CJN 297 C- New Media & New Markets Spring 2010

TTH 2:30-3:45

R415

Dr. Gloria M. Boone

Ridgeway 405
Communication and Journalism
Suffolk University
Boston, MA 02108

Office Hours: T TH 1:30-2:30
and by appt.

Phone: 617-573-8501
Fax: 617-742-6982
E-mail: gboone@suffolk.edu

Required Textbooks:

Bruce, B. & Ray J. (2008). Sams Teach Yourself Adobe Dreamweaver CS4 in 24 Hours. ISBN-10: 0672330407

Gillin, P. (2008). Secrets of Social Media Marketing: How to Use Online Conversations and Customer Communities  to Turbo-Charge Your Business! Linden Publishing. ISBN-10: 1884956858

Readings will be assigned from the Internet, the media, and advertising or marketing journals.

Course Objectives:

  1. To provide an understanding of the key terms and concepts in new media, the Internet, web design and online marketing.

  2. To investigate the impact of target markets and market segmentation of online markets.

  3. To examine the social, economic, and cultural impact of new media.

  4. To show new media constraints and opportunities for advertisers, marketers and PR professionals.

  5. To allow students to create, develop and justify a web site.

  6. To have student learn the basics of HTML and HTML editors.

  7. To introduce students to web site usability issues.

 

1/19,21 Introduction to the class & the Internet Intro to the Internet

Internet Survey

blog described -Use Google's Blogger.com

Blog #1: How do you use the Internet? How does your Internet use compare to some other person in your family?

First web site assignment requirements. http://infoacrs.com/nm/webassign297.html
1/26 Introduction to New Media

Copyright issues.

 New Media

How does the Internet work

Sign up for a free website. http://www.50megs.com/

http://www.keytlaw.com/Copyrights/copyrightlaw.htm

Read B&R Part I

Blog #2- Explain some aspect of copyright law or regulation
1/28 HTML: the language of the net. HTML Guide
2/2

Topic for website due

http://infoacrs.com/nm/advtables.html

Dave's Interactive HTML Tutorial
http://www.davesite.com/webstation/html/

http://htmlgoodies.earthweb.com/tutors/basics.html
http://www.1stsitefree.com/
 http://webreference.com/dlab/

Free images

Read B&R Part II
2/4-9

Plan and Design of the site due 2/9

Dreamweaver CS3

Photoshop

 

Read B& R Part III

Dreamweaver exercises

http://www.mccannas.com/pshop/photosh0.htm
http://www.trainingtools.com/online/photoshop55/index.htm
2/11

Target Market of the Internet. Demographics of who is online. Consumer Behavior.

Emarket paper discussed.

Emarketer. Click Z, PEW Internet, Com Score

Hitwise

http://infoacrs.com/nm/emarketpaper.html

Blog #3: Compare two groups of Internet users (such as Men/Women, Teens/Adults, Hispanics/nonhispanics)
2/16

Discussion

Usability: Evaluating Web Sites.

Read B& R Part IV

http://www.useit.com/
http://usableweb.com/index.html

Evaluating Websites blog
2/18 History and Development of the Internet. Key terms discussed.

Meta tags

 Internet History

Hobbes Internet History or PBS history of the Internet

Blog 4: Write about one famous person or event in Web history since 2001.

Meta tags and site submit http://www.uswebsites.com/submit/

Read G Ch 1-4
2/23,25 Lab days  
3/2,4

Website presentations

 Read G Ch 5-9
3/9,11

Advertising online

Online Ad Overview

Search marketing

Behavioral Targeting

Ad Networks

Read: G 10-13

Blog 5: Discuss how one brand or nonprofit uses online blogs and online advertising.
3/15-19 Spring Break  
3/23

Brands and Social networks

select website #2 topic and navigation

E market paper due

Blogs

http://infoacrs.com/nm/webassign2.html

Read G 14-16
3/25,30 PR on the net

http://publicrelations.about.com/careers/publicrelations/msub9.htm
http://www.netb2b.com/
http://www.clickz.com/
http://www.marketingtips.com/newsletter/

Blog 6: Find an effective use and an ineffective use of PR online.
4/1

Test review

4/6 Test  
4/8 video & audio  
4/13

JavaScript

Major shopping sites and ecommerce

Privacy, cookies and logs

http://javascript.internet.com/

http://www.web100.com/
http://www.100hot.com/

http://www.toptenlinks.com/
http://www.ceoexpress.com/

Policy Issues for the Internet. Special interest sites: politics, art, music, news, sports, etc.

Read B& R Part IV, V
4/15 International issues

Social & tech use

Mobile ads

languages on the internet : http://www.glreach.com/globstats/index.php3

http://www.mandmglobal.com/ct

Social Uses of the Internet

Tech use

Mobile Ads
4/20

lab day

 
4/22 Web site #2 due  

Requirements:

2 Web Site- 4 to 6 Web pages of original work on a posted web site. (100 points each)

Blogs - Respond to questions from class and readings (50 points).

E market paper-description of one specific online target market (Online gamer, job seekers, working mom's, seniors, business people in a particular industry) with an analysis of how at least two web sites respond to that target market. Use 5-10 sources in APA style. 4 pages typed. (100 points)

1 Test- objective questions, matching, short answers. (100 points)

HTML exercises, participation, attendance(50 points)

 

TOTAL: 500 points

General Notes:

  1. ALL papers must be typed. Both content and style will be graded.
  2. Sources must be cited using APA format.
  3. Use the APA guidelines in formatting any paper.
  4. Assignments must be handed in ON TIME. A late penalty will be applied.
  5. Academic dishonesty is morally repugnant. As noted in the Suffolk University Student Handbook, plagiarism or cheating will result in failing the course and possible dismissal from school.
  6. Incompletes are given ONLY if you have a valid reason that you discuss with the instructor.
  7. I use your Suffolk email and blackboard to nontify you of class changes. Please sign up and check both systems.

Grading:

 

 

A 93 %

B- 80 %

D+ 67 %

A- 90 %

C+ 77 %

D 64 %

B+ 87 %

C 74 %

D- 60 %

B 84 %

C- 70 %

F below 60%