DIGITAL MEDIA INNOVATION INSTRUCTOR: GREG COLEMAN MKTG-GB.2325.10 Fall 2019 Syllabus COURSE MEETS: Tuesdays, 6pm-9pm Room 200 Tisch Hall 40 West 4th Street New York, NY 10012

TEACHING FELLOWS: Michelle Posen Yelena Nemenko [email protected] [email protected]

COURSE BACKGROUND: This course is designed to provide you with information and best practices in the most cutting-edge marketing practices in the digital world. This course will examine the inner workings of some of the most interesting and fastest growing companies in the digital world and you will be meeting from some of the leaders of these companies to give you a first hand, up close and personal view of how digital marketing is evolving and progressing. The ideas of the mid to late 90’s that resulted in the bubble were the foundation and learning experiences of the successful companies today.

COURSE OBJECTIVES: ● To gain key understanding of some of the most practiced forms of Digital marketing (social marketing, Local marketing, Search engine marketing, Brand Marketing and how the world is looking at each of these disciplines). You will hear from key executives at these companies describe what “real life” is like and what the pressing issues are today with focus on both success and failures. The class schedule section below provides a list of the executives who are currently slated as guest lecturers (may be some changes) who will speak for half of most classes and the direct insight will give you sufficient understanding of how their business work and truly rely on the digital world to move their business forward: ● To learn how advertisers and publishers are working together in the Digital world so that consumers can be enticed with “authentic” marketing practices ● To become familiar with some of the best practices in Digital marketing and to help you make the decision if the digital marketing world is one that you would like to pursue after school ● To understand how to create and present a new business idea in the Digital marketing space to the VC community and to do it live with a top-notch VC firm ● To review the key digital marketing advances that are announced every week

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2019 GUEST SPEAKER SCHEDULE: Sept. 17 – Kickoff with Greg Coleman

Sept. 24 – Michelle Bacharach, CEO & Co-Founder, FINDME

Oct. 1 – Jim Citrin, Leader, CEO Practice at Spencer Stuart

Oct. 22 – Andrea Breanna, Founder & CEO, RebelMouse

Oct. 29 – Dennis Crowley, Co-Founder & Executive Chairman, Foursquare JP Maheu, VP Americas, Twitter

Nov. 5 – Gary Coombe, CEO Global Grooming Business P&G

Nov. 12 – Kara Swisher, Co-Executive Editor and Co-Founder, Recode Final Project Presentations

Nov. 19 – Jeff Zucker, Chairman, WarnerMedia