Welcome to DigiMark 4.1. I hope you are enjoying the holidays (if you are the type of person who likes to be ahead of the game) or that you enjoyed the holidays (if you are the type who doesn’t want to think about classes until the last possible minute).

This blog is where you will get your readings for the following week’s classes. Any blog post that has two hashtags in the title (like this one) will be the required readings. I may post other stuff that I think are interesting, but not required. One of the nice things about this class is there is no textbook to purchase. (You’re welcome.) Today’s post will cover the first two weeks of class (Tuesday, January 5th; Thursday, January 7th; Tuesday, January 12th and Thursday, January 14th) Generally, I will post the following week’s readings by Wednesday evening. Here is a preliminary schedule for the quarter:


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For the first class, Tuesday, January 5th, we’re going to do a general introduction, talk about what you want to learn, what I want to teach you and how the course will be run. Additionally, we’ll discuss these three readings:

Knowledge and Skill Requirements for Marketing Jobs in the 21st Century

Forrester Digital Marketing Forecast 2014-2019

State of Digital Marketing Talent

You will need to do a few things before class on Wednesday:

  • Start following me on Twitter: @DigiMark_WWU (This is the best way to contact me and the best way for you to learn about the readings.)
  • Create your WordPress blog (please, have your name somewhere in the URL – like I did. Don’t be the person who tries to have something generic like “digitalmarketingWWU.wordpress.com”.)
  • Publish your first post! For this blog you should:
    • Introduce yourself
    • Explain why you are taking the course
    • Describe what you would like to learn
    • Write about the three assigned articles, critically. Don’t just summarize them to show that you read them. Add your $0.02 about what you think is important.

You will be blogging before every class and the quality of your blog will determine 1/3 of your grade. Each blog will be graded on a 0-5 scale.

0 = You didn’t publish your blog before the start of class.

1 = You wrote something, but not particularly relevant to the day’s topic.

2 = You summarized some, but not all of the assigned readings.

3 = You summarized all the readings, but didn’t add any personal critical analysis.

4 = You analyzed all of the articles, but in a boring, rote way and didn’t add any additional materials.

5 = You analyzed all of the articles in a thoughtful and engaging manner, AND you discussed examples of companies or people using the tactics of the day in additional, non-assigned articles and posts to back up your arguments.

To help you with that first blog post, check out this lesson from HubSpot Academy on the Fundamentals of Blogging. (You’ll need to register for HubSpot for free to access it.) Make sure you come up with an engaging title for your blog post. “Introduction” is not engaging, btw.

After you post your blog, tweet the URL to me @DigiMark_WWU and that way I can start following your blog.

After our day of introduction, we are going to do a two-day deep dive into the world of Google Analytics. Digital marketing is superior to traditional marketing in many ways and one of the ways is its ability to use math to uncover the effectiveness of particular campaigns. Google Analytics is the easiest way to do this. For Thursday, January 7th, first read this report by Forrester about the different vendors for Web Analytics, then check out the Google Analytics Home Page and answer the question “Why Google Analytics?” Finally, fgo through the six units of the Digital Analytics Fundamentals course. For Tuesday, January 12th, you will study the four units of the Google Analytics Platform Principles.

You will blog about what you’ve learned for each class, and again, this is preparation for the GA Individual Qualification exam you will be taking, Thursday, January 14th. There are a lot of blogs out there with tips on how to pass the exam, but please note that they recently did a major revision of the test so look for blogs published since January 2015.

One last thing. As some of you may know, I wasn’t supposed to teach DigiMark this quarter as I was scheduled to teach two sections of Marketing Strategy for the MBAs. A couple of students actually started a petition to get me and the department to offer the course, which was very flattering. I look forward to working with you this quarter.

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