This document outlines the course IMD 323: Web Marketing. The instructor is Matt Chandler and the course will cover various topics related to online marketing strategy and tactics. Students can expect lessons on developing a web marketing strategy, creating engaging content, using social media, blogging, user experience, search engine optimization, multimedia, paid advertising, and completing a midterm and final project to design an online marketing plan. Grading will be based on attendance, in-class assignments, weekly blog posts, a midterm project, and a final marketing plan project.

1. IMD 323: WEB MARKETING
Matt Chandler, Instructor
chandler@matthewchandler.net
@mattchandl3r

2. ABOUT ME
Founding partner, Raidious Digital Content Services
Over 10 years’ experience managing online content and
strategy for enterprise organizations including Ingersoll
Rand Security Technologies, NYU Langone Medical
Center and Community Health Network
Featured speaker at the 2010 Masters of Business
Online conference

3. ABOUT ME
Member of the Information Architecture Institute and
the American Advertising Federation
Guest lecturer for groups including the Public Relations
Society of America and Butler University
Featured guest blogger on Social Media Today, Marketing
Tech Blog and My Venture Pad
Regular guest on Sirius Satellite Radio

4. GRATUITOUS USE OF LOGOS

5. WHAT TO EXPECT
Start at the End: Web Marketing
Strategy
Mission and function
Components of a strategy
Documentation and scope

6. WHAT TO EXPECT
Content: The Root of Everything Online
Writing for the web
Evaluating audience needs
Style, function and format

7. WHAT TO EXPECT
Social Media: The Whole Web Is
Talking
Creating a social marketing plan
Monitoring and moderation
Crisis communications and reputation
management

8. WHAT TO EXPECT
Blogging for a Purpose: Communicate
to Sell
Importance for SEO
Meeting marketing and ROI goals
Establishing identity

9. WHAT TO EXPECT
Elements of User Experience
Architecture and navigation
Accessibility and usability
Homepage/landing page design

10. WHAT TO EXPECT
Competitive Analysis: How the Other
Guy/Gal Does It
Audience demographics and personae
Influence, reach and sentiment
The conversion funnel

11. WHAT TO EXPECT
Search Engine Optimization: Getting
Found
Organic vs. paid search
Understanding analytics
Importance of social profiles

12. WHAT TO EXPECT
Multimedia: Ideas Should Be Seen and
Heard
Web video
Podcasting
Screencasts and webinars

13. WHAT TO EXPECT
Paid and Push Marketing: Invade, Not
Annoy
Email marketing
Paid search, affiliates and banners
Mobile device marketing

14. MID-TERM PROJECT
Set up company profile
Website
Blog
Social profiles

15. FINAL PROJECT
Formulate an online marketing plan
for your company
Subject topography
Social marketing
Blogging
Multimedia
Sample content

16. MID-TERM PROJECT
Weekly blog posts
Opinions
Reactions
Analysis
Critique

17. GRADING
Attendance: 55 pts (11 x 5 points)
In-Class Assignments: 40 pts (8 x 5 points)
Weekly Blog Posts: 50 pts (10 x 5 points)
Midterm Project: 55 pts
Final Project: 100 pts
Total: 300pts