IML140 Section 37405R - Digital Marketing and Social Media
Timing: SPRING 2018, Mondays 4:00 - 5:50 PM
Location: SCIL105
Professor: Tatiana Mulry
Contact: 661-645-3185 –
Office Hours by Appointment
COURSEDESCRIPTION
Introduction to the expressive potential of multimedia as a critical and creative tool, supplementing traditional forms of academic work. This course offers an opportunity to learn the tools and technologies of ideation, development and implementation of digital media campaigns for real-world companies. Students form digital media agencies and work directly with local businesses to strategize, develop and deliver digital media marketing campaigns, which are designed to be compelling in social media environments. At the end of the semester, each agency will deliver their campaign to their client in a final project.
TECHNOLOGY/HARDWARE/SOFTWARE REQUIREMENTS
All classes in the MAP curriculum integrate multimedia authoring and theory. Students in this course will have access to SCI labs and will be using an array of software applications to complete assignments; students are invited to work with IML support staff for tutorials and technical support.
REQUIRED TEXTS AND MATERIALS
All texts and materials will be provided to students via the syllabus, wiki and throughout course. No other materials or texts are needed.
GRADING BREAKDOWN
- Digital Me Assignment 5%
- Agency development 15%
- Agency website 15%
- Agency team video 15%
- Social Media campaign for client 30%
- Final Pitch 20%
WEEKLYSCHEDULE
The following weekly schedule is subject to change. Please consult the course wiki for the most current information, assignments and due dates.
Week1(01/8)Anatomy of a Digital Marketing Agency
-What is the current digital marketing/social media landscape?
-What are the trends, insights and cultural implications stemming from the rise of digital?
-What is a digital marketing agency, and what is it like to work in an agency?
ASSIGNMENT – Digital Me - Introduce yourself digitally
Showcase your skills and interests, incorporating your favorite digital and social channels and technologies in a short presentation to the class. Since you will be working in groups for the rest of the semester, it is important that you convey your skills and interests to find the best match.
Week2(01/15) Martin Luther King Jr. Day – No Class
Week3(01/22) - Marketing Fundamentals
-Review Digital Me Assignment
-How to create a buyer persona
-How to find your audience online
-How to conduct market research online
- Facebook Audience Insights
- Google Keyword Tool
-How to identify your unique selling proposition
-What goes into creating an effective brand?
-How do brands evolve over time?
-How is the brand expressed in different ways?
-What are brands doing to connect with you online?
ASSIGNMENT – Create a Digital Agency – Due Week 4
Work in pairs or triads to create and brand a digital agency focused on a specific industry that you would like to serve. Develop a brand identity package, including:
- Agency Name
- Logo
- Slogan
- Design direction
Week4(01/29) - The Digital Centerpiece
-Review Agency Names, Logos, Slogans and Design Directions
-Websites and Apps
-The Marketing Funnel
-How to choose a name
-Hosting
-Popular services
-Search Engine Optimization
ASSIGNMENT - Agency Website that utilizes Identity package - Due Week 6
-About Agency, About Team, Portfolio, Contact
-Agency team video
Week5(02/05) -Audience Building
-Email marketing and list building
-Social media marketing and audience building
-Blogging
-Video
-Local
-Paid Advertising
Week6(02/12) - Copywriting and Design for Persuasion
-Review Agency Websites
-Keyword Research
-Competitive Research
-Design Trends
-How to Write for Your Buyer Persona
-AIDA – Awareness, Interest, Desire, Acquisition
-Before and After
ASSIGNMENT - Client Deliverables - Due Week 8
- Find and select clients that fit your agency focus - Submit at least 2 (ideally 3) options.
- Contact client and introduce your course and objectives.
- Meet with client and complete a brief for the assignment based on their business goals.
- Determine what digital/social media deliverables will accomplish their goals, within the time and resource constraints that you have.
Week7(02/19) Presidents Day – No Class
Week8(02/26) – Social Media Roundup – Be Where Your Buyers Are
-Review Client Selections and Deliverable Lists
-YouTube
-Google +
ASSIGNMENT –Final Project and Presentation – Due Week 16
-Each Group will deliver a final presentation to the class and guests (in person or remote). The presentation will be in the form of a prospective pitch to a new client and highlight the agency website, team and portfolio.
- Mandatory: 30-90 second video that promotes the business.
- Develop a second deliverable, such as a website, enhanced video, market an event, new corporate identity, email campaign, Facebook contest, YouTube channel/videos, Snapchat campaign, Instagram content, etc.
