CCT356: Online Advertising and Marketing

1. CCT356: Online Advertising and Marketing Class 1: Introduction

2. Welcome! • History of course • Structure of course • A bit about myself and Pam • Experimental elements in course design – hybrid model and e-portfolios

3. Importance of Course • Traditional media decline = divergence of resources • Online ads now exceed print worldwide (http://blogs.forbes.com/afontevecchia/2010/12/20/online-ad-spending-exceeds-print-hitting-25-8-billion-2/?boxes=Homepagechannels&urlhash=KE5w&goback=.gde_41352_member_38178849) • Shifting audience – and implications for media players • Draw of the power of online advertising • Untapped (and potentially creepy) potential as “online” moves into social media, mobile access, augmented reality, etc. • Increasing market needs – a good time to learn this!

4. Basic Course Information • Lectures • Hybrid • Text • Readings (can be added based on guest spots) • Plagiarism • Medical notes • Accessibility

5. Wiki • http://cct356-w11.wikispaces.com • A brief tour of features • Notes on public forum and etiquette

6. Portfolio & Personal Branding (10%) • What is a portfolio? • Not just media dump – but reflective learning • A foundation for personal branding – increasingly, the way to be noticed and the way to network • Assignment: represent class work in e-portfolio • Also, 2 page strategy document re: personal brand • Work throughout course – due by end of classes (April 1) – posted on personal wiki or e-portfolio software (to be discussed/showcased)

7. Annotated Bibliography (10%) • Many, many sources of information emerging in area and not (yet) peer-reviewed/academic – just too emergent for that to be the case of yet • Scan the field – pick two articles, summarize, post on class wiki, add tags (folksonomy) • Must have clear link to course topics • Due by end of classes (April 1) – but easy and advisable to do early

8. Online Advertising Critique (15%) • Pick an ad/strategy you find • Examples (DO NOT USE – find new ones) • http://www.fastcompany.com/pics/decades-10-best-digital-ad-campaigns • http://www.theglobeandmail.com/news/technology/trending-tech/top-10-social-media-hits-and-misses-of-2010/article1853134/ • About 750-1000 words, posted on wiki • Integrated visuals/media work, as can background history/sources – even interviews (good way to get foot in door!) • Due Feb. 8

9. Online Ad Design (15%) • Build a campaign for client of your choosing • Develop three types of advertising consistently • Brief (300-500 word) description on process, ideation, concept, execution • Don’t use logos/trademarks/brand identity without permission (THS example) • As a result, perhaps pick smaller organizations, school groups (even CCIT?), charities, etc. • NOT a full marketing strategy – that’s the next assignment • Due March 1, on class wiki

10. Final Project (25%) • In groups of 4, do a full campaign strategy for online/social media interaction • Must be a real client (can build on an individual’s project from last assignment) • Must conform to limits (e.g., if they can’t possibly afford or support it, it’s not a good choice.) • Not necessarily just a laundry list of technologies – if they have no strategic use for a tech, why include it?

11. Final Exam (25%) • At UTM during exam period (time/date TBA) • Mostly application of concepts, some MC • More to follow as date arrives

12. Next Week • Download and read first two chapters of text – starting at the foundations (which are still used and useful!) • Hopefully the first confirmed guest spots will be finalized by then