Marketing in the 21st Century

UCSB Class Syllabus, Spring 2016

BUSAD X402.2 – 005 Instructor: Amber Wallace Dates: March 29 – May 31, 2016


Many factors affect marketing in the 21st century, including changing technologies, globalization, deregulation, and customer empowerment. In this course students learn about the latest technologies driving purchase decisions around the world. Whether it’s blogs, Facebook, LinkedIn or Twitter, social platforms are doing more than creating buzz. As social networks grow, their power to shape consumer conversations and amplify word-of-mouth chatter is on the rise. This course covers concepts of social media marketing, current principles and best practices of Web marketing and Search Engine Marketing (SEM), and how to best position yourself for upcoming opportunities.

Course Text

The New Rules of Marketing and PR (Latest Edition) David Meerman Scott

Additional Optional Text

Inbound Marketing Brian Halligan & Dharmesh Shah
Your Marketing Sucks Mark Stevens


Students will be evaluated on participation (in-class and online), assignments and projects. Class attendance is critical – this is a fast-paced course with numerous class discussions and in-class collaborations. Missed classes will result in missed points. Grades will be based on the following factors:

  • Assignments 25%
  • In-Class Project 15%
  • Participation 25%
  • Final Project 35%

Final Project: Web Marketing Plan

A final project demonstrating what you have learned about web marketing is due at the end of this course. The project is typically a document (Word or PDF), but other interactive or more creative presentations are acceptable and encouraged. What is important is to represent that you can apply basic principles learned in this course. If you are taking this class for a business, or are interested in starting a business, then use this opportunity to develop a web marketing plan for your organization.

The final project has 2 components: the plan and a short presentation of the plan (discussed more below). The final project might include the following:

  • Company Overview
  • Product and/or Service Description (short)
  • Web Sales and Marketing Goals (traffic, sales, leads, brand awareness, etc.)
  • Website Purpose
  • Target Customer
  • Market Description/Competitive Analysis
  • SWOT Analysis
  • Unique Selling Proposition or Value Proposition
  • Revenue Generation
  • Web Marketing Medium Suggestion(s) (How will you get there?)
  • New Website/Web Redesign
  • Search Engine Marketing
  • E-mail / Marketing Automation
  • Online Advertising
  • Social Media
  • Affiliate Marketing
  • Website optimization
  • Viral Marketing
  • Traditional Media
  • Online Networking
  • Mobile Marketing
  • Marketing Execution Plan
  • Budget
  • Tracking and Analysis (how can you tell when you’re there, or what’s working?)

I’m looking for grasp of course material to be incorporated into the final project. Every project will vary, due to the nature of a web marketing plan. The object of this exercise is to apply skills learned from class and reading. There is no required length, and there’s no right or wrong approach. Be creative and have fun! Projects will be due on the last day of class, and should be emailed to me before class. Group work is acceptable only with prior approval. Late projects will not be accepted.

Final Project Presentation

A short presentation on your final project is due on the last day of class. Typically students use PowerPoint, Prezi, or another visual presentation. Please note, these are short! Give us the elevator pitch of your project or detailed information about one aspect of the project. Additional information will be provided in class.

Online Discussions & Class Website

Class discussions will be take place in a dedicated Facebook group. Search UCSB Extension Marketing in the 21st Century and join the Spring 2016 group, or go there directly: I will approve your request to join as soon as I see it. Please do this ASAP in the first week!

Specific assignments will be discussed at the end of each class. Students are expected to post one item or comment on a posted item (providing some useful discussion information) at least once per week. Additional resources, including class slides, will be available on this page. Class slides will be posted after class.

Emails to the Class

Instructor may email the class relevant links via email or comments via Facebook. Instructor will respect the privacy of all email addresses.

Additional Reading

See the optional text heading for additional reading and online resources for important blogs and other resources. I can also recommend additional materials (blogs, books, etc.) on any related topics.

Class One – March 29, 2016

Class Overview
Why Web Marketing?
Websites that Work
Writing for the Web
Building a Web Marketing Foundation
Web Usability & Why It Matters
Customer and Market Research – Online Surveys

Class One Assignments:

  • Reading: The New Rules of Marketing and PR Introduction, Foreword and Chapters 1-3
  • Checkout Facebook group for class discussions
  • Respond to Facebook questions about the reading & web marketing discussions
  • Start thinking about your final project plans

Class 1 Slides

Class Two

Web Survey Results
Developing a Web Marketing Plan
What is a SWOT Analysis?
Unique Selling Propositions
Search Engine Marketing
Introduction Search Engine Optimization (Organic Search)

Class 2 Slides

Class Two Assignments:

  • Reading: The New Rules of Marketing and PR Chapters 9, 12, 13, and 14
  • Facebook Participation…read posts and links…post comments

Class Three

Search Engine Marketing
-Local Search
-Pay Per Click
-Pay Per Inclusion
-Vertical Search
Online Advertising Models
Google AdWords Campaigns

Class 3 Slides

Class Three Assignments:

  • Reading: The New Rules of Marketing and PR Chapters 7, 10, and 24
  • Facebook Participation…read posts and links…post comments
  • Optional – Create an AdWords campaign

Class Four

Additional Online Advertising Opportunities
Affiliate Marketing
Landing Pages
CRM Systems & Marketing Automation
Email Marketing
Online PR

Class 4 Slides

Class Four Assignments:

  • Reading: The New Rules of Marketing and PR Chapters 20, 21, and 22
  • Facebook Participation…read posts and links…post comments

Class Five – Remote Class Session

Social Media Instruction Choices
Online Discussion Work
Terminology Review
Search Engine Marketing Goes Social

Class Five Assignments:

  • Reading: The New Rules of Marketing and PR Chapters 4, 11 and 15
  • Facebook Participation…read posts and links…post comments
  • Email Plan for Final Project Provide a 1-2 page summary of what you are planning for your final project. Include any specific questions at the end of your summary. Due by email by class 6.

Class Six

In-class Web Marketing Assignment – Please bring laptops or mobile devices as you are able

Class 6 Slides

Class Six Assignments:

  • Reading: The New Rules of Marketing and PR Chapters 5, 16, and 17
  • Facebook Participation…read posts and links…post comments

Class Seven

Social Media In-Depth

Class 7 Slides

Class Seven Assignments:

  • Reading: The New Rules of Marketing and PR Chapters 6, 8, and 23
  • Facebook Participation…read posts and links…post comments
  • Identify one online marketing campaign, what did or didn’t work, and be prepared to discuss it
  • Create a blog post

Class Eight

Additional Social Media Platforms, including LinkedIn
Video Marketing
Photo Sharing Networks
Emerging Tools & Communities
Social Strategies

Class 8 Slides

Class Eight Assignments:

  • Reading: The New Rules of Marketing and PR Chapters 18 and 19
  • Facebook Participation…read posts and links…post comments
  • Work on Final Projects

Class Nine

Online Privacy Concerns
Web Analytics
Measuring & Adapting Campaigns
Web Marketing Checklist

Class 9 Slides

Class Nine Assignments:

  • Reading: The New Rules of Marketing and PR Chapter 25
  • Facebook Participation…read posts and links…post comments
  • Complete Final Project!

Class Ten – Final Project Due!

Project Presentations
Make it Happen – Web Marketing Plan Execution
Tracking and Evaluating your Marketing Efforts

Save a tree – don’t print your project! Email it to me instead.

Additional Class Resources


Google analytics:

If you have questions or want to talk over any of this, please contact me. I’ll be happy to walk through these with you, or meet for coffee to talk analytics!

General Web Marketing

Check back for resources we discuss in class.

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