Digital Marketing in the Global Marketplace: Session 4 (2.19.2014): Finalizing Campaign Designs

To be completed BEFORE class meeting

Session 3 Assignments
Session 3 EIA

Learning Objectives

Distinguish display advertising and search advertising
Define basic functions of Google Analytics and how it relates to AdWords
Refine pre-campaign AdWords designs

Class Meeting Outline (3 hours)

Advanced AdWords Campaign Design with guest speaker Emily Gouwens from Impaqt (confirmed)
Expert Team Presentation (D) on Analytics
Expert Team Presentation (E) on Search Engine Optimization

Assignments Due Before Next Class Meeting (8 hours of studies outside classroom)

Reading online about A/B Testing: "This Lingerie Company A/B Tests The World's Hottest Women To See Who Makes You Click "Buy" by Greenfield, 2014
Reading in Moodle: “An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets” by Ghose and Yang 2009
"Jordan Brand" case study on Google Display Network
Quiz 4 in Moodle
Individual Assignment 4: Individual Blog 4
Team Assignment 4 (Access and submit in Moodle): Revised Pre-Campaign Report
The team should be ready to start the campaign as soon as funds from GOMC are available before next class meeting, so they can have a chance to review and discuss campaign performance with Sarah Peduzzi during the next class meeting.
[Expert Team only] Prepare expert team presentation

EIA (70 minutes each two week period)

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.

Choose three of the following:

Digital Marketing in the Global Marketplace

Analytics Experiment

Session 4 (2.19.2014): Finalizing Campaign Designs

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