LAB

Introduction to online marketing and the requirements of the course

Course outline

Blogging assignment instructions

How to set up your WordPress blog

WordPress tips: how to make text into a clickable link; how to embed a video from YouTube

LECTURE

Internet properties and the implications for marketing.

The 4Ps marketing mix model applied to internet marketing

Lecture notes

READ, WATCH, LISTEN

Entertainment, Media and Advertising Market Research Handbook 2009 - Chapter 6: Online. Richard Millare & Kelli Washington (available from Business Source Complete)

Fundamental Laws of Digital Marketing. Dave Chaffey

eMarketing and Internet Marketing Definitions. Dave Chaffey

"The Break-Up'' is about the relationship between an advertiser and a consumer. It expresses the problems that traditional marketers have in reaching their targets now that consumers have the power to expect different treatment.

Seth Godin being interviewed about Web 2.0 for "Selling Power"

A video explanation of Web 2.0 in just under 5 minutes from Mike Wesch

LAB

The marketing mix: Place and Price – focus on the music industry

LECTURE

Communication and permission in the market space (law, ethics, and privacy)

Lecture notes

READ, WATCH, LISTEN

Seth Godin: Permission Marketing Chapters 1-4 (free in return for your email address - good marketing?)

Ethics and Rules of Engagement in New Media - Edelman New Media Summit 2007 (follow the link then scroll down the page to find this video)

From: Michael Rappa. Managing the Digital Enterprise -
Trust in Cyberspace
Data Privacy
Ethics

Lawrence Lessig: How creativity is being strangled by the law (TED Talks)

LAB

The marketing mix: Product

Nike ID and the role of the “prosumer”

Lab instructions

LECTURE

Web analytics and customer behaviour: understanding needs and measuring marketing success

Lecture notes

READ, WATCH, LISTEN

From: Michael Rappa. Managing the Digital Enterprise -
Web Analytics

Dave Chaffey. Amazon.com Case Study (A culture of metrics)

Web Analytics Glossary of Terms (from Webtrends™)

Improving your sense of site: your web analytics report is filled with clues on how to boost sales (Case study) Inc. Magazine

Bill Heron. Don't obsess over absolute numbers, focus on trends

Part 1 of a series of videos from Ian Lurie of Conversation Marketing on setting up and using Google Analytics. Watch the first one here, then go to Veoh to see the rest of the series.

Watch Google Analytics Tutorial 1: Setup in Educational  |  View More Free Videos Online at Veoh.com

LAB

Return on Marketing Investment (ROMI) calculation

ROMI spreadsheet

Lab notes

LECTURE

The online customer experience: researching and planning a web presence

Designing and implementing a web presence

Lecture notes

READ, WATCH, LISTEN

Kelly Goto and Emily Cotler. Web Redesign 2.0: Workflow that Works Chapter downloads: Checklists, spreadsheets etc

John N. Frank. Design from the Outside In. Marketing News 15th May 2009. Vol. 43 Issue 8 (available via VIU Library)

Christopher Meyer & Andre Schwager. Understanding Customer Experience. Harvard Business Review. Feb. 2007 (available via VIU Library)

LAB

Planning a web presence

LECTURE

Brand engagement: social networks and authentic customer engagement

Lecture notes

READ, WATCH, LISTEN

Course textbook (Catherine Seda). Networking in Social Media (Chapter 4)

Jeremiah Owyang (Web Strategy): Companies Must Plan Holistically For Social – Beyond Marketing

Nancy Cruickshank. Revolution. September 2009. Is there mileage left in social media…or has the bubble finally burst?

Soren Gordhamer (Mashable) 4 Ways Social Media is Changing Business

Tim O'Reilly What is Web 2.0?

Facebook marketing solutions (Facebook)

Reid Hoffman (founder of LinkedIn: Social Networking in Business

Seth Godin on Social Networking

LAB

Social media – what can marketers do with YouTube™ and Facebook™ and Twitter™?

LECTURE

Blogging, RSS, podcasting, public relations

Lecture notes

READ, WATCH, LISTEN

Course textbook (Catherine Seda). Blogging for Business (Chapter 3), Broadcasting Your Message (Chapter 5)

Twitter 101 for Business

What to do when social media spreads marketing myth. By: Neff, Jack, Advertising Age, 00018899, 9/7/2009, Vol. 80, Issue 29

Evan Williams on listening to Twitter users (Ted Talks Feb. 2009)

LAB

Planning a viral marketing campaign

READ, WATCH, LISTEN

Viral Marketing Review: Using and Identifying Design Patterns. Ship's Biscuit Blog (lots of good examples of viral video in different categories)

LECTURE

Search engine optimization

Lecture notes

READ, WATCH, LISTEN

A sampling of tools to help with Search Engine Optimization

Course textbook (Catherine Seda). Winning the SEO Battle (Chapter 1), and Leveraging Articles for the Web (Chapter 2)

Dave Chaffey. SEO Quick Wins

LAB

Lab cancelled

LECTURE

Lecture cancelled

LAB

Search Engine Optimization in practice

A sampling of Search Engine Marketing Tools

SEO "dummy" page

LECTURE

Search engine / contextual advertising

Lecture notes

READ, WATCH, LISTEN

Steven Levy. Secret of Googlenomics: data-fueled recipe brews profitability. Wired. May 2009.

Course textbook (Catherine Seda). Maximizing Pay-Per-Click (Chapter 8), Reaching Out Through Contextual Advertising (Chapter 9), Targeting Shopping Communities (Chapter 10)

Google Adwords Home. Classic Pay-per-Click model information

Gord Hotchkiss. Into the Mind of the Searcher

Click Fraud: the Dark Side of Online Advertising (Business Week, October 2006)

Bob Nicholson. Google AdWords Geo-Targeting (Video)

LAB

No Lab - Remembrance Day

LECTURE

Interactive advertising

The 3D internet: virtual worlds, digital goods, and marketing

Lecture notes

READ, WATCH, LISTEN

Interactive Advertising Bureau (IAB) - Glossary of Interative Advertising Terms v. 2.0

IAB - Ad Standards and Best Practices

Doubleclick: a selection of research reports relating to online advertising effectiveness

12% of Americans bought virtual goods in the last 12 months Wagner James Au (Gigaom)

Avatar-Based Marketing. Paul Hemp. Harvard Business Review, June 2006, Vol. 84 Issue 6, pp 48-57

Real Products in Imaginary Worlds. Edward Castronova. HarvardBusinessReview, May2005, Vol. 83 Issue 5, p20-22

Susan Wu: Virtual Good Make Real Money

LAB

Setting up a Google AdWords and/or AdSense account

Google AdWords

LECTURE

Affiliate marketing

Email and mobile messaging

Lecture notes

READ, WATCH, LISTEN

Course textbook (Catherine Seda). Connecting Through eMail (Chapter 6)

eMail Delivery Best Practices (Direct Marketing Association) (registration required for download)

eMail Marketing FAQ - very good set of documents on how to avoid spamming when using bulk email (from the Spamhaus Project)

Electronic Commerce Protection Act (Bill 27) Report from the Standing Committee on Industry, Science, and Technology

LAB

Affiliate marketing

Lab notes

• Amazon Associates     
• Keycode Canada  
• Google AdSense    

LECTURE

Marketing in a fast-moving world

Putting it all together: selecting the best promotion techniques

Lecture notes

READ, WATCH, LISTEN

Leo Burnett Group Predictions 2009, Future Trends in Marketing

LAB

Project Presentations

Presentation instructions and marking scheme

Presentation running order

LECTURE

Project Presentations

Presentation running order