketers must be familiar with
the ever-evolving digital landscape to stay connected and relevant to their customers. In this course, learn how to drive
traffic to a website through a multi-channel approach and convert visitors into customers. You will also learn how to create
effective digital campaign strategies using viral marketing, social media, email and online ads.
Course Overview
This course is designed to lay out the fundamentals of digital marketing through various online platforms and executions. Students will learn from case studies, lectures and guest presentations. Students will create a digital strategy and gather case study samples during in-class assignments.
Course Objectives/Learning Objectives: At the end of this course, students will:
• Understand the digital world of multi-channel marketing
Develop a cohesive social media plan to stimulate traffic, engagement and brand awareness
Identify and apply search engine optimization (SEO), search engine marketing (SEM)
• Apply the advanced technical skills to identify, engage and develop relationships with influencers and customers
• Use analytic and reporting tools to synthesize data
Develop a digital strategy to increase traffic and engagement
Syllabus: Digital Marketing
Strategies CE 2231C | Spring 2016
Continuing Education
CE 2231C SP RI N G 2016
2
COUR SE RESO URCE S No additional software is required for this course. All readings will be provided via print or email. Class assignments will utilize computer lab resources, but if you choose to bring your own laptop to complete assignments, you may do so. Laptops, iPads and other devices are acceptable to use for note-taking purposes. In-class assignments not completed during class time should be submitted via email.
COUR SE ACTI V ITIE S Readings + Responses Presentat ions Workshops Guest Speakers
COUR SE POLIC IES Student Feedback/Communication
I welcome all feedback from students. We will cover feedback and reposition class expectations as necessary, however I can
always be reached via email to discuss private feedback or concerns.
Submitting Electronic Files
All work must be submitted via shared Google Drive document or Microsoft Word Document.
Attendance + Participation All students are expected to attend classes regularly and promptly, and for the duration of the scheduled instructional time. If you are unable to attend class, please let the instructor know via email with as much notice as possible.
Students who withdraw from a course must do so in writing. Nonattendance does not constitute an official withdrawal.
UNI VER SITY POLIC IES : Academic Honesty/ Integrity Policy Violations of academic integrity are considered to be acts of academic dishonesty and include (but are not limited to) cheating, plagiarizing, fabrication, denying others access to information or material, and facilitating academic dishonesty, and are subject to disciplinary action. To review the Academic Honesty/ Integrity Policy in its entirety, please visit: http://cs.uarts.edu/ce/policies#academichonesty/integritypolicy Student Code of Conduct It is the policy of the Division of Continuing Studies to provide a safe and healthy environment for learning, personal growth and enjoyment. The well being of this community depends upon the good judgment and considerate behavior of its members. Student status at The University of the Arts is not an unconditional right, but a privilege subject to certain rules and expectations articulated in the Student Code of Conduct. To review the Student Code of Conduct in its entirety, please visit: http://cs.uarts.edu/uploads/media_items/student-code-of-conduct.original.pdf
CE 2231C SP RI N G 2016
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GRADI NG :
Your grade will be based on the following:
Component Points
Participation (incl Responses) 40%
Course Assignments 40%
Final Portfolio + Statement 20%
Total 100%
Your grade will be calculated using the following scale:
Grade Percentage Range Grade Point
A 100 – 93% 4.0
A- 92 – 90% 3.67
B+ 89 – 87% 3.33
B 86 – 83% 3.0
B- 82 – 80% 2.67
C+ 79 – 77% 2.33
C 76 – 73% 2.0
C- 72 – 70% 1.67
D+ 67 – 69% 1.33
D 63 – 66% 1.0
F 59% or less 0.0
P Pass -
CE 2231C SP RI N G 2016
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SCHE DULE :
DATE CLASS FOCUS LESSON OBJECTIVES + ASSIGNMENTS
Week 1
Feb. 2
Introduction/
Review
Objectives
Introductions
o Name, reason(s) for taking the course, personal
course goals, experiences with digital media
Review class objectives & syllabus
What is digital strategy?
Assignment/
Readings
Identify an organization for which you will develop a digital
strategy
Week 2
Feb. 9
Content
Strategy
Developing a content plan based on marketing goals
Different types of content sources, strengths / weaknesses
Assignment Plan for the content types you will use in your marketing strategy
Week 3
Feb. 16 Social
Current social trends / the case for social effort
Channel strengths / weaknesses
Techniques to drive traffic to and from social
Case studies
Assignment
Select social channels that will be a part of your digital
strategy with high-level goals for each
Create social media influencers plan and target list
Week 4
Feb. 23
Creative
Campaigns
Case studies
Discuss best practices / timelines
In class assignment: Pick out a creative campaign
Assignment Brainstorm 2-3 create creative campaigns for your digital
strategy
Week 5
Mar. 1
Discuss email marketing campaigns
Creating opportunities to subscribe
How does this connect to social, website?
Case studies
Assignment Create an email campaign schedule and sample email to
include subject line(s), headlines, calls to action and imagery.
Week 6
Mar. 15
SEO / SEM /
Paid
Placements
Identify and apply advanced:
o Search Engine Optimization (SEO)
o Search Engine Marketing (SEM)
CE 2231C SP RI N G 2016
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Discuss SEO keywords and advertising
Assignment Research keywords and create keyword database for your
organization.
Week 7
Mar. 22
Marketing
Automation
Streamlining the process of marketing
Tools to automate your digital presence
Assignment Identify appropriate areas to automate in your marketing
strategy
Week 8
Mar. 29
Analytics /
Listening
Review Analytic Tools:
o Google Analytics
o Social monitoring
o Third Party options
Discuss what social metrics to track & why
Assignment Define measures of success for your strategy and set
appropriate benchmarks for measurement
Week 9
Apr. 5
Digital
Strategy /
Work Session
Workshop strategy ideas ahead Preview a full digital strategy Build out your final project
Assignment Finish building final project
Week
10
Apr. 12
Class Wrap-
Up/
Presentation
Review of class objectives Presentation of final projects Course review
