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Libr230 Week 6
This document outlines how to conduct a competitor analysis. It recommends identifying strengths and weaknesses of competitors since their strengths pose threats while weaknesses present opportunities. It also suggests analyzing competitors' future plans, strategies, reactions, capabilities and weaknesses. The analysis process involves identifying current and future competitors, deciding what data to gather, analyzing the data, presenting findings, developing a competitive strategy, and ongoing monitoring.
Libr230week3
The document discusses several topics related to information literacy and the role of managers in a knowledge economy:
1. It examines how managers use different types of information depending on their industry, functional area, and management style.
2. It explores two schools of thought on how managers use information - as a tool for structured decision making or to facilitate communication and negotiation.
3. It analyzes how data transforms into knowledge through communication and context, and how this process occurs for individuals and organizations.
Libr 250 Week 2
This document discusses information literacy and the research process. It defines information literacy as matching information needs with appropriate information sources and using information ethically. The key components of information literacy are defining a question, finding information from various sources, evaluating the information, organizing it, and communicating it legally. Effective research involves following steps such as defining a question, finding information, evaluating sources, organizing information, and communicating results. Information literacy skills include critical thinking, problem solving, communication skills, and using technology appropriately.
Mkt365week3
The document discusses key aspects of conducting market research and situation analysis for developing social marketing plans. It covers secondary research methods like SimplyMap that can help understand target markets. The 10 steps for a social marketing plan are reviewed, with emphasis on how the first 3 steps involve secondary research to conceptualize the issue, analyze the situation, and define the target audience. Situation analysis involves assessing strengths, weaknesses, opportunities, and threats, as well as reviewing past efforts to drive behavioral change. Qualitative and quantitative primary and secondary research methods and how they inform the social marketing process are also outlined.
BUS 301 Week 4
This document discusses time management and memory techniques. It provides tips for managing time such as using a calendar, to-do list, and anti-procrastination plans. It recommends being specific with tasks, constantly reviewing schedules, and assessing goals. For memory, it suggests focusing on information, relating new concepts to old knowledge, visualizing, and varying study routines. The document aims to help students improve time management and memorization skills.
Mkt460 W eek 4
Affiliate marketing involves affiliates referring potential customers to a merchant's website. If those customers perform a desired action like making a purchase, the merchant rewards the affiliate. Tracking software uses unique identifiers and cookies to track referrals and attribute sales or actions to specific affiliates. This allows merchants to correctly compensate affiliates for successful referrals. Affiliate marketing provides an extended sales force for merchants and a way for affiliates to earn commissions through referrals.
Persuasive presentations
The document provides guidance on creating effective persuasive presentations. It discusses including an elevator pitch, answering a key question, having an attention-grabbing opening and call to action, rehearsing, knowing the audience, avoiding reading notes or ignoring time limits. It also recommends keeping slides simple, using visuals to reinforce key points, making the presentation a two-way conversation, connecting with the audience through empathy and trust, being comfortable and expressive, and inspiring the audience to take action.
Mkt365week4
This document provides an overview of topics to be covered in a marketing course, including segmenting, evaluating and selecting target audiences; establishing objectives and goals; and identifying barriers, benefits, competitive forces and influential others. It discusses 10 steps for social marketing and outlines key considerations for segmenting, evaluating and selecting target markets and audiences. The document emphasizes understanding target audiences by identifying barriers, benefits, competition and influential others they face in order to design an effective marketing strategy and objectives. Formative research is recommended to gain insights into these audience perspectives.
Recommended
Libr230 Week 6
This document outlines how to conduct a competitor analysis. It recommends identifying strengths and weaknesses of competitors since their strengths pose threats while weaknesses present opportunities. It also suggests analyzing competitors' future plans, strategies, reactions, capabilities and weaknesses. The analysis process involves identifying current and future competitors, deciding what data to gather, analyzing the data, presenting findings, developing a competitive strategy, and ongoing monitoring.
Libr230week3
The document discusses several topics related to information literacy and the role of managers in a knowledge economy:
1. It examines how managers use different types of information depending on their industry, functional area, and management style.
