Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Mastery timeline
1. Mastery Journey Timeline
Internet
Marketing
Campaign
Development
Strategic
Internet
Public
Relations
New
Media
Marketing
Business
Storytelling
and
Brand
Development
11 Months to go…
This first course at Full Sail has flown by – it has instilled excitement in
me for my upcoming courses and has motivated me to develop as much
as possible over the course of my program, which is Internet Marketing.
At the end of my year with Full Sail, my goal will be to accept a position
with a digital marketing or advertising agency.
Each individual course course, along with their corresponding strategies
and tactics, have been carefully chosen to ensure that I reach this goal
before the end of June 2015.
Internet
and
the
Law
Advanced
SEO
Web
Design
and
Usability
Internet
Marketing
Fundamentals
Web
Analytics
and
Optimization
Advanced
Internet
Marketing
Strategies
Internet
Consumer
Behavior
and
Analysis
Mastery:
Personal
Development
and
Leadership
2. June 2014
Course Goal:
After the first week’s introductory video assignment, I established my
goal this course would be to determine my “Life’s Task” and create a
plan to accomplish that task.
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Campaign
Development
Strategic
Internet
Public
Relations
New
Media
Marketing
Business
Storytelling
and
Brand
Development
Internet
and
the
Law
Advanced
SEO
Web
Design
and
Usability
Internet
Marketing
Fundamentals
Web
Analytics
and
Optimization
Advanced
Internet
Marketing
Strategies
Internet
Consumer
Behavior
and
Analysis
Strategies & Tactics:
• Full Sail Involvement: Familiarize myself with Full Sail’s online
platform and other online resources for students.
• Industry Involvement: Research and familiarize myself with
different agencies that are growing and create a list of companies
that I want to monitor throughout my program and possibly apply
to after graduation.
• Research & Resources: Read Robert Greene’s Mastery to
understand different strategies to attain mastery and reflect on
which strategy (or strategies) may work best for my journey.
4. August 2014
Course Goal:
Leave the class with an understanding of how to build brand identity
and execute storytelling in an digital medium.
Business
Storytelling
and
Brand
Development
Internet
Marketing
Campaign
Development
Strategic
Internet
Public
Relations
New
Media
Marketing
Internet
and
the
Law
Advanced
SEO
Web
Design
and
Usability
Web
Analytics
and
Optimization
Advanced
Internet
Marketing
Strategies
Internet
Consumer
Behavior
and
Analysis
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Strategies & Tactics:
• Full Sail Involvement: Join Student Branding Society to connect
with students in my program and work on building my personal
brand.
• https://orgsync.com/56199/chapter
• Industry Involvement: Join American Marketing Association to gain
access to conventions, networking and industry trends.
• https://www.ama.org/Pages/default.aspx
• Research & Resources: Take Lorrie Thomas Ross’ course on Brand
Building to understand all the steps in establishing a brand:
• http://www.lynda.com/Business-Skills-tutorials/Building-
Your-Brand/101957-
2.html?srchtrk=index:1%0Alinktypeid:2%0Aq:online%2Bbran
ding%0Apage:1%0As:relevance%0Asa:true%0Aproducttypei
d:2
5. September 2014
Course Goal:
Be able to optimize campaigns based on consumer research and on-
going analysis of primary campaign data.
Internet
Consumer
Behavior
and
Analysis
Internet
Marketing
Campaign
Development
Strategic
Internet
Public
Relations
New
Media
Marketing
Internet
and
the
Law
Advanced
SEO
Web
Design
and
Usability
Web
Analytics
and
Optimization
Advanced
Internet
Marketing
Strategies
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Strategies & Tactics:
• Learn the tools to use to measure and gauge marketing campaigns,
whether in class or through independent research.
• Industry Involvement: Join Target Internet to access marketing
training and analytic tutorials online.
• http://www.targetinternet.com/online-digital-marketing-
elearning-training/
• Research & Resources: Read Consumer behavior: global shifts and
local effects by Rajagopal to gain a global perspective to consumer
behavior. E-book available in Full Sail Library:
• http://fullsail.bywatersolutions.com/cgi-bin/koha/opac-
detail.pl?biblionumber=7235&query_desc=su%2Cwrdl%3A
%20consumer%20behavior
6. October 2014
Course Goal:
End the course with an ability to design impactful websites and
develop design skills to fit the online medium.
Web
Design
and
Usability
Internet
Marketing
Campaign
Development
Strategic
Internet
Public
Relations
New
Media
Marketing
Internet
and
the
Law
Advanced
SEO
Web
Analytics
and
Optimization
Advanced
Internet
Marketing
Strategies
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Internet
Consumer
Behavior
and
Analysis
Strategies & Tactics:
• Shadow industry professionals in web design and development to
gain understanding of their daily work, tasks and goals.
• Industry Involvement: Attend OMMA Chicago to network and
discuss core challenges of digital marketing.
