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MBA Lesson Plans for Online Marketing Social Media Course

I need to find a highly experianced academic writer to compile 30 hours of lesson plans for part of an MBA course on Social Media and online Marketing.

Below is the rough structure that I am looking to create.

PLEASE DO NOT APPLY unless you have highly relevant experiance.

Course overview

Online marketing is unquestionably the most dynamic and fast-moving field in marketing today. In line with recent advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. During this course we will guide you through the major trends that exemplify forward thinking, and which will continue to inspire great online ideas well into the future. We will look at international case studies and give practical examples will help you master the key concepts and techniques of online marketing.

Program objectives

By examining a number of carefully-selected case studies from start-ups to international business, the course will provide students with the mechanism for focusing and developing their own ideas concerning online marketing. The ultimate objective will see individuals and teams simulate the startup of their own online business.

Assessment

Individual/group report back: The primary means of assessment will be through oral and written feedback at regular intervals during the course. Students are required to take notes and to be able to present a brief report on their findings after each session. This may be done individually or as a group. Particular weighting will be given to the presentations in the following two modules (lessons 8,9 and 10)

Lesson Schemes

Each session will last a total of 3 hours.

Lesson one: The Digital Media Revolution

What is the digital revolution? How has the digital revolution changed media? How has it affected consumers as well as providers? And what lessons can be learnt about the relationship between the two? We offer an introduction to the way that digital technology is changing media, and examine the problems and opportunities that it has created for marketers. We will look at the ways in which one company, Telecom New Zealand, has adopted a multimedia approach and integrated digital technologies into its business model.

Lesson two: Search Marketing?

Is search really considered marketing? We look at the phenomenon from the angles of marketing push as well as consumer pull. We will cover strategies for optimising results in both natural and paid search campaigns. The central importance of keywords and key phrases will be highlighted. Case studies will include an in-depth look at major search engines Google and Bing, and consider the various services provided by each as well as the fundamental differences.

Lesson three: - E -commerce and E-branding

What are the opportunities offered by the Internet as storefront? We consider the two core business functions of the web: selling products directly through e-commerce, and opportunities for e-branding. We learn how to building a great brand website, and how to analyse and measure Return on Investment (ROI). Our case study examines the success of eBay in developing e-commerce communities.

Lesson four – Advertising on the Web

New approaches to creative media have vastly expanded the use of display advertising. We will explore the wide variety of advertising that the web provides, examining both simple and rich media options. Email marketing is an increasingly powerful tool for getting the message across, and we also look at ways in which offline advertising meshes with the opportunities available in the online world. In this context we will examine as a case study the innovative work of Burger King.

Lesson five – The Social Web

The fourth estate is an expression frequently used to refer to the mainstream press. Now it has been joined by ‘the fifth estate’ - social networking – whose increasingly rich community engagement provides a fertile ground for online marketing. How is the social network continuing to affect online marketing? Facebook is just one example, but ‘alternative realities’ like Second Life and MMORPG – multiplayer gaming – also provide ways of reaching out to mass audiences. The social web is the perfect vehicle for activism and political marketing. We look at Barack Obama’s election campaign as a case study.

Lesson six – Online applications and mobile marketing

Downloadable applications are transforming both the computer and the mobile phone industries. We will consider how the web is increasingly taking over the role of the computer’s hard drive, giving rise to an explosion in online functionality. Future computing, particularly cloud computing, is already second nature for consumers, and the rise of tablet and mobile phone widgets and apps is already having a major effect on marketing programming. We look at the phenomenon and application of mobile phone marketing, taking as a case study major online sports network ESPN

Lesson seven – Measurement and Analytics

A key advantage of digital marketing is its inherent measurability, but can the wealth of riches turn into information overload? We will look at the importance of measurement reports and key performance indicators. We also examine problems with online measurement, as well as ways in which to make marketing anayltics actionable. As a case study we will look at Dove and their communications optimisation process.

Lesson eight - Ethical Approaches

One of the greatest concerns for online marketing is privacy, particularly where sensitive data is concerned. The advent of cloud computing has led to questions concerning secure storage. Finally, marketing directed at children is a particularly sensitive area, offline as well as online, but the ease of access to the internet makes this particularly important to understand in terms of the seller’s responsibilities. The case study, of toy manufacturers Geppetto, will focus on this last question.

Lesson nine and ten – Start your own online business

Students are asked to build on their core courses to work up a strategic marketing plan to launch their own online business. Working in groups, students will be expected to present their plan under competition conditions, thereby confirming their ability to assess and communicate the value of new ideas.

Resources

Readings/Case Studies

1. Gladwell, M 2001 – The Tipping Point: How Little Things can make a Big Difference

2. Garfield, B 2009 The Chaos Scenario: Amid the ruins of mass media, the choice for business is stark: Listen or Perish. New York: Stielstra Publishing

3. The Truth about Search Engine Optimization: Searchers either find you or your competitors – New Jersey Pearson Education, Inc.

4. Verklin D. and Kanner 2007 Watch this, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the media you constantly consume

5. Aderson, C. 2008 – The Long Tail: Why the future of Business is selling less of more. New York : Hyperion

6. McFadyen, T 2008. Ecommerce – Best Practices: How to Market, Sell and Service Customers with Internet Technologies : Virginia Mc Fadyen Solutions

7. Plummer, J Rapport S., Hall, T and Baracci R. 2007 The Online advertising playbook; Proven strategies and tested tactics from the advertising research foundation – Hoboken : John Wiley and Sons Inc.

8. Godin, S. 1999 – Permission Marketing: Turning Strangers into friends and friends into customers. New York: Simon & Schuster

9. Safko, L and Brake, D.K 2009 – The Social Media Bible: Tactics, Tools and Strategies for Business Success. Hoboken: John Wiley and Sons, Inc.

10. Weber, L. 2009. Marketing to the Social Web: How Digital Customers Communities Build your business, 2nd ed. Hoboken John Wiley and Sons, Inc.

11. Bruns, A. 2008 Blogs, Wikipedia, Second Life, and Beyond. New York: Peter Lang Publishing, Inc.

12. Tapscott, D and Williams, A. D. – 2008 Wikinomics: How mass collaboration changes everything. New York Portfolio

13. Surowiecki, J. 2005. The Wisdom of Crowds. New York Anchor Books

14. Dushiniski, K 2009. The Mobile Marketing Handbook: A Step by Step guide to creating Dynamic Mobile Marketing Campaigns. New Jersey: CyberAge Books

15. Fling, B 2009. Mobile Design and Development: Practical Concepts and Techniques for creating mobile sites and web apps.

16. Clark, J Best Iphone Apps: The guide for discriminating downloaders. California: O’ Reilly Media Inc.

17. Seiter, E. 2007. The Internet Playground: Childrens Access, Entertainment and Mis-education.

18. Ess, C. 2009 – Digital Media Ethics: Digital Media and Society Series. UK Polity Press

Skills: Ghostwriting, Powerpoint, Research Writing

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