L3: 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.

Weekly Activities

M, Sep 16W, Sep 18F, Sep 20
Overview of 310 project digital toolkit – web, social media, paid ads, digital metricsStatus Report #1 – report on plan, brand, strategyWeebly, Facebook and Instagram for Business
M, Sep 23W, Sep 25F, Sep 27
User research and user testingUsability and user-centered designResponsive design


Status Report #1 in class W, Sep 18. All other tasks due M, Sep 30

CategoriesAssignmentsIndividual vs. TeamPoints
Team ReportsStatus Report #1: Report on plan, brand, and strategy for mock companyTeam20
ReadingCh 4: Digital Marketing – Web, Social Media, Online Advertising & Mobile
Ch 5: Digital Marketing – Monitoring, Metrics, & Reporting
TutorialOnline survey design, distribution, analysisIndividual10
Peer EvalPeer evaluation #1: Assessment of how things are going with your team so far (setup thru Part 2)Individual10
Team ProjectPart 2: Mock company website and social channel setup and initial contentTeam30
ParticipationIn class activities and attendance (weeks 5-6)Individual18
 L3 Total Points 112

Quick link: Status Report #2 (delivered in class on W, Oct 2)

Lecture Materials

Tutorials for Digital Tool Setup

In Class Activities

Reference Materials