• http://www.mediapost.com/omma-chicago/
• Research & Resources: Watch the Internet Advertising Business’
video webinar on Design with device in mind: Cross-Screen Creative
for Agencies and Brands.
• http://www.iab.net/events_training/webinars/archive
7. November 2014
Course Goal:
Expand my understanding of new and emerging media and study
strategies to identify the best new media for a given company.
New
Media
Marketing
Internet
Marketing
Campaign
Development
Strategic
Internet
Public
Relations
Internet
and
the
Law
Advanced
SEO
Web
Analytics
and
Optimization
Advanced
Internet
Marketing
Strategies
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Internet
Consumer
Behavior
and
Analysis
Web
Design
and
Usability
Strategies & Tactics:
• Full Sail Involvement: Join C.E.O. Society to start networking and
gaining insights for a future executive role.
• https://orgsync.com/69788/chapter
• Industry Involvement: Watch IAB’s webinar on The Business of
Native Advertising; Best Practices for Building Revenue.
• http://www.iab.net/events_training/webinars/archive
• Research & Resources: Read Crush it! : why now is the time to cash
in on your passion by Gary Vaynerchuk to develop personal
branding and marketing strategy for my Life’s Task. Book is
available from Full Sail Library.
• http://fullsail.bywatersolutions.com/cgi-bin/koha/opac-
detail.pl?biblionumber=7689
8. December 2014
Course Goal:
At the end of this course I would like to be able to use the techniques
and strategies we study to create a successful Internet marketing
campaign that incorporates email marketing, social media marketing,
and search engine marketing for my current company.
Advanced
Internet
Marketing
Strategies
Internet
Marketing
Campaign
Development
Strategic
Internet
Public
Relations
Internet
and
the
Law
Advanced
SEO
Web
Analytics
and
Optimization
New
Media
Marketing
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Internet
Consumer
Behavior
and
Analysis
Web
Design
and
Usability
Strategies & Tactics:
• Create a catalog of notes and topics from previous courses and
apply this course’s strategies to each previous course topics. This
will be great recap of previous coursework and analytical thinking
to establish connections between previous topics with topics in this
course.
• Industry Involvement: Complete AdWords Certification to develop
my company and my personal knowledge of Google advertising.
• https://support.google.com/partners/topic/3203989?hl=en
&ref_topic=3111012
• Research & Resources: Read Digital Branding: A Complete Step-by-
Step Guide to Strategy, Tactics and Measurement by Daniel Rowles.
9. January 2015
Course Goal:
After studying the basics of SEO from earlier in the year, my goal is to
develop my understanding of SEO into advanced strategies and to take
my knowledge further by studying new and emerging trends in SEM
and SEO.
Advanced
SEO
Internet
Marketing
Campaign
Development
Strategic
Internet
Public
Relations
Internet
and
the
Law
Advanced
Internet
Marketing
Strategies
Web
Analytics
and
Optimization
New
Media
Marketing
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Internet
Consumer
Behavior
and
Analysis
Web
Design
and
Usability
Strategies & Tactics:
• Shadow individuals in the web department of my current company
to see how they set up our tags for SEO and see if I can apply any
knowledge from this course to optimize our SEO.
• Industry Involvement: Complete Digital Marketing Management
course through Udemy.
• https://www.udemy.com/digital-marketing-management/
• Research & Resources: Read How Contagious Is Your Viral Marketing
Campaign? A Mathematical Model for Assessing Campaign
Performance, article from Journal of Advertising Research. Full text
available through Ebscohost.com.
10. February 2015
Course Goal:
From this course, I would like to learn how to harness public relation
techniques to be proactive in the open community of the Internet.
Strategic
Internet
Public
Relations
Internet
Marketing
Campaign
Development
Advanced
SEO
Internet
and
the
Law
Advanced
Internet
Marketing
Strategies
Web
Analytics
and
Optimization
New
Media
Marketing
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Internet
Consumer
Behavior
and
Analysis
Web
Design
and
Usability
Strategies & Tactics:
• Establish a plan of action to implement course topics to my
company’s marketing strategy, which currently lacks PR practices.
• Industry Involvement: Apply to Digital Media Marketing course (10-
week program) for the 10-week program that begins after Full Sail
graduation.
• http://www.77academy.com/
• Research & Resources: Read Top Rank Online Marketing blog on
differences between traditional PR and online PR:
• http://www.toprankblog.com/2006/04/tips-for-online-pr/
11. March 2015
Course Goal:
Develop understanding of metrics and analytical tools that can be used
to explain an outcome, so that I may identify trends, optimize a
campaign and gauge the success of a marketing campaign.
