Digital Marketing Management Certificate Syllabus Fall 2018

Transcription

1 Digital Marketing Management Certificate Syllabus Fall 2018

2 LAURA SMOUS CERTIFICATE DIRECTOR Welcome to Digital Marketing Management! I'm Laura, and I am so excited by what is possible at the intersection of marketing and technology. The tools today's companies leverage to tell their stories can also serve as one of their biggest differentiators. I am excited for you to join me in this exploration of the potential of digital marketing to bring brands to life and fuel their growth. I am currently VP Strategic Innovation at AtlasRTX, an A.I. chatbot solution that works alongside human teams to create exceptional customer experiences, 24/7, in 100+ languages, in the ways people prefer text, messaging and web chat. At AtlasRTX, I ve also served as VP Marketing and Client Success Executive. I blend my extensive Software-as-a-Service (SaaS) and agency experience, along with a love for marketing and passion for data, to help clients unlock the potential of emerging technologies to develop memorable customer experiences that drive revenue and retention. I am a versatile marketing leader and accomplished writer, with nearly twenty years of experience. HOW TO REACH ME Please feel free to reach out to me at any time: laurasmous@gmail.com (Canvas) COURSE INSTRUCTOR AND GUEST SPEAKERS Laura Smous Instructor / Certificate Director Joseph Cole Guest Speaker Liz Lathan Guest Speaker Joseph Cole A self-described new school marketer, Cole s experience bridges the divide between creative, strategy, user experience and demand gen. He has worked for award-winning ad agencies and forged new categories and movements at fast growth start-ups, from workforce performance to gamification and now influencer marketing. He has deep experience as a marketing leader, including demand gen/growth and marketing communications, with a keen focus on market positioning, public relations, and analyst relations. Cole is passionate about growth marketing and using stories to deliver engaging real experiences. He has spearheaded digital engagement strategies for many notable brands, including Microsoft, Cisco, VMware, SAP, Jive, Coca-Cola and more.

3 Liz Lathan Liz Lathan, CMP is a corporate event & experiential marketer who's obsessed with applying modern marketing principles to a segment of the marketing industry that has historically been an afterthought. Liz has led event marketing strategy and teams at Fortune 500 companies and consults with small and medium businesses on how to optimize their events within their broader marketing program. COURSE DESCRIPTION AND OBJECTIVES High-performing marketing teams fuel the growth of many of today s most exciting companies. Earning a spot on those rosters can be tough, without the right education and experience. Many skills you may already possess from your degrees and experience, such as communications, programming, design, statistics, psychology and creative writing, play a valuable role in today's marketing teams. This non-credit certificate will show you how to apply your skills together, along with modern marketing tools, to leverage them in a high-performing marketing team. You ll learn to: Understand the needs, attitudes and beliefs of real customers Translate them into effective marketing strategy and creative Leverage technology to connect with audiences Drive business results, and analyze your impact COURSE SCHEDULE AND INFORMATION Time and dates: Schedule: Tuesday/Thursday 6:00pm 9:00pm Saturday Lab: 9:00am 3:00pm Duration: 9/25 12/6 (note skipped dates in class-by-class information. No classes are held Thanksgiving week) Locations (map at the end of this document): Non-lab days: Continuing Education Building Classroom 246 Lab days: Continuing Education Building Classroom 156 MAC Lab PREREQUISITES This certificate has no pre-requisites REQUIRED MATERIALS Canvas: There is no text book for this course. Course materials will be online. Notice of any changes will be communicated through the Announcements tool on the class website (Canvas). Students are encouraged to update notification preferences in Canvas. Additional tools: You will need access to various cloud-based software to complete the capstone project. Many of the tools have a free trial period and some of these options may require purchase. We will discuss during the first week of class.

4 Access to a computer, preferably a laptop, is strongly suggested. Please contact Professional Education if this is a challenge. DESCRIPTION OF CAPSTONE PROJECT The overarching goals of the capstone are to tie together the higher level concepts that have been covered along the way, and translate them into a specific, actionable marketing strategy for a role model marketing company. This experience and the deliverables themselves are intended to demonstrate relevant knowledge and application, during the interview process. As part of a completed capstone, you will: Identify a marketing-driven company for whom a strategy can be developed Conduct basic research using publicly available information to determine larger organization goals to which marketing can peg their efforts Identify competitors and build competitor positioning matrix Collect and audit existing marketing collateral over time Build a content strategy and calendar, based on the organization s goals and structure Choose one integrated campaign to build ( , landing page, blog post, SEO, keyword strategy, draft paid social advertising), and execute, using tools taught Define internal and external resources needed to execute the strategy Propose and defend a budget Present and support the strategy Participate in and provide feedback to other learners capstone projects CERTIFICATE COMPLETION REQUIREMENTS All certificate students will receive a satisfactory or unsatisfactory grade at the conclusion of the certificate program. Following is a list of all items required for a satisfactory grade in this certificate. Attendance Requirements - Attendance is required for certificate completion. Students may miss up to one class as long as supplemental reading and/or make-up activity is completed. Make-up assignments and deadlines will be given by the Certificate Director. It is the student s responsibility to get in contact with the Certificate Director when missing a class. Capstone Project - a completed capstone project is required for certificate completion. See criteria listed below for more information about expectations for this project.

