Lesson 2

L2: 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.

Weekly Activities

T, Sep 29Th, Oct 1
Overview of 310 project digital toolkit – web, social media, paid ads, digital metricsStatus Report #1 – report on plan, brand, strategy
T, Oct 6Th, Oct 8
User research and user testingUsability and user-centered design

Assignments

All assignments due Sunday, Oct 11
Note: Click here to take the weekly extra credit survey (The second survey is due Sunday, Oct 11 at 11:59 pm) Each survey submission is worth 2 points.

CategoriesAssignmentsIndividual vs. TeamPoints
Team ReportsStatus Report #1: Report on plan, brand, and strategy for mock companyTeam20
Reading & Lecture QuizTopics covered: SEO/SEM, composition and hierarchy, web development, responsive web design, usability and user-centered design, user research Individual12
Creative ActivityPersonal bio for team projectIndividual10
Team ProjectPart 2: Initial setup of website and social channelsTeam30
Google AnalyticsGoogle Analytics for Beginners: Unit 3 – Basic Reports and Unit 4 – Basic Campaign and Conversion Tracking Individual20
 L2 Total Points 92

Lecture Materials

Tutorials for Digital Tool Setup

In Class Activities

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