Web
Analytics
and
Optimization
Internet
Marketing
Campaign
Development
Advanced
SEO
Internet
and
the
Law
Advanced
Internet
Marketing
Strategies
Strategic
Internet
Public
Relations
New
Media
Marketing
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Internet
Consumer
Behavior
and
Analysis
Web
Design
and
Usability
Strategies & Tactics:
• Full Sail Involvement: Register for Google’s Online Marketing
Challenge with 2-5 student peers at Full Sail:
• http://www.google.com/onlinechallenge/
• Challenge will run throughout the remainder of my Full Sail
program.
• Industry Involvement: Join Online Marketing Institute to get access
to hundreds of video training.
• http://www.onlinemarketinginstitute.org/#
• Research & Resources: Watch David Booth’s video of Adobe reports
and Analytics to develop knowledge of its capabilities because this
is a system with which I am not familiar:
• http://www.lynda.com/Analytics-tutorials/Up-Running-
Adobe-Reports-Analytics/163415-2.html
12. April 2015
Course Goal:
Understand the limitations and constraints on Internet marketing
before I enter my field.
Internet
and
the
Law
Internet
Marketing
Campaign
Development
Advanced
SEO
Wen
Analytics
and
Optimization
Advanced
Internet
Marketing
Strategies
Strategic
Internet
Public
Relations
New
Media
Marketing
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Internet
Consumer
Behavior
and
Analysis
Web
Design
and
Usability
Strategies & Tactics:
• Research cases and case studies on previous lawsuits regarding
companies’ online campaigns.
• Industry Involvement: Interview and meet with Nicholas Kipa, a
personal connection and lawyer who is a past board member from
my current employer’s Board of Director, to understand how our
company’s practices align with internet laws.
• Research & Resources: Use the Find Law resource provided through
the library’s resources to stay up to date on internet and e-
commerce, as well as marketing and advertising laws.
• http://smallbusiness.findlaw.com/business-operations.html
13. May 2015
Course Goal:
Create a successful marketing campaign based on course topics and
complementary material from entire program that I can present at the
end of my class to my instructor or during an interview as a sample of
my work.
Internet
Marketing
Campaign
Development
Internet
and
the
Law
Advanced
SEO
Wen
Analytics
and
Optimization
Advanced
Internet
Marketing
Strategies
Strategic
Internet
Public
Relations
New
Media
Marketing
Mastery:
Personal
Development
and
Leadership
Internet
Marketing
Fundamentals
Business
Storytelling
and
Brand
Development
Internet
Consumer
Behavior
and
Analysis
Web
Design
and
Usability
Strategies & Tactics:
• Research job openings to apply to that will accomplish my end goal
of accepting a position with a digital marketing or advertising
agency.
• Industry Involvement: Take IAB’s Digital Media Sales Certification
training courses:
• http://www.dmtraining.net/iab-certification-prep.html
• Research & Resources: Read Forrester’s report from WebTrends to
understand current web analytic results and strategies for analysis.
• http://webtrends.com/files/report/Report-
Forrester_Wave_Web_Analytics.pdf
14. Personal Learning Network & Continued Development
Possible
Mentors
Last week I created a PLN to find and monitor various
online resources that will be a critical part of my personal
development. Following different companies, media outlets
and news feeds, will allow me to stay in-tune with my industry
as I move through my Full Sail program.
The different tools that I am using to organize my PLN are all
accessible through my Mastery Journal on Tumblr:
Colleen's Journal (tumblr)
Characteristics
of
a
Mentor
PLN
Development
15. Continued Development
To expand upon my PLN, I will…
• Commit two Sundays per month to catch up on all my reading and news that
I’ve added to my “read later” lists through Diigo.
• As time progresses, I foresee committing more time to reading these
articles, but for now would like to commit just twice a month.
• I will add notes to my Tumblr highlighting the main point and my
perspective on the readings.
• I will add articles, presentations and white papers to my reading list every
week.
PLN
Development
Possible
Mentors
Characteristics
of
a
Mentor
16. May 2015
My mentor should be:
• Willingness to share ideas and skills
• Takes a personal interest in mentoring
• Enthusiastic
• Passionate
• Open-minded
• Calm and approachable
• Highly successful in his/her field
• Demonstrates stewardship for industry ethics and
standards
Characteristics
of
a
Mentor
PLN
Development
Possible
Mentors
17. May 2015
Possible Mentors:
• Craig Murray, CEO of mOcean, craigm@moceanla.com
• Tina Wisner, Director of Data Science and Analytics at
Hawthorne Direct, (310) 248-3972
• Kelsey Snyder, Division Sales Manager at GroupOn,
kelseymsopel@gmail.com
• Sarah McHugh, Regional Sales Director for MLive Media
Group, smchugh1@mlive.com
• Mike Sheldon, Chief Executive Officer of Deutsch,
michael.sheldon@deutschinc.com
• Matt Bute, Senior Director of Local Advertising for Tribune
Media Group, mbute@tribune.com
Possible
Mentors
PLN
Development
Characteristics
of
a
Mentor
