- Syllabus: Read the syllabus (available in Moodle) carefully and completely. This is VERY important.
- Discover GOMC: You will be participating in the Google Online Marketing Challenge (GOMC) as part of this course. Therefore, it is important to become familiar with the rules and process of the competition. This section of the GOMC website outlines rules, major deliverables, and processes and procedures that will guide us through the semester. Please review these materials carefully and be prepared for class discussions. You should bring at least one question to first day of class.
- GOMC Digital Marketing Course "Pre-Course Preparation": This very brief overview highlights a few basic concepts of digital marketing that will help familiarize you with GOMC. An important action item is to create a Gmail account, if you do not already have one.
- Create a Gmail account: if you do not already have one - You will use the gmail account for team collaboration, and for assignments, particularly blogging.
- Stokes Chapter 1: This very brief chapter is a very quick introduction to e-Marketing, and basic definitions that are critical for developing the basic digital literacy you need to move forward with the course.
- 15-minute introduction to Search Advertising and Google AdWords
- Describe GOMC rules, processes and procedures
- Identify major class deliverables and expectations
- Define digital marketing
- Identify team members to work with on GOMC
- Identify potential clients for GOMC projects
- Meet and greet
- Course overview
- Gmail and blog set-up
- Meet the clients (6:30pm-7:30pm)
- Nina Marie Barbuto from Assemble
- Ashley Andrews from Pittsburgh Center for Creative Reuse
- Paula Levin from Literary Arts Boom
- Carrie Nardini from I Made It! Market
- Brenda DeCroo from Brenda DeCoo Coaching
- Diane Dailey and Denise Galloni from American Society for Training and Development - Pittsburgh chapter
- Sheila Ali from The Irma Freeman Center for Imagination
- Diana Riggins from Trinity Travel
- Bridget Rose (Marketing'09) from Bridget Rose Fine Stationary
- Enrico Nardini from The Thrifty Wargamer
- Introduction to search advertising with Google AdWords
- Team formation and client selection
- Expert team presentation sign-up
- Recap: To-dos before next class meeting
- Stokes Chapter 19: eMarketing Strategy
- Stokes Chapter 5: Search Engine Marketing
- Stokes Chapter 7: Pay-per-click Advertising
- Quiz 1 in Moodle
- Individual Assignment 1: Individual Blog 1
- Pre-Register for GOMC individually
- Team Assignment 1 (Access and submit in Moodle): Draft Pre-Campaign Report Part 1 (Use Real-Time Insights Finder and Global Market Finder as two of the tools for your market research) You should also use the Client Profile PowerPoint which contains client information you need for this assignment.
- Each team should make sure to have the signed client letter. Contact the instructor if you do not have a copy.
- Each team should have an AdWords account set up for the GOMC project. The team leader should submit the account username to the BUS572 instructor by filling out this short form here.
- Reminder: Team should check with client webmaster to see if they can turn on Google Analytics
- [Expert Team only] Prepare expert team presentation
NOTE: Please log in your Gmail account BEFORE accessing the following sites. This will prevent the sites from requiring you to answer additional questions. Use the FireFox or Chrome brower. Do not use Internet Explorer.
- GOMC Digital Marketing Course: Introduction to Digital Marketing (48 min. - Skip Carolina Rustica case study - you have already seen its video)
- GOMC Digital Marketing Course: Search Advertising: Search 101: Introduction to Search (14:22)
- GOMC Digital Marketing Course: Analytics: Understand What Works through Measurement (3:03)
- Digital Analytics Fundamentals Unit 1: Overview (2:08)
- Internet 101 by Google in Education (Review only topics that you are not already familiar with)
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