2. It explores two schools of thought on how managers use information - as a tool for structured decision making or to facilitate communication and negotiation.
3. It analyzes how data transforms into knowledge through communication and context, and how this process occurs for individuals and organizations.
Libr 250 Week 2
This document discusses information literacy and the research process. It defines information literacy as matching information needs with appropriate information sources and using information ethically. The key components of information literacy are defining a question, finding information from various sources, evaluating the information, organizing it, and communicating it legally. Effective research involves following steps such as defining a question, finding information, evaluating sources, organizing information, and communicating results. Information literacy skills include critical thinking, problem solving, communication skills, and using technology appropriately.
Mkt365week3
The document discusses key aspects of conducting market research and situation analysis for developing social marketing plans. It covers secondary research methods like SimplyMap that can help understand target markets. The 10 steps for a social marketing plan are reviewed, with emphasis on how the first 3 steps involve secondary research to conceptualize the issue, analyze the situation, and define the target audience. Situation analysis involves assessing strengths, weaknesses, opportunities, and threats, as well as reviewing past efforts to drive behavioral change. Qualitative and quantitative primary and secondary research methods and how they inform the social marketing process are also outlined.
BUS 301 Week 4
This document discusses time management and memory techniques. It provides tips for managing time such as using a calendar, to-do list, and anti-procrastination plans. It recommends being specific with tasks, constantly reviewing schedules, and assessing goals. For memory, it suggests focusing on information, relating new concepts to old knowledge, visualizing, and varying study routines. The document aims to help students improve time management and memorization skills.
Mkt460 W eek 4
Affiliate marketing involves affiliates referring potential customers to a merchant's website. If those customers perform a desired action like making a purchase, the merchant rewards the affiliate. Tracking software uses unique identifiers and cookies to track referrals and attribute sales or actions to specific affiliates. This allows merchants to correctly compensate affiliates for successful referrals. Affiliate marketing provides an extended sales force for merchants and a way for affiliates to earn commissions through referrals.
Persuasive presentations
The document provides guidance on creating effective persuasive presentations. It discusses including an elevator pitch, answering a key question, having an attention-grabbing opening and call to action, rehearsing, knowing the audience, avoiding reading notes or ignoring time limits. It also recommends keeping slides simple, using visuals to reinforce key points, making the presentation a two-way conversation, connecting with the audience through empathy and trust, being comfortable and expressive, and inspiring the audience to take action.
Mkt365week4
This document provides an overview of topics to be covered in a marketing course, including segmenting, evaluating and selecting target audiences; establishing objectives and goals; and identifying barriers, benefits, competitive forces and influential others. It discusses 10 steps for social marketing and outlines key considerations for segmenting, evaluating and selecting target markets and audiences. The document emphasizes understanding target audiences by identifying barriers, benefits, competition and influential others they face in order to design an effective marketing strategy and objectives. Formative research is recommended to gain insights into these audience perspectives.
Pls 780 week 5
This document provides an agenda and overview of key topics related to contracts for technology and the internet. It discusses the basic elements of a contract, as well as types of contracts like licenses, partnerships, and proprietary agreements for software. Specific cases are referenced to illustrate legal principles for contracts in technology. Licensing models for software including open source and copyleft are also covered, along with policy issues around intellectual property protection for software.
BUS 301 Week 8
The document discusses effective teamwork and communication. It notes that most team problems stem from a lack of communication or poor communication. It encourages rethinking approaches to teamwork and getting rid of negative past experiences. It also describes different types of challenging team members, such as domineering, agreeable, disengaged, clueless, and capable members, and suggests how to effectively communicate with each type.
Mkt389week9
This document discusses key concepts around creating valuable and viral content, specifically focusing on the roles of stories, value, and long-form content. It provides discussion questions on how narrower content is more likely to be shared, examples of how utility demonstrates value, and how stories can package and convey information in a memorable way. The document also discusses crafting stories that get retold while retaining essential elements, examples of truly valuable viral campaigns, and using critique to improve long-form blogging.
