Course Schedule

Lesson 0: Foundations in Digital Outreach

W1: Aug 24-30  /  W2: Aug 31-Sep 6  / W3: Sep 7-13

Topics & Activities: Course overview and intro to the semester-long project. Becoming a digital marketing specialist, success in teams, intro to digital marketing tools and PESO Model, ethical practices in digital

Lesson 1: Integrated Marketing Communication

W4: Sep 14-20  /  W5: Sep 21-27

Topics & Activities: Initial project planning, integrated marketing communication (IMC) process, IMC plans, market research, target audience personas, customer decision process 

Lesson 2: Digital Marketing Tools & Tactics

W6: Sep 28 – Oct 4  /  W7: Oct 5-11

Topics & Activities: Planning and setup of your suite of digital assets – web, social, email, project management, web analytics, search engine optimization, search engine marketing. Integration of Google Analytics, SEO into your site, initial web and social content.

Lesson 3: Digital Campaign Strategy

W8: Oct 12-18  /  W9: Oct 19-25

Topics & Activities: Digital assets and visual storytelling, online advertising, and email marketing, digital campaigns, successful campaigns, campaign planning. Campaign #1: Establish goals, key messages, and themes, desired outcomes, content strategy, and editorial calendar

Lesson 4: Campaign #1 Implementation & Metrics

W10: Oct 26 – Nov 1  /  W11: Nov 2-8

Topics & Activities: Online advertising and email marketing, creation of templates, creation of repeatable content, Campaign 1 monitoring and real-time adjustments

Lesson 5: Campaign #2 Implementation & Metrics

W12: Nov 9-15  /  W13: Nov 16-22  /  Fall Break Nov 23-29

Topics & Activities: Campaign 2 planning, implementation, monitoring, metrics, prepping for final showcase and presentations.

Lesson 6: Final Presentations

W14: Nov 30 – Dec 6   /  Dead Week: Dec 7-11

Class does not meet Finals Week

Activities: Team final showcase and presentations