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Explore social media and semantic web strategies and tactics by using contemporary and emerging new-media channels, and digital and mobile technologies and platforms. Learn how to establish realistic business and performance goals within these environments; integrate new communications platforms and technologies into existing marketing plans; systematically evaluate new technologies and delivery platforms to determine an optimal marketing mix; and evaluate in-market results. Analyze the strengths and pitfalls offered by channels such as email, RSS, SEO-optimized websites, blogs, audio and video podcasts, social and business networking sites, and social media newsrooms. Explore emerging technologies that could alter the landscape of contemporary marketing. At the end of the course, you will be able to plan and execute a cost-effective, strategic marketing program that will include new media integrated with conventional marketing approaches to make brands and companies “go viral” and increase lead-to-sales conversion rates.
Course Outline
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Course Objectives
- Identify and describe social media sites and new media technologies that are pertinent to contemporary marketing
- Describe how new media technologies are changing and challenging traditional media formats and non-mass communications
- Explain how to use traditional, digital, mobile, Internet and new media communications channels to create awareness of and position products/services in specific target markets
- Compare competing websites and their multimedia content for marketing and storytelling purposes
- Evaluate new media opportunities and rate their ROI
- Grade the risk levels of various social media and technological tools and evaluate the effects of those risks when calculating potential ROI
What You'll Learn
- Websites and blogs
- Integrated marketing approaches
- Social media profiles (Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest and Instagram) and strategies
- Networking
- RSS feeds and blog
- Podcasting, videocasting, webcasting
- Microblogging
- Widgets and badges
- Bookmarking and communities
- Keywords and optimization
- Website analytics and SEO tools
- Crisis management
- Social media newsrooms
- Public relations
- Tools and ethics
- Storytelling
How You Learn
- Lectures
- Small-group work
- Final project: plan, execute and perform an ongoing analysis of a social media marketing strategy for a company and its brands
Is This Course Right for Me?
This course is intended for marketing managers, product managers, target marketers and anyone in small- to medium-sized companies who want to learn the latest tips, tricks, techniques and strategies in using current and future technologies in the online marketing arena.