Week9(03/05) - Landing the Message
-Creative Campaign Engagement Planning Process
-The IT Factor
-Jolt – A Breakthrough Opportunity
-Sculpting the Message
ASSIGNMENT - Work on Client Deliverables
Week10(03/12)-SpringBreak Week– No Class
Week 11(03/19) - The Buyer’s Journey
-Awareness
-Consideration
-Decision
ASSIGNMENT - Work on Client Deliverables
Week12(03/26) - Analog/Digital Crossover
-Workshop/Q&A
-Making the most of investment
-Driving from traditional to digital
-Driving from venue to digital
-Digital to retail
-Digital to digital
ASSIGNMENT - Work on Client Deliverables
Week13(04/02)- Action and Conversion
-Workshop/Q&A
-Capturing the lead
-Nurturing the lead
-Driving to a transaction
-Customer service
-Optimization
-Retention
-Referral
ASSIGNMENT - Work on Client Deliverables
Week14(04/09) - Measurement
-Workshop/Q&A
-Google Analytics
-Other Social Analytics
ASSIGNMENT - Work on Client Deliverables
Week15(04/16) -Final Workshop
ASSIGNMENT - Work on Client Deliverables
Week16(04/23)LastDayOfClass
FINAL PRESENTATIONS IN CLASS
Evaluation
Each IML 140 assignment will contain project evaluation guidelines clearly indicating what is expected for the assignment. In general, you will be graded on these elements:
Conceptual Core
- Is the project’s thesis clearly articulated?
- Is the project productively aligned with one or more of the multimedia genres outlined in lab?
- Does the project effectively engage with the primary issues presented in the assignment?
Research Competence
- Does the project display evidence of substantial research and thoughtful engagement with its subject?
- Does the project use a variety of types of sources (i.e., not just websites)?
- Does the project deploy more than one approach to its topic?
Form and Content
- Do structural and formal elements of the project reinforce the conceptual core in a productive way?
- Are design decisions deliberate and controlled?
- Is the effectiveness of the project uncompromised by technical problems?
Creative Realization
- Does the project approach its subject in creative or innovative ways?
- Does the project use media and design principles effectively?
- Does this project achieve significant goals that could not have been realized on paper?
Wiki
Media Arts + Practice courses use a wiki system for course planning and management. Each course has its own wiki, where the professor posts readings, assignments, and other course materials. Students use the wiki to post their reading responses and class projects, and to participate in class discussions.
Wiki accounts are no longer tied to the old MA+P Portal accounts. They are tied to the SCA Lab accounts. These accounts grant you access to the following:
• MA+P Wikis
• SCA Workstation logins
• SCA Knowledgebase
The address for the MA+P wikis is
Activating Your Account
To activate your SCA account, you must first log in to an SCA Lab computer (it must be a computer that is connected to the SCA lab network). Your first login activates your account. After that, you can access the wikis and the SCA Knowledgebase from any machine.
The First Login
On the home screen of an SCA lab machine, enter the following information:
• Default username is your USC email prefix
o If your USC email is , then your username is ttrojan
• Default password is your 10-digit USC ID
You will be prompted to enter a new password, and your account will be officially activated. If there are any issues activating accounts, contact David Lopez () and/or Creative Tech ().
Please note: SCA accounts have no expiration date.
Accessing the Wikis
Open the Firefox or Safari browser (not Chrome). Navigate to Click on the Wikis button.
In the top right corner (in the grey navigation bar), click on the open lock icon. Log in using the credentials above. Your wikis will appear in the main body of the page. Click on the wiki that corresponds to the course in which you are currently enrolled.
Editing the Wiki
Students may create new wiki pages by selecting the plus-sign icon in the grey navigation bar at the top of the page. Student may edit an existing page by choosing that page, then clicking the pencil icon in the navigation bar.
For basic wiki support, please click on the gear icon and then select “Help.” You will be redirected to the Apple Wiki Help page.
Logging Out
To log out of your wiki account, click the open lock icon and select “Log Out.” If you are using an SCA Workstation, you should also log out of your computer user account before you leave.
Forgotten passwords
Students can go to the Help Desk located in the lower level of SCA in B139. Exit from the SCA elevator and turn left. Follow the hallway all the way to the Help Desk. Hours vary throughout the semester, but they match the SCA Production Lab hours. The hours vary, but the SCA Production Labs are usually open from 9am – 9pm. The schedule can be verified on the SCA Knowledgebase (click to view SCA Lab hours on SCA Knowledgebase).
ASSIGNMENT SUBMISSION POLICY
All assignments must be turned-in by the start of class on the due date indicated on this syllabus, unless otherwise noted by the professor or on the class wiki.
