It's Time for School!

If you don’t want to fail Comm 345 or Comm 663, you’ve come to the right place. Every week I’ll post our current topic, reading, important information and useful links here.

Don’t just take pictures of the screen and hope the resolution is good (it won’t be). Bookmark this page and make it your resource for this semester.

See you in class!

Class Basics

Comm 345 M02

Wednesdays 2:20PM – 5:20PM
MC 61, Room 919

REQUIRED TEXT

Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online
by Brian Halligan and Dharmesh Shah
ISBN-13: 978-1118896655

Comm 663 M07

Wednesdays 5:45PM – 8:25PM
MC 61, Room 919

REQUIRED TEXTS

Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online
by Brian Halligan and Dharmesh Shah
ISBN-13: 978-1118896655

Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies
by Charlene Li and Josh Bernoff
ISBN-13: 978-1422161982

Week 1: September 4

Introductions - Syllabus, Background and Lesson 1

Who are you and why should I care? Why should you care who I am?

There’s a lot to cover beyond the syllabus, so let’s get to it, from the definition of a brand to how this class will get you a job.

Nice to meet you, let’s get to work.

Week 2: September 11

Blogs

We’ll be discussing: What a blog is, why we’re talking about it first, why It matters and how to do it well.

READING

Inbound Marketing: Chapters 1 – 4

Groundswell: Pages 9 – 38

Week 3: September 18

Blogs Part 2 & Wikis

Wikis are platforms for collaborating on work. How can businesses use wikis to improve efficiency and enhance creativity across teams and between employees and vendors?

READING

Inbound Marketing: Chapters 5 & 7

Groundswell: Chapter 6

Week 4: September 25

LinkedIn, Facebook & Why No One Ever Cared about Google+

From Friendster to MySpace to Facebook, LinkedIn and Google+: the evolution of friending and what it all means to businesses trying to engage their audiences.

READING

Inbound Marketing: Chapters 6 & 8

Groundswell: Chapters 3 & 10

Week 5: October 2

Social Networks: LinkedIn, Twitter, Facebook and Why No One Ever Cared about Google+

Why is Twitter important? Why does it have the ability to create or destroy a brand’s reputation? How can you compress your products, services, business, opinions and life into 140 keystrokes and have it make a difference?

And, time permitting, let’s talk about Facebook. Sure, if you live in the Northeast or the West Coast of the US, it’s going out of style fast, but it’s still the biggest player in the game while it lasts. So let’s take a look.

READING

Inbound Marketing: Chapters 6 & 8

Groundswell: Chapters 3 & 10

Week 6 & 7: October 9 & 16

Wrap Up Facebook & Picture Your Brand

This week, we look into how they can make your brand more visual without getting sued. Did you know taking an image from Google Image Search might end up costing you $1200? Find out how to use visuals in a strong, engaging and legal way on your blog, Instagram and Snapchat to drive traffic to your site and interact with your audience.

READING

Read Chapter 8 in Inbound Marketing

Week 8: October 23

Mid-Semester Check-in PLUS Peer Review Prep

We’ll be discussing the story so far, review best practices as well as how to structure the peer reviews due on October 27 and to be discussed on October 30.

READING

Read Chapter 5 in Groundswell

Week 9: October 30

Peer Review – Note: Attendance Tonight is MANDATORY!

Discuss the paper you just wrote with the person you wrote about!
Earn 20% of your grade! Find out how – last week.

Week 10: November 6

Capturing Your Brand in Video

This week, we look into how they can make your brand more transparent, drive traffic to your site and interact with your audience through video.
Let’s talk about how YouTube and Vimeo build your business.

READING

Read Chapters 10 – 12 in Inbound Marketing

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