CCT356: Online Advertising and Marketing Class 1: Introduction

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

Importance of Course Traditional media decline = divergence of resources Online ads now exceed print worldwide ( 2/?boxes=Homepagechannels&urlhash=KE5w&goback=.gde_41352_member_ ) 2/?boxes=Homepagechannels&urlhash=KE5w&goback=.gde_41352_member_ 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!

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

Wiki A brief tour of features Notes on public forum and etiquette

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)

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

Online Advertising Critique (15%) Pick an ad/strategy you find Examples (DO NOT USE – find new ones) /article / /article / About 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

Online Ad Design (15%) Build a campaign for client of your choosing Develop three types of advertising consistently Brief ( 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

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?

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

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