MKT 365 Week 7
This document provides an overview of key concepts for developing a community-based social marketing plan, including the marketing mix of product, price, and place. It discusses how to define the core, actual, and augmented product elements to support the desired behavior change. Price refers to both monetary and non-monetary costs of and incentives for the behavior. Place strategies aim to make performing the behavior convenient by increasing access and appeal. The document provides examples and best practices for conceptualizing each element of the marketing mix.
PPT Week 1 Pt 2
The document discusses how building trust and maintaining sales ethics are important for developing relationships with clients. It outlines five learning objectives related to understanding trust, why it is important, and how to earn it. The document then defines trust and discusses the key components of expertise, dependability, candor, customer orientation, and compatibility that help earn a customer's trust. It also stresses the importance of training and industry/company knowledge for salespeople to effectively build relationships with clients.
MKT 380 Week 8
This document provides an overview of social games and alternative reality games as marketing tools. It describes key elements of social games like leaderboards and badges. It explains that gamers include both casual and hardcore segments across demographics. Social games can be categorized by platform, mode, setting, and genre. The document also outlines how brands can integrate advertising into games through displays, placements, and experiences. It defines alternative reality games as transmedia puzzles across platforms and outlines their story-based mechanics and vocabulary. Effectiveness can be measured through player engagement and publicity metrics.
Student Survey
The survey data from 6 years of university library surveys found that the library is heavily used as a place and content provider, but that the value of these roles is diverging. While some services are strained, user discomfort is on the rise. Digging deeper showed interesting variations between colleges in how the library is used that could help assess current services and develop new ones. The survey was limited in scope but provides a starting point to discuss next steps and priorities.
MKT 420 Search Engine Optimization Week 8
This document outlines the guidelines for the final project in the MKT 420 course, which consists of an organizational SEO strategic plan report and presentation. Students will work in teams of two to create a 10-page report covering 10 sections, including objectives, SWOT analysis, competitor analysis, and specific tactic recommendations. They will also present the key tactics from the report in a 10-minute, 9-slide presentation. The report is worth 22 points and the presentation is worth 8 points (pass/fail). The project aims to provide a strategic roadmap for a business's search efforts by analyzing internal strengths/weaknesses and external opportunities/threats to identify the most appropriate search optimization tactics.
Mkt 420 Week 6
Search Engine Optimization (SEO) Week 6 on Link Marketing, Content Marketing and Strategies for Developing Search Presence through Content
MKT 420 Search Engine Optimization Week 4
MKT 420 SEO Week 4 Steps for performing an SEO Audit including SERP page analysis, content analysis, review of code, measuring trustworthiness, evaluating potential keywords and content organization.
Mkt 420 Week 2
This document provides an agenda for an SEO planning discussion. It will cover SEO planning, strategy, and implementation. Specifically, it will discuss how SEO can provide visibility and website traffic. It will also address understanding customer intent, developing an SEO strategy based on business goals and target personas, competitive analysis, and setting objectives for metrics like traffic, sales, and lead generation.
High Impact Strategies for Enhancing Student Engagement Online and Hybrid Ma...
Strategies for impacting student success and satisfaction in online and hybrid classes via increasing social presence in digital learning environments.
MKT 420 Week 1
MKT 420 Search Engine Optimization
Michael Germano
Department of Marketing
College of Business and Economics
California State University, Los Anglees
Active collaborative learning
Active collaborative learning for the social media marketing classroom; social media marketing certificate at csula
Mkt389week9
This document discusses strategies for creating viral content using Berger's STEPPS framework. It examines each element of STEPPS - Social currency, Triggers, Emotion, Public, Practical value, and Storytelling. Examples are provided for how brands have incorporated these elements into successful viral campaigns. Students are then asked to envision a social media content campaign for an unknown product using the STEPPS model and storyboarding a video that incorporates each element. The final class will involve discussing fan media in relation to STEPPS and presenting content strategies and ideas.