5 Attendance: absent no more than one class Capstone Criteria: #1 Research synopsis, content strategy, and campaign execution #2 Presentation of marketing strategy #3 Development and defense of marketing budget CERTIFICATE COMPLETION For students earning a satisfactory grade, the completed certificate will appear on official University of Utah transcripts. Students will also be awarded a University of Utah digital credential that can be shared on social media sites and used with other professional resources. Digital credentials are presented in a badge format and are embedded with meta-data that validate the skills demonstrated and other requirements for earning the badge. (Find out more about Digital Badges here). COURSE DROP POLICY Students may cancel for a full refund according to the University of Utah drop policy. Students not cancelling by University drop dates are not eligible for full or partial refunds. Students who have paid for a certificate but can no longer attend may defer their registration at no cost to another certificate that starts within 12 months. This option is available to our Degree Plus students at any time during their certificate program. Deferments are available to postpone certificate start only once and only for programs starting again within 12 months. DISCLAIMER The instructor reserves the right to make modifications to this information throughout the semester. DIVERSITY POLICY As an educational leader, it is expected that you develop an appreciation and understanding of diverse learners. Respect for and attention to diverse views and a culture of inclusiveness strengthens everyone s academic experience and will be encouraged through this class. PRIVACY This class adheres to the Family Educational Rights and Privacy Act regarding directory information and student records. For more information, visit the Privacy

6 Rights/Student Directory Information page in the Student Handbook at ACADEMIC HONESTY You will be held accountable to high standards for academic integrity and should read and understand the policy on academic integrity as printed in the University of Utah s Student Handbook. Utilizing the ideas, expressions, or words of others without citing the source constitutes plagiarism. You can read the Student Code of Academic Conduct at AMERICANS WITH DISABILITIES ACT (ADA) If you have special needs, as addressed by the Americans with Disabilities Act (ADA) and need assistance, please notify the Center for Disability Services The University of Utah seeks to provide equal access to its programs, services and activities for people with disabilities. If you will need accommodations in the class, reasonable prior notice needs to be given to the Center for Disability Services, 162 Olpin Union Building, (V/TCC). CDS will work with you and the instruction to make arrangements for accommodations. All written information in this course can be made available in alternative format with prior notification to the CDS. CLASS-BY-CLASS SCHEDULE Note - schedule subject to change; Canvas / website is always most current listing. Digital Marketing Management Certificate Class by Class Schedule Class Date Class Time / Hours Topic 9/25/2018 Tuesday 6-9pm 3 hours Demand Generation / Growth Marketing Fundamentals 9/27/2018 Thursday 6-9pm 3 hours Demand Generation / Growth Marketing Fundamentals Guest Speaker Break-No Class 10/2-10/4 10/9/2018 Tuesday 6-9pm 3 hours Today s Marketing Teams 10/11/2018 Thursday 6-9pm 3 hours Anatomy of Converting Campaigns 10/16/2018 Tuesday 6-9pm 3 hours Proving Performance 10/18/2018 Thursday 6-9pm 3 hours Proving Performance 10/23/2018 Tuesday 6-9pm 3 hours Proving Performance 10/25/2018 Thursday 6-9pm 3 hours Marketing Technology Landscape 10/30/2018 Tuesday 6-9pm 3 hours Marketing 11/1/2018 Thursday 6-9pm 3 hours Websites and Landing Pages 11/6/2018 Tuesday 6-9pm 3 hours Promoting Performing Content

7 11/8/2018 Thursday 6-9pm 3 hours Promoting Performing Content 11/10/2018 Saturday 9am-3pm 6 hours Promoting Performing Content - Lab 11/13/2018 Tuesday 6-9pm 3 hours Capstone 11/15/2018 Thursday 6-9pm 3 hours Capstone Thanksgiving Break No Class 11/22-11/25 11/27/2018 Tuesday 6-9pm 3 hours Capstone 11/29/2018 Thursday 6-9pm 3 hours Capstone Wrap Up 12/4/2018 Tuesday 6-9pm 3 hours Where Do I Fit in a Modern Marketing Team? 12/6/2018 Thursday 6-9pm 3 hours Where Do I Fit in a Modern Marketing Team? Guest Speaker COURSE FEEDBACK A course survey will be sent to each student following the end of the course. We value and appreciate your feedback on the course overall, material, schedule, instructors and more. Course feedback can always be sent at any time to proed@utah.edu or CLASS LOCATION AND PARKING Classes for this certificate are held at Continuing Education offices at 540 Arapeen Drive. Free parking is available next to the building! No permit is required!