Fall 2018 Course Schedule
Please note that this schedule is subject to change. Changes will be announced in class and on our course D2L site. Additional readings will be assigned in class as well. In most cases, additional readings will be made available on our D2L course site.
Readings, individual course projects and assignments will be presented in class. Another reason attendance is critical to your success in this course.
Readings, individual course projects and assignments will be presented in class. Another reason attendance is critical to your success in this course.
> Weeks 1 & 2 • Aug. 28, 30 & Sept. 4, 6
- Course & Student Introductions
- Defining Paid, Earned & Owned Media
- The PESO Model
- 2018 Ad Age Marketing Fact Pack
> Reading & Assignment: 2018 Ad Age Marketing Fact Pack
2018 Ad Age Marketing Fact Pack |
> Assignment: Persona Profile Design
> Weeks 3 & 4 • Sept. 11, 13, 18, 20
- Story of Content: Rise of the New Marketing • A Documentary by The Content Marketing Institute
- 2017 Content Marketer of the Year Case Study - REI
- Brand Storytelling - Stories vs. Interruptions
- CM Resourses
> In Class Assignment: Documentary Reflection Questions
Content Marketing Film Reflection |
> Assignment: Google Trends Scavenger Hunt
Google Scavenger Hunt Guidelines |
> Assignment: Best of Content Marketing In Class Assignment | Due In Class Thursday, September 20
Why Monitor Google Search Trends?
Taking a good look at what people are searching for can give us some interesting insights into what's coming up trends of the collective consciousness. It's important to note that utilizing 'Google Trends' to analyze search data isn't hard scientific data – but it's good for seeing patterns.
What do search trends matter for my business?
Google Trends can be used to help your company's content creators better understand what people want to know about. It can also be used to gauge brand interest over time, and aid your content creation.
What do search trends matter for my business?
Google Trends can be used to help your company's content creators better understand what people want to know about. It can also be used to gauge brand interest over time, and aid your content creation.
Google: What We Searched for in 2017
Google: What We Searched for in 2016
Google: What We Searched for in 2015
Google: What We Searched for in 2014
> Weeks 5 & 6 • September 25, 27 & Oct. 2, 4
• Developing a Content Marketing Strategy
• Brand Storytelling - What Makes A Good Brand Story?
• Brand Storytelling - The Power of Influencers
• Brand Storytelling - What Makes A Good Brand Story?
• Brand Storytelling - The Power of Influencers
> Readings & Assignment: Understanding Influencers
Understanding Influencers |
Telling Your Brand Story To, Through, and With Influencers |
Influencer Marketing Mistakes |
> Assignment: Midterm Project & Presentation
38+ Examples of Brands Doing Great Content | Content Marketing Institute (CMI)
2016 75 Examples to Spark Your Content Marketing Creativity | Content Marketing Institute
75 Examples to Spark Your Content Marketing Creativity |
2017 75 (More) Content Marketing Examples | Content Marketing Institute
Content Marketing Examples |
> Weeks 7 & 8 • Midterm Week Oct. 9, 11, 16 (No Class Oct. 18 - Midterm Break)
• Personalization & Personas
• The Content Marketing Team
• Brand Storytelling Content Creation - From Podcasts to Instagram Stories
• Content Creation vs. Curation
• The Content Marketing Team
• Brand Storytelling Content Creation - From Podcasts to Instagram Stories
• Content Creation vs. Curation
> Reading: Killer Content Marketing
> Reading: Visual Listening Guide
Visual Listening Guide |
> Weeks 9 & 10 • Oct. 23, 25, 30 & Nov. 1
• Brand Storytelling - The Return of Investment (ROI)
• CM Measurement and KPIs
• CM Measurement and KPIs
> Reading: Tips for Setting Measurable Goals
Setting Measurable Goals |
> Weeks 11 & 12 • Nov. 6, 8, 13, 15
• Brand Storytelling - The Future of Branded Content
• WTF! Artificial Intelligence
• WTF! Artificial Intelligence
> Readings & Assignment: Artificial Intelligence
WTF? Artificial Intelligence |
AI & Marketing Research Report |
> Week 13 • No Classes Nov. 20 & 22 - Thanksgiving Break
> Weeks 14 & 15 • Nov. 27, 29 & Dec. 4, 6
> Final Content Marketing Strategy and Design Projects & Presentations