Silentclass
This document provides instructions and reminders for an upcoming class. It mentions that there will be a quiz next week on chapters 7-20 from the Pulizzi text. The quiz must be taken with a team and is not open book. An editorial calendar with the team's content plan for the next 6 weeks is due next week. It also reminds students of upcoming individual assignments like a social media press release and blog posts that are due in the coming weeks. Students are asked to submit any missing fan page URLs, content purposes statements, or blog URLs by tomorrow.
Mktedge creativity
This document discusses teaching and measuring creativity in social media marketing classrooms. It outlines preliminary research finding that marketing students see themselves as creative but creativity is not necessarily rewarded in academic settings. It also describes a social media marketing certificate program offered by California State University, Los Angeles. The document proposes models and exercises to help students develop and demonstrate their creative skills in social media strategy, content creation, and other areas.
Digitalmarketingsla2014
This document discusses how big data and analytics are used in marketing to create value for customers. It explains that technological changes have led to the massive creation of digital data from various sources. Marketing analytics uses this customer data to better understand customers and predict their needs and wants in order to determine value. The document advocates that information professionals can play an important role as thought leaders in organizations that use data analytics to inform marketing strategies and processes. It suggests some steps for redefining one's role within an organization to contribute more to analytics and value creation efforts.
Plss780 week 10
This document discusses several issues relating to international internet law, including governance and jurisdiction, international trademarks and copyright, global contracts and securities, privacy, and cybercrime. It notes that jurisdiction is complex across borders and examines preference for national enforcement. The EU is presented as a model for internet jurisdiction based on defendant's domicile. However, self-regulation is likely to be the norm globally due to the role of technology. International treaties and organizations address issues such as trademarks, copyright, and the flow of capital. However, differing privacy standards and cybercrimes present ongoing challenges for global internet governance.
Pls 780 week 9
This document discusses various types of cybercrime and challenges related to law enforcement. It covers topics like fraud, identity theft, privacy invasions, cyberbullying, commercial crimes, spam, challenges in investigating cybercrimes due to their complex nature and lack of jurisdictional boundaries, and several court case precedents related to cybercrime.
PLS 780 Week 8
This document provides an overview of intellectual property topics including patents, trade secrets, and a case discussion. It summarizes that patents provide exclusivity for new and non-obvious inventions for 20 years, trade secrets protect valuable business information that companies have taken steps to keep secret, and both have advantages and limitations for protecting ideas and information compared to other IP rights.
Pls 780 week 8
This document provides an overview of intellectual property topics including patents, trade secrets, and related cases. It discusses what patents are, how they are obtained and enforced, and key requirements like novelty and non-obviousness. Business method patents and landmark cases are addressed. Trade secrets are defined as virtually any valuable business information that owners take reasonable steps to protect. Both patents and trade secrets are important forms of intellectual property protection.
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Pls 780 week 5
This document provides an agenda and overview of key topics related to contracts for technology and the internet. It discusses the basic elements of a contract, as well as types of contracts like licenses, partnerships, and proprietary agreements for software. Specific cases are referenced to illustrate legal principles for contracts in technology. Licensing models for software including open source and copyleft are also covered, along with policy issues around intellectual property protection for software.
BUS 301 Week 8
The document discusses effective teamwork and communication. It notes that most team problems stem from a lack of communication or poor communication. It encourages rethinking approaches to teamwork and getting rid of negative past experiences. It also describes different types of challenging team members, such as domineering, agreeable, disengaged, clueless, and capable members, and suggests how to effectively communicate with each type.
Mkt389week9
This document discusses key concepts around creating valuable and viral content, specifically focusing on the roles of stories, value, and long-form content. It provides discussion questions on how narrower content is more likely to be shared, examples of how utility demonstrates value, and how stories can package and convey information in a memorable way. The document also discusses crafting stories that get retold while retaining essential elements, examples of truly valuable viral campaigns, and using critique to improve long-form blogging.
MKT 365 Week 7
This document provides an overview of key concepts for developing a community-based social marketing plan, including the marketing mix of product, price, and place. It discusses how to define the core, actual, and augmented product elements to support the desired behavior change. Price refers to both monetary and non-monetary costs of and incentives for the behavior. Place strategies aim to make performing the behavior convenient by increasing access and appeal. The document provides examples and best practices for conceptualizing each element of the marketing mix.
