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New Media and New Markets Graduate Class CJN 771 AE Fall 2009

Tuesday 5:30-8:00 R415

Dr. Gloria M. Boone

Ridgeway 405
Communication and Journalism
Suffolk University
Boston, MA 02108

Office Hours: before class and by appointment

Phone: 617-573-8501
Fax: 617-742-6982
E-mail: gboone@suffolk.edu

Required Textbooks:

Bruce, B. & Ray J. (2008). Sams Teach Yourself Adobe Dreamweaver CS4 in 24 Hours. Sams. ISBN-10: 0672330407

Jones, K.B.  (2008). Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing Visual. ISBN-10: 0470224487

Solis, B. & Breakenridge, D. (2009). Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR. FT Press. ISBN-10: 0137150695

Readings will be assigned from the Internet, the media, and advertising or marketing journals.

Course Objectives:

  1. To provide an understanding of the key terms and concepts in new media, the Internet, web design and online marketing.

  2. To investigate the impact of target markets and market segmentation of online markets.

  3. To examine the social, economic, and cultural impact of new media.

  4. To show new media constraints and opportunities for advertisers, marketers and PR professionals.

  5. To allow students to create, develop and justify a web site.

  6. To have student learn the basics of HTML and HTML editors.

  7. To introduce students to web site usability issues.

9/08

Introduction to the class.

Intro to the Internet

Use Google's Blogger.com

Blog 1: How do you use the Internet? How does your Internet use compare to some other person in your family?

First web site assignment requirements. http://infoacrs.com/nm/webassign771.html

Sign up for a free website. http://www.50megs.com/

New Media

How does the Internet work

Internet terms reference

Read Bruce & Ray Part I

9/15

HTML: the language of the net.

Copyrights

Internet History

HTML Guide

http://www.keytlaw.com/Copyrights/copyrightlaw.htm

History and Development of the Internet. Key terms discussed.

Internet History

Read Bruce & Ray Part II

9/22

 

html exercises

tables

CSS

TOPIC DUE FOR FIRST WEBSITE

http://infoacrs.com/nm/advtables.html

Dave's Interactive HTML Tutorial http://www.davesite.com/webstation/html/

http://htmlgoodies.earthweb.com/tutors/basics.html

Free images

Blog 2- Discuss one important event or person in the past 10 years of the Internet.

Read Bruce & Ray Part III

9/29

 

Dreamweaver CS3/4

Plan and Design of the site due

Photoshop

CCS and Meta tags exercises

http://www.mccannas.com/pshop/photosh0.htm

http://www.trainingtools.com/online/photoshop7/index.htm

Diffusion of Technology and the Technology adoption model

Tech User types

Blog 3: Find and comment on a photo online that adds to a website

Read Bruce & Ray pp.321-346 and Jones Ch 3

10/6

 

Copy and Images due for your website

Target Market of the Internet. Demographics of who is online. Consumer Behavior.

Emarketer. Click Z, PEW Internet, Com Score

Hitwise, Quantcast, Alexa

Blog 4: Find three examples of ineffective websites.

Great copy

Persuasive copy

Emarket paper discussed.-due 12/1 http://infoacrs.com/nm/emarketpaper771.html

Evaluating Websites

Read S&B Ch1-7

10/13

no classes after 4:00 p.m.

Read: S& B Ch 8-14

10/20

 

PR on the net

Read S&B rest of the book

Blog 5: Find an effective use and an ineffective use of PR online.

An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice - Donald K. Wright and Michelle D. Hinson

 

10/27

Website presentations

Policy Issues for the Internet

Audiences Online

Pew and Benton studies.

Blog 6: Discuss one important policy issue for the Internet.

http://www.jackbe.com/recovery/

http://infoacrs.com/rhetoricnm.pdf

Read Jones 1-6

11/3

 

Social media

Website #2 topic due

Brands and Social networks

Blogs and Social Media

A Wiki of Social Media Marketing Examples

http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

Read Jones 7-11

11/10

SEO

Read Jones rest of the book

11/17

 

Advertising online

Privacy, cookies and logs

Navigation for Website #2 due

Usability: Evaluating Web Sites.

Copy and Images due for your website

 

Online Ad Overview

Search marketing

Behavioral Targeting

Ad Networks

Blog 7: Discuss how one brand or nonprofit uses online blogs and online advertising.

http://www.useit.com/
http://usableweb.com/index.html

 

11/24

 

JavaScript

Adding forms, audio, video

Test (90 mins)

http://javascript.internet.com/

Read Bruce & Ray rest of the book

12/1

 

emarket paper due

International issues

Social & tech use

Mobile ads

Languages on the internet

http://www.mandmglobal.com/ct

Social Uses of the Internet

Tech use

Mobile Ads  blog

Blog 8: Discuss how one international group (country, city, or group) uses the Internet or Internet technology.

12/8

 

Web site presentations #2  

 

Requirements:

First Web Site on local topic or a hobby- 5 to 6 pages of original work on a posted web site. Due 10/27. (100 points)

First web site assignment requirements. http://infoacrs.com/nm/webassign771.html


Second Website on international topic or on a business - 5 to 6 pages of original work for a web site. Due 12/8. (100 points)

Second web site assignment requirements. http://infoacrs.com/nm/webassign2771.html

E market paper-description of one specific online target market (Online gamer, job seekers, working mom's, seniors, business people in a particular industry) with an analysis of how at least two web sites respond to that target market. Use 5 or more sources in APA style. 6-7 pages typed. This paper is due on 12/1 (100 points)

1 Test-objective questions, matching, short answers. (100 points)

Blog posts (80 points) All blogs are due the next class- post your blogs and hand in a printed copy

Exercises, participation, attendance  (30 points)
 

TOTAL: 500 points

 

General Notes:

  1. ALL papers must be typed. Both content and style will be graded.
  2. Sources must be cited using APA format.
  3. Use the APA guidelines in formatting any paper.
  4. Assignments must be handed in ON TIME. A late penalty will be applied.
  5. Academic dishonesty is morally repugnant. As noted in the Suffolk University Student Handbook, plagiarism or cheating will result in failing the course and possible dismissal from school.
  6. Incompletes are given ONLY if you have a valid reason that you discuss with the instructor.

Grading:

 

 

A 93 %

B- 80 %

D+ 67 %

A- 90 %

C+ 77 %

D 64 %

B+ 87 %

C 74 %

D- 60 %

B 84 %

C- 70 %

F below 60%

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