Mastery timeline

1. Journey to Mastery

2. Mastery: Personal Development and Leadership
Course goal:
Learn and understand the definition of mastery and the necessary tasks required to become a
master in my field of interest.
Strategies:
• Read Mastery by Robert Greene to learn about the attributes and strategies that can be
employed in my path to mastery in my field
of choice.
• Become familiar with library resources, such as EBSCO, Lexis Nexis, Lynda.com.
• Have regular discussions with a mentor.
Greene, R. (2012). Mastery. New York, NY: Penguin Group

3. Internet Marketing Fundamentals
Course goal:
• Learn about the importance of search engine optimization, rich content, best practices and
strategies that will impact the presence of a business in searches on the Internet.
Strategies:
• Watch the tutorial SEO Fundamentals by David Booth on Lynda.com.
http://www.lynda.com/Google-Analytics-tutorials/SEO-Fundamentals/89810-2.html
• Read SEOmoz: The Beginner’s Guide
http://moz.com/beginners-guide-to-seo
• Talk with mentor about the SEO process that is implemented for his clients.

4. Business Storytelling and Brand Development
Course goal:
Learn strategies on how to develop an impactful and effective brand.
Strategies:
• Use the book Designing Brand Identity as a resource.
Wheeler, A. (2009). Designing brand identity. Hoboken, NJ: John Wiley & Sons, Inc.
• Although I have read the book, I will re-familiarize myself with The Brand Gap.
Neumeier, M. (2006). The brand gap. Berkeley, CA: New Riders
• Watch the tutorial Building Brand Basics by Lorrie Thomas Ross on Lynda.com.
http://www.lynda.com/Business-Skills-tutorials/Building-Your-Brand/101957-2.html
• Watch the Lynda.com video Content Marketing and the Art of Storytelling by CC Chapman
http://www.lynda.com/Business-Documentaries-tutorials/CC-Chapman-Content-Marketing-
Art-Storytelling/156778-
2.html?srchtrk=index:1%0Alinktypeid:2%0Aq:new%2Bmedia%2Bmarketing%0Apage:1%0As:
relevance%0Asa:true%0Aproducttypeid:2

5. Internet Consumer Behavior and Development
Course goal:
To gain an understanding on consumer behaviors regarding the Internet and analysis of behaviors
that will enable me assess the success or failure of a marketing plan.
Strategies:
• Use the book Unconscious Branding as resource.
Van Praet, D. (2012). Unconscious branding. New York, NY: Palgrave MacMillan
• Use Pre-Commerce: How Companies and Customers are Transforming Business Together as
resource guide.
Pearson, B. (2011). Pre-commerce: How companies and customers are transforming business
together. San Francisco: Jossey-Bass.
• Talk with mentor about the methods he employs for analysis on marketing plans.

6. Web Design and Usability
Course goal:
Gain an understanding on the best practices and principles to implement when developing a
user-friendly and search-friendly website.
Strategies:
• Use the blog SEOBook as a resource for information.
• Watch the video Web Semantics by Jen Kramer on Lynda.com.
http://www.lynda.com/Web-Content-Strategy-tutorials/Web-Semantics/143180-2.html
• Meet with mentor and review documents his team puts together on usability.

7. New Media Marketing
Course goal:
Learn about the various new media formats and trends as well as how to assess which
approaches will produce the best results to reach marketing goals.
Strategies:
• Read postings from Entrepreneur.com about online marketing trends.
http://www.entrepreneur.com/topic/online-marketing
• Talk with mentor about the latest trends in new media and his experience on what has been
effective for some of his clients and why.
• Use the Lynda.com video Building an Integrated Online Marketing Plan by Matt Bailey as
resource.
http://www.lynda.com/Business-Online-Marketing-tutorials/Building-Integrated-Online-
Marketing-Plan/126059-
2.html?srchtrk=index:1%0Alinktypeid:2%0Aq:new%2Bmedia%2Bmarketing%0Apage:1%0As:
relevance%0Asa:true%0Aproducttypeid:2

8. Advanced Internet Marketing Strategies
Course goal:
Gain a thorough understanding of how social media is used effectively in a comprehensive online
marketing plan.
Strategies:
• Use the Lynda.com video Social Media Marketing With Facebook and Twitter with
Anne-Marie Concepción as a reference.
http://www.lynda.com/Facebook-tutorials/Social-Media-Marketing-Facebook-
Twitter/47759-
2.html?srchtrk=index:1%0Alinktypeid:2%0Aq:new%2Bmedia%2Bmarketing%0Apage:1%0As:
relevance%0Asa:true%0Aproducttypeid:2
• Read marketingprofs.com on a regular basis for information and trends in social media.
http://www.marketingprofs.com/opinions/2014/26320/content-marketing-lessons-from-the-
battle-between-amazon-and-hachette
• Talk with mentor about the latest trends in social media and effectiveness in online marketing
and how he has incorporated these in marketing plans for clients.

9. Advanced Search Engine Optimization
Course goal:
Learn how to create an effective SEO that will increase the percentage of a client’s website
appearing in the top three listings of a search.
Strategies:
• Use the Lynda.com video SEO: Link Building in Depth by Peter Kent as resource.
http://www.lynda.com/Business-Online-Marketing-tutorials/SEO-Link-Building-
Depth/95253-2.html
• Read the blog SEOBook for trends and information. http://www.seobook.com/blog
• Use the book Ultimate Guide to Link Building as a resource.
Ward, E. & French, G. (2013). Ultimate guide to link building. Irvine, CA: Entrepreneur Press.

10. Strategic Internet Public Relations
Course goal:
Learn how to be proactive in public relations in regards to the Internet and how to temper crisis
communications on the web.
Strategies:
• Talk to the manager of public information at the university I work for about how he manages
the online PR efforts and crisis communication efforts.
• Use Copyblogger as resource. http://www.copyblogger.com/blog
• Watch the Lynda.com video Viral Marketing: Crafting Shareable Content by Jonal Berger.
http://www.lynda.com/Business-Business-Skills-tutorials/Viral-Marketing-Crafting-
Shareable-Content/157305-
2.html?srchtrk=index:1%0Alinktypeid:2%0Aq:marketing%2BAND%2Bpublic%2Brelations%0A
page:1%0As:relevance%0Asa:true%0Aproducttypeid:2

11. Web Analytics and Optimization
Course goal:
Learn how to use Google analytics and other forms of analytics effectively to make strategic
decisions on marketing plans.
Strategies:
• Use the Lynda.com video Google Analytics Essential Training by Corey Koberg as resource.
http://www.lynda.com/Google-Analytics-tutorials/Google-Analytics-Essential-
Training/160343-2.html
• Talk with my mentor about how he uses analytics for the marketing plans at the university I
work for. Work with him to gain a better understanding on how to read the reports and make
an evaluation.
• Use the Google Analytics website as a reference. http://www.google.com/analytics/

12. Internet and the Law
Course goal:
I work at a public university and we are always conscious of legal issues. My goal is to be more
conversant regarding legalities, copyright, trademarks, etc. on the web.
Strategies:
• Use the blog Technology & Marketing Law Blog as a resource. http://blog.ericgoldman.org/
• Use the blog http://mashable.com/ as a resource.
• View various tutorials in Lynda.com on spam.

13. Internet Marketing Campaign Development
Course goal:
Learn how to develop an effective marketing campaign using SEO, analytics, new media, etc.,
basically employing the topics covered in this class.
Strategies:
• Continue to use the Lynda.com video Building an Integrated Online Marketing Plan by Matt
Bailey as a resource.
http://www.lynda.com/Business-Online-Marketing-tutorials/Building-Integrated-Online-
Marketing-Plan/126059-
2.html?srchtrk=index:1%0Alinktypeid:2%0Aq:new%2Bmedia%2Bmarketing%0Apage:1%0As:
relevance%0Asa:true%0Aproducttypeid:2
• Use http://www.searchenginejournal.com/ as a resource.
• Talk with mentor about his approach in developing a comprehensive marketing plan. Assist
him on the development of a new marketing plan at the university I work for.

14. Industries Contacts
Andres Zapata
Executive vice president, strategy, IdFive
Andres.zapata@idfive.com
Brenda Foster
Partner, Greatest Creative Factor
Brenda@gcfonline.com
Don Norman
Principal, Nielsen Norman Group
don@jnd.org
Greg Cangialosi
Entrepreneur, author consultant in technology
and marketing
gcangialosi@gmail.com
Jonathan Lee
Managing director, brand strategy, Huge, Inc.
jonathan@hugeinc.com
Chris Jones
Vice president, strategy, Union
704.335.5424

15. Mentor Characteristics
• Knowledgeable about Internet marketing
• Personable
• Drive
• Innovative
• Good sense of humor
• Patient
• Invested in my success