PPT Week 1 Pt 2
The document discusses how building trust and maintaining sales ethics are important for developing relationships with clients. It outlines five learning objectives related to understanding trust, why it is important, and how to earn it. The document then defines trust and discusses the key components of expertise, dependability, candor, customer orientation, and compatibility that help earn a customer's trust. It also stresses the importance of training and industry/company knowledge for salespeople to effectively build relationships with clients.
MKT 380 Week 8
This document provides an overview of social games and alternative reality games as marketing tools. It describes key elements of social games like leaderboards and badges. It explains that gamers include both casual and hardcore segments across demographics. Social games can be categorized by platform, mode, setting, and genre. The document also outlines how brands can integrate advertising into games through displays, placements, and experiences. It defines alternative reality games as transmedia puzzles across platforms and outlines their story-based mechanics and vocabulary. Effectiveness can be measured through player engagement and publicity metrics.
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More from Michael Germano
Student Survey
The survey data from 6 years of university library surveys found that the library is heavily used as a place and content provider, but that the value of these roles is diverging. While some services are strained, user discomfort is on the rise. Digging deeper showed interesting variations between colleges in how the library is used that could help assess current services and develop new ones. The survey was limited in scope but provides a starting point to discuss next steps and priorities.
MKT 420 Search Engine Optimization Week 8
This document outlines the guidelines for the final project in the MKT 420 course, which consists of an organizational SEO strategic plan report and presentation. Students will work in teams of two to create a 10-page report covering 10 sections, including objectives, SWOT analysis, competitor analysis, and specific tactic recommendations. They will also present the key tactics from the report in a 10-minute, 9-slide presentation. The report is worth 22 points and the presentation is worth 8 points (pass/fail). The project aims to provide a strategic roadmap for a business's search efforts by analyzing internal strengths/weaknesses and external opportunities/threats to identify the most appropriate search optimization tactics.
Mkt 420 Week 6
Search Engine Optimization (SEO) Week 6 on Link Marketing, Content Marketing and Strategies for Developing Search Presence through Content
MKT 420 Search Engine Optimization Week 4
MKT 420 SEO Week 4 Steps for performing an SEO Audit including SERP page analysis, content analysis, review of code, measuring trustworthiness, evaluating potential keywords and content organization.
Mkt 420 Week 2
This document provides an agenda for an SEO planning discussion. It will cover SEO planning, strategy, and implementation. Specifically, it will discuss how SEO can provide visibility and website traffic. It will also address understanding customer intent, developing an SEO strategy based on business goals and target personas, competitive analysis, and setting objectives for metrics like traffic, sales, and lead generation.
High Impact Strategies for Enhancing Student Engagement Online and Hybrid Ma...
Strategies for impacting student success and satisfaction in online and hybrid classes via increasing social presence in digital learning environments.
MKT 420 Week 1
MKT 420 Search Engine Optimization
Michael Germano
Department of Marketing
College of Business and Economics
California State University, Los Anglees
Active collaborative learning
Active collaborative learning for the social media marketing classroom; social media marketing certificate at csula
Mkt389week9
This document discusses strategies for creating viral content using Berger's STEPPS framework. It examines each element of STEPPS - Social currency, Triggers, Emotion, Public, Practical value, and Storytelling. Examples are provided for how brands have incorporated these elements into successful viral campaigns. Students are then asked to envision a social media content campaign for an unknown product using the STEPPS model and storyboarding a video that incorporates each element. The final class will involve discussing fan media in relation to STEPPS and presenting content strategies and ideas.
Silentclass
This document provides instructions and reminders for an upcoming class. It mentions that there will be a quiz next week on chapters 7-20 from the Pulizzi text. The quiz must be taken with a team and is not open book. An editorial calendar with the team's content plan for the next 6 weeks is due next week. It also reminds students of upcoming individual assignments like a social media press release and blog posts that are due in the coming weeks. Students are asked to submit any missing fan page URLs, content purposes statements, or blog URLs by tomorrow.
