1. Digital Marketing BUS 320 The Emerging Science of Clickonomics

2. BUS 320: Pre-Launch Ground Rules New Course: Expect some raggediness Emerging Field: It’s changing while we’re studying it Learning Lab: If you don’t make mistakes, you’re not trying hard enough All for All: Support each other’s learning (no one left behind) Creating Value: GOAL -- Make yourselves more marketable AGREE?

3. BUS 320: Pre-Launch Intro’s Who are you and why are you here? Your name, year, major What in the world possessed you to take a course in Digital Marketing? What kind of job will you look for after graduation? What are your two greatest areas of interest & expertise? How do you want to be thought of? (e.g., as “the one who loves burritos” or “the one who can draw” or “the one who wants to start a clothing business” or “the one who asks out-of-left- field questions”)

4. BUS 320: Pre-Launch Intro’s The General Plan: Hands-On Learning of Content Marketing 1.To promote yourself and your future career 2.To develop usable, practical skills 3.To create actual examples of content marketing a)Your own personal career-focused website b)Contributions to one or more larger organizational projects

5. BUS 320: Pre-Launch Intro’s Review Syllabus

6. BUS 320: Pre-Launch Intro’s Requirements: Copyblogger: Instead of textbook… Register for free e-Books and course at http://www.copyblogger.com/blog/http://www.copyblogger.com/blog/ WordPress: Instead of homework and exams… Plan, launch and carry on your own personal content marketing campaign using a WordPress web site as the focal point: https://wordpress.com/https://wordpress.com/ LinkedIn & Twitter: Sign up and learn to use them

7. BUS 320: Pre-Launch Intro’s Content Marketing of Yourself: How It Will Work: WordPress Site: Your online resume, portfolio, demonstration of expertise and ability to engage with your target audience LinkedIn & Twitter: Set up profiles, identify and engage with target audiences, refer contacts back to your WordPress site Copyblogger: Tons of useful advice

8. BUS 320: Pre-Launch Intro’s Content Marketing of Yourself???

9. BUS 320 Review: The “Four P”s Product: It’s what you’re selling Price: What you want in return Place: Where & how you deliver “it” to your customers Promotion: Marketing communications ►Product ►Price ►Place ► Promotion

10. Product Characteristics Your Product: It’s what you’re selling Goods, services, ideas Yourself Your store An experience Ideals, values, behaviors ►Product ►Price ►Place ► Promotion

11. Product Strategies Your Product: It’s what you’re selling Make it better Make it customized, personalized Make it slimmer, sexier, prettier Make it unique Make it comfortable, pleasurable, rewarding, sweet Make it a status symbol Make it a secret indulgence ►Product ►Price ►Place ► Promotion

12. Pricing Characteristics Your Price: What you want in return Money Trade balance Love, fame, support, loyalty Future considerations Strategic advantages ►Product ►Price ►Place ► Promotion

13. Pricing Strategies Your Price: What you want in return Charge less (offer savings) Charge more (appear more valuable, more elite, better) Quantity discounts Frequent buyer discounts Target group discounts ►Product ►Price ►Place ► Promotion

14. Distribution Characteristics Place: Delivering “it” to your customers In a store, or multiple stores Through agents, distributors Door-to-door, face-to-face Internet, mail order Events Fixed or mobile: cities, states, countries ►Product ►Price ►Place ► Promotion

15. Distribution Strategies Place: Delivering “it” to your customers Open a new location Offer home delivery Create a mobile location—a traveling booth Get a presence in other organizations’ locations Turn customers into representatives Tupperware parties, concerts, mall demonstrations Seminars, conference presentations ►Product ►Price ►Place ► Promotion

16. Promotion Strategies Promotion: What most people think of as Marketing Advertising Sales promotion Public relations Web marketing, direct marketing Event marketing Telemarketing and face-to-face selling Word of mouth and “Guerrilla” strategies ►Product ►Price ►Place ► Promotion

17. Promotion Strategies Promotion: What most people think of as Marketing Advertising: expensive and untrusted—use with care! Sales promotion: specific tools and strategies Public relations: story development and idea marketing Web marketing, direct marketing: measurable sales generators Event marketing: opportunities for direct customer interaction Telemarketing and face-to-face selling: personal skills and scripts Word of mouth and “Guerrilla” strategies: cut costs with creativity ►Product ►Price ►Place ► Promotion

18. Self-Promotion Strategies Product: What are you selling? Skills, experience, energy level, personality, other attributes? Price: What do you want in return? Salary, skills, experience, visibility, mentorship, network building, fun? Place: Where & how will you deliver “it” to your customers Location, hours, travel, telecommute/virtual, internship, contract, freelance? Promotion: What are your marketing messages and channels? What are your audiences’ interests, what do they need, where do they hang out?

19. Assignment for Thursday: About Product: What are you selling? Skills, experience, energy level, personality, other attributes? Price: What do you want in return? Salary, skills, experience, visibility, mentorship, network building, fun? Place: Where & how will you deliver “it” to your customers Location, hours, travel, telecommute/virtual, internship, contract, freelance? Promotion: What are your marketing messages and channels? What are your audiences’ interests, what do they need, where do they hang out?