POLICIES
Academic Conduct
Plagiarism – presenting someone else’s ideas as your own, either verbatim or recast in your own words – is a serious academic offense with serious consequences. Please familiarize yourself with the discussion of plagiarism in SCampus in Section 11, Behavior Violating University Standards.
Other forms of academic dishonesty are equally unacceptable. See additional information in SCampus and university policies on scientific misconduct.
Discrimination, sexual assault, and harassment are not tolerated by the university. You are encouraged to report any incidents to the Office of Equity and Diversity or to the Department of Public Safety. This is important for the safety whole USC community. Another member of the university community – such as a friend, classmate, advisor, or faculty member – can help initiate the report, or can initiate the report on behalf of another person. The Center for Women and Men provides 24/7 confidential support, and the sexual assault resource center webpage describes reporting options and other resources.
Support Systems
A number of USC’s schools provide support for students who need help with scholarly writing. Check with your advisor or program staff to find out more. Students whose primary language is not English should check with the American Language Institute, which sponsors courses and workshops specifically for international graduate students. The Office of Disability Services and Programs provides certification for students with disabilities and helps arrange the relevant accommodations. If an officially declared emergency makes travel to campus infeasible, USC Emergency Information will provide safety and other updates, including ways in which instruction will be continued by means of blackboard, teleconferencing, and other technology.
Student Counseling Services (SCS) - (213) 740-7711 – 24/7 on call
Free and confidential mental health treatment for students, including short-term psychotherapy, group counseling, stress fitness workshops, and crisis intervention.
National Suicide Prevention Lifeline - 1-800-273-8255 Provides free and confidential emotional support to people in suicidal crisis or emotional distress 24 hours a day, 7 days a week.
Relationship and Sexual Violence Prevention Services (RSVP) - (213) 740-4900 - 24/7 on call Free and confidential therapy services, workshops, and training for situations related to gender-based harm.
Sexual Assault Resource Center
For more information about how to get help or help a survivor, rights, reporting options, and additional resources, visit the website:
Office of Equity and Diversity (OED)/Title IX Compliance – (213) 740-5086 Works with faculty, staff, visitors, applicants, and students around issues of protected class.
Bias Assessment Response and Support Incidents of bias, hate crimes and microaggressions need to be reported allowing for appropriate investigation and response.
The Office of Disability Services and Programs Provides certification for students with disabilities and helps arrange relevant accommodations.
Student Support and Advocacy – (213) 821-4710 Assists students and families in resolving complex issues adversely affecting their success as a student EX: personal, financial, and academic.
Diversity at USC Information on events, programs and training, the Diversity Task Force (including representatives for each school), chronology, participation, and various resources for students.
USC Emergency Information Provides safety and other updates, including ways in which instruction will be continued if an officially declared emergency makes travel to campus infeasible,
USC Department of Public Safety – 213-740-4321 (UPC) and 323-442-1000 (HSC) for 24-hour emergency assistance or to report a crime. Provides overall safety to USC community.
Disruptive Student Behavior
Behavior that persistently or grossly interferes with classroom activities is considered disruptive behavior and may be subject to disciplinary action. Such behavior inhibits other students' ability to learn and an instructor's ability to teach. A student responsible for disruptive behavior may be required to leave class pending discussion and resolution of the problem and may be reported to the Office of Student Judicial Affairs for disciplinary action. PLEASE NOTE: FOOD AND DRINKS (OTHER THAN WATER) ARE NOT PERMITTED IN ANY INSTRUCTIONAL SPACES IN THE CINEMATIC ARTS COMPLEX
Citation Practices
Fair use is a legal principle that defines certain limitations on the exclusive rights of copyright holders. Media Arts + Practice seeks to apply a reasonable working definition of fair use that will enable students and instructors to develop multimedia projects without seeking authorization for non-commercial, educational uses. Four factors that should be considered when determining whether a use is fair: (1) the purpose and character of use, (2) the nature of the copyrighted work, (3) the amount and substantiality of the portion used in relation to the copyrighted work as a whole, and (4) the effect of the use upon the potential market for or value of the copyrighted work. In general, we regard the reproduction of copyrighted works for the purposes of analysis or critique in this class to be covered by the principle of fair use. All projects will need to include academically appropriate citations in the form of a Works Cited section, which covers all sources, in order to receive a passing grade. The Works Cited is either included in the project or as a separate document, as appropriate to your project. There are several different citation styles and practices; please ask your professor(s) what style manual s/he would prefer. Below you'll find some online resources for the most popular options.