COMSTRAT 310: Digital Content Promotion

Fall 2019 / Rebecca L. Cooney


MWF 9:10-10:00a / MWF 10:10a-11:00a / Goertzen 1

Lesson 1: Foundations in Digital Outreach

W1: Aug 19-12 / W2: Aug 26-30

Topics & Activities: Course overview and intro to the semester-long project. Becoming a digital marketing specialist, success in teams, intro to digital marketing tools and PESO Model, ethical practices in digital

Lesson 2: Integrated Marketing Communication

W3: Sep 2-6 / W4: Sep 9-13

No class Mon, Sep 2. No class Fri, Sep 13 (Rebecca out of town)

Topics & Activities: Initial project planning, integrated marketing communication (IMC) process, IMC plans, market research, target audience personas, customer decision process 

Lesson 3: Digital Marketing Tools & Tactics

W5: Sep 16-20 / W6: Sep 23-27

Topics & Activities: Planning and setup of your suite of digital assets – web, social, email, project management, web analytics, search engine optimization, search engine marketing. Integration of Google Analytics, SEO into your site, initial web and social content.

Lesson 4: Digital Campaign Strategy

W7: Sep 30-Oct 4 / W8: Oct 7-11

Topics & Activities: Digital assets and visual storytelling, online advertising, and email marketing, digital campaigns, successful campaigns, campaign planning. Campaign #1: Establish goals, key messages, and themes, desired outcomes, content strategy, and editorial calendar

Lesson 5: Campaign #1 Implementation & Metrics

W9: Oct 14-18 / W10: Oct 21-25 / W11: Oct 28-Nov 1

Topics & Activities: Online advertising and email marketing, creation of templates, creation of repeatable content, Campaign 1 monitoring and real-time adjustments

Lesson 6: Campaign #2 Implementation & Metrics

W12: Nov 4-8 / W13: Nov 11-15 / W14: Nov 18-22

No class Mon, Nov 11

Topics & Activities: Campaign 2 planning, implementation, monitoring, metrics, prepping for final showcase and presentations. Note – final poster art must be turned in by Fri, Nov 22 at midnight.

Lesson 7: 310 Close-Outs & Reflections

Dead Week: Dec 2-6

Class does not meet Finals Week

Activities: Team final showcase and presentations