A quick presentation on Bringing the Real World to ZAP at the University of South Florida.

1. Bringing the Real World to
ZAP.
@EricRitter

2. WE AREN’T MAD MEN ANYMORE.

6. Generalist specialists
Sponsorships Leads Offers
SEO Website Affiliate Blog
Revenue Twitter Promotions
Community Email Videos Events
Display Retention A/B Testing
Facebook Launches Reporting
Retargeting Branding PPC RTB
Pricing Local Referral UGC
Connect Content Channel Leads

10. Stimulus First Second
Moment of Moment of
Truth Truth
At shelf Experience
In-store

14. communications (e.g., emails, postings, should be considered a strength, not a
KNOW THEM announcements). weakness of this course. Don’t be afraid to ask
DIGITAL MEDIA
If a document is posted on Blackboard, questions or disagree. Robust discussions
then it takes precedent as the most up-to-date stretch minds.
and official version of any other copies you SME Presentation
might have in your possession. This includes the A person will have the role of topic
Syllabus for ZAP Digital Media, Fall 2010. coordinator for a designated new media topic.
The student will be considered the Subject
Matter Expert (SME) for the special topic of
COURSE REQUIREMENTS interest. The SME’s tasks are to research the
Each week we will discuss the assigned
topic and present it in any way he deems fit (i.e.
readings or articles. The requirements for the
the history of the topic, the latest news or
class include: (a) active class participation; (b)
developments). Other members of the class
SME Presentation / Discussion Leader, (c) two
should not assume that they have a “light week”
individual projects, (d) individual blog write-ups,
except when they are the assigned SME. All
(e) analysis and (f) a group project.
class members should come prepared to
Active Participation
actively participate in the discussions. The topic
All students are expected to fully
SME should prepare handouts to help guide the
participate in class discussions. Therefore, it is
discussion or direct students to other relevant
important that you do the readings prior to
articles, sources and websites. The approach to
class. Be an active reader so that you will be an
the topic should be sent to the instructor in
active participant. Most classes, there may be
advance of the assigned topic date for
suggested websites to visit to assist you in
discussion. Students will be able to indicate
gaining a better understanding of a particular
topic preferences prior to being assigned a
week’s topic(s). The class includes students with
specific subject matter.
interests in advertising from varying
Individual Projects
COURSE DESCRIPTION
To familiarize students with digital media. This objective will be reached be exposing students to the current body of knowledge of
digital media in the area of advertising, to go beyond advertising basics of copy and layout and to develop a broader, fuller
Attention can’t be understanding and appreciation of the creative advertising process. In addition, students of this course will be able to analyze,
bought anymore. it evaluate, and write POVs that explore phenomena related to digital media.
has to be earned. The objectives of this class will be primarily
COURSE OBJECTIVES achieved using a discussion-group format in the
The objectives for this course are (1) to
context of the case method approach to
familiarize students with digital media and its
learning. Class discussions will be guided by a
role in advertising, (2) to introduce students to
combination of topic-specific lectures, assigned
the process for gathering and analyzing
readings, and (when possible) guest speakers
information that will be used to make digital
that contribute to the students’ understanding of Entrepreneurs
advertising and integrated marketing
the elements of digital media. Students will be they are the trailblazers
communication decisions, (3) to give students
encouraged to demonstrate their understanding of digital media. get to
the opportunity to apply digital media know them. If you don’t
of the course material though a variety of
knowledge through skill-based exercises. At the have an entreneurial mind
evaluative measures including but not limited to
conclusion of the course, students will have an you’ve already lost in the
his/her contribution in class discussions,
understanding of a selection of available digital
individual written assignments, team exercises,
new world of digital media it’s
advertising.
MY MANTRAS the semester, theABOUT THE INSTRUCTOR media channels and how to select the right
and oral presentations. Googles World.
THE LAST PAGE
There will two individual project During class will
assignments that will be completed during theContent is in a collaborative project that will use
1) participate King. ‣Digital Marketer ADV 4310 channel for specific marketing communication
We just live in
Expectations
BOOM.
needs.
semester. Details about each assignment Especially media and skills learned during the in
will be digital in today’s ‣Started University of South it.
world. Traditional
given later in the semester. The assignments will semester. Students will be given an opportunity
Florida BLACKBOARD
2) You can’t buy
focus on actively participating in digital media
Advertising
COURSE FORMAT Check Blackboard regularly, if not daily. I MATERIALS:
Advertising is a business You almost made it through the entire syllabus.
attention anymore. It preferences. Learning
to indicate team member ‣Love Detailed Tuesday 6:20 – 9:05 use Blackboard for distribution of class Groundswell
through content creation (e.g. Becoming a needs to be earned.the assignment will be given.
instructions about ‣Love Twitter, Star CIS 3012
that specializes in
By Charlene Li & Josh Bernoff
communication. Successful Check out the Schedule below for extra Karma.
mayor on foursquare, creation of a twitter 3) We trust each other Wars, Soccer, advertising practitioners
account, etc.). Students will be able to indicate than brands.
more Baseball, and Gators
EVALUATION TOPIC TOPIC
are foremost both passionate
and persistent individuals.
area of interests and preference through a class
(a.k.a. Grading Policy)
[1] [2] Many have a natural talent [3]
discussion prior to the commencement of the and affinity for “thinking” 1.Digital Course Intro 11.WOM / Viral Write-Up 8
projects. It will be your responsibility to meet like an advertising Media Overview Marketing SME: 9&10
Individual Write-ups / Blogs deadlines promptly. Any missed deadlines on professional. Most have to
work extremely hard to keep 2.ZMOT Write-Up 1 10.Guest Write-Up 9
Individual Write-ups will be assigned on a these projects will result in a subtraction of 2 up in a business that
Why Digital Speaker: Kris SME: 11&12
week-to-week basis depending on the class points per day. evolves almost daily. Analysis
Media? Solberg
discussion topic and guest speakers. Details Your SME Presentation including class Learning never ends.
Community Due #zapstrong
You are going to be
about each write-up will be given throughout the discussion, research and presentation skills will Manager
challenged like never
semester. count for 10% of you grade – worth 10 points. before: This is going to be
Analysis of Course Material Write-ups including those for guest a very fast-paced class, 3.Project Write-Up 2 11.Building a Write-Up
extremely rigorous, and you Re:Brief Website / Mobile 10
There will be a complete Analysis of the speakers will be due at the beginning of class
will need at least ten hours SME: 13
Groundswell. The main objectives of this the following week. Combined, the write-ups will outside of class each week Responsibilities. The SRR policy can be found at
analysis is (1) to present a synthesis of the main be worth 26 points or 26% of your grade. The to complete projects. 4.Groundswell Write-Up 3 12.Field Trip or Project #2 http://www.sa.usf.edu/srr/page.asp?id=88.
ideas presented in the books; (2) to offer your Criteria and format for write-ups will be SME: 1&2 Guest Speaker: due
If you can’t spend the time, TBD
knowledgeable opinion of the authors’ ideas; (3) discussed in class. then don’t even consider
to propose conclusions about the significance of An analysis of the course materials will taking this class: no
5. Search Write-Up 4 13.Guest Guest
the book’s subject matter as applied to the count for 14% of your grade – worth 14 points. shortcuts, no slacking off.
Engines / SME: 3&4 Speaker: Lauren Speaker
world of advertising. Criteria for grading your analysis will be Adwords Opelt Write-up
Team Project explained at a later date. Email Marketing
Guru
the Follow the Syllabus and In-Class Instructions to finish the course like a boss. 6.Email Write-Up 5 14.Field Trip or Guest
groundswell is Marketing SME: 5&6 Guest Speaker: Speaker
CONTINGENCY PLANS STUDENT BEHAVIOR TBD Write-up
a permanent
In the event of an emergency, it may be necessary for USF to The School of Mass Communications has a zero tolerance policy
shift. 7.Frontline: Write-Up 6 15.Last Day of Guest
suspend normal operations. During this time, USF may opt to regarding students who are under the influence of alcohol or Digital Nation SME: 7&8 Classes Speaker
continue delivery of instruction through methods that include drugs while in mass communications classes or labs. If Write-up
but are not limited to: Blackboard, Elluminate, Skype, and digital is a alcohol or drug use is detected by a faculty member or by a
8.Basics of Write-Up 7 16.Finals Week FINAL TEAM
email messaging and/or an alternate schedule. It’s the channel. don’t student who reports such behavior to the faculty member,
Social Media PROJECT
responsibility of the student to monitor Blackboard sites for the faculty member will refer the matter immediately to
be intimidated. PRESO
each class for course specific communication, and the main Office of Student Rights and Responsibilities. The SRR
USF, college, and department websites, emails, and MoBull policy can be found at http://www.sa.usf.edu/srr/page.asp?
messages for important general information. id=88.
BLOGS TO FOLLOW MASHABLE ALL THINGS D EMARKETER AD AGE DIGITAL
Stuff you should know
• Facebook
Get ahead of the curve
• Create a Twitter
HANGOUTS
• Twitter • Have a Blog @ericritter
• Google+ • Polish your LinkedIn
Tumblr Define your Online Brand
The Leader Info overload Stats galore Ad Relevant • • @USFDigitalMedia
• Instagram • Know what ZMOT is
Foursquare Figure out Reddit
http:// http:// http:// http:// • • skype: crazymainzer
• Wordpress
mashable.com allthingsd.com www.emarketer. adage.com/
Email
com/Articles channel/
• Need to reach me? ericritter@usf.edu
• ZMOT
digital/20 • MySpace? Check out one of my Hangouts to the right.
ENGAGING AT ALL LEVELS. [4] [6] [7]
IT’S ALL ABOUT THE DETAILS.

19. thank you!
@ericritter