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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:
To provide an understanding of the key terms and concepts in new media, the Internet, web design and online marketing.
To investigate the impact of target markets and market segmentation of online markets.
To examine the social, economic, and cultural impact of new media.
To show new media constraints and opportunities for advertisers, marketers and PR professionals.
To allow students to create, develop and justify a web site.
To have student learn the basics of HTML and HTML editors.
To introduce students to web site usability issues.
9/08 |
Introduction to the class. |
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/ Internet terms reference Read Bruce & Ray Part I |
| 9/15 | HTML: the language of the net. Copyrights Internet History |
http://www.keytlaw.com/Copyrights/copyrightlaw.htm History and Development of the Internet. Key terms discussed. Read Bruce & Ray Part II |
9/22
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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 Blog 2- Discuss one important event or person in the past 10 years of the Internet. Read Bruce & Ray Part III |
9/29
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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 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
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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 Blog 4: Find three examples of ineffective websites. Emarket paper discussed.-due 12/1 http://infoacrs.com/nm/emarketpaper771.html Read S&B Ch1-7 |
| 10/13 | no classes after 4:00 p.m. |
Read: S& B Ch 8-14 |
10/20
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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
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10/27 |
Website presentations Policy Issues for the Internet Audiences Online |
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
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Social media Website #2 topic due Brands and Social networks |
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
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Advertising online Privacy, cookies and logs Navigation for Website #2 due Usability: Evaluating Web Sites. Copy and Images due for your website
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Blog 7: Discuss how one brand or nonprofit uses online blogs and online advertising. http://www.useit.com/
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11/24
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JavaScript Adding forms, audio, video Test (90 mins) |
http://javascript.internet.com/
Read Bruce & Ray rest of the book |
12/1
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emarket paper due International issues Social & tech use Mobile ads |
Mobile Ads blog Blog 8: Discuss how one international group (country, city, or group) uses the Internet or Internet technology. |
12/8
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Web site presentations #2 |
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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 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:
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Grading: |
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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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© 2007 - 2009Gloria
Boone