Mktedge creativity
This document discusses teaching and measuring creativity in social media marketing classrooms. It outlines preliminary research finding that marketing students see themselves as creative but creativity is not necessarily rewarded in academic settings. It also describes a social media marketing certificate program offered by California State University, Los Angeles. The document proposes models and exercises to help students develop and demonstrate their creative skills in social media strategy, content creation, and other areas.
Digitalmarketingsla2014
This document discusses how big data and analytics are used in marketing to create value for customers. It explains that technological changes have led to the massive creation of digital data from various sources. Marketing analytics uses this customer data to better understand customers and predict their needs and wants in order to determine value. The document advocates that information professionals can play an important role as thought leaders in organizations that use data analytics to inform marketing strategies and processes. It suggests some steps for redefining one's role within an organization to contribute more to analytics and value creation efforts.
Plss780 week 10
This document discusses several issues relating to international internet law, including governance and jurisdiction, international trademarks and copyright, global contracts and securities, privacy, and cybercrime. It notes that jurisdiction is complex across borders and examines preference for national enforcement. The EU is presented as a model for internet jurisdiction based on defendant's domicile. However, self-regulation is likely to be the norm globally due to the role of technology. International treaties and organizations address issues such as trademarks, copyright, and the flow of capital. However, differing privacy standards and cybercrimes present ongoing challenges for global internet governance.
Pls 780 week 9
This document discusses various types of cybercrime and challenges related to law enforcement. It covers topics like fraud, identity theft, privacy invasions, cyberbullying, commercial crimes, spam, challenges in investigating cybercrimes due to their complex nature and lack of jurisdictional boundaries, and several court case precedents related to cybercrime.
PLS 780 Week 8
This document provides an overview of intellectual property topics including patents, trade secrets, and a case discussion. It summarizes that patents provide exclusivity for new and non-obvious inventions for 20 years, trade secrets protect valuable business information that companies have taken steps to keep secret, and both have advantages and limitations for protecting ideas and information compared to other IP rights.
Pls 780 week 8
This document provides an overview of intellectual property topics including patents, trade secrets, and related cases. It discusses what patents are, how they are obtained and enforced, and key requirements like novelty and non-obviousness. Business method patents and landmark cases are addressed. Trade secrets are defined as virtually any valuable business information that owners take reasonable steps to protect. Both patents and trade secrets are important forms of intellectual property protection.
Bus 305 week 8
This document outlines the agenda for a BUS 305 week 8 class which focuses on revising and editing text. It discusses that revising and editing is a multi-step process that involves revising the design, organization, content, and sentences of a document. Specifically, it provides acronyms to help guide revising the organization (OABC), content (the four C's), paragraphs (CLOUDS), and sentences (SPELL). It also mentions that students can earn extra credit points by revising a sample memo in teams of 4 or less.
Pls 780 week 7
This document provides an agenda and overview of key topics in trademark and copyright law, and how digital publishing and online connectivity have impacted these areas of intellectual property law. It discusses topics such as trademarks, copyright, infringement, fair use, secondary liability, domain names, the Digital Millennium Copyright Act, and notable cases related to trademarks and copyrights online. The document aims to examine the policy considerations behind laws and regulations regarding intellectual property in the digital age.
Social Media for New Grads
Michael Germano's presentation discusses social media best practices for new graduates. It recommends managing your online reputation by googling yourself, optimizing privacy settings, and only posting thoughtful content. It also suggests using social media to build your personal brand, demonstrate soft skills that employers value, and network to help with career hunting. The key message is that social media can be leveraged to promote your professional strengths and value to potential employers if used intelligently.
Pls 780 week_6
This document provides an agenda for a discussion on employment and technology law issues. It outlines several topics that will be covered, including employment agreements like non-competes and invention assignments, employment eligibility verification, employee rights as at-will workers, issues around unpaid interns and foreign workers, and post-employment obligations and agreements like non-disclosure agreements and separation agreements. It also briefly summarizes several relevant court cases on these topics like Intel v. Hamidi on former employee rights and duties and Mattel v. MGA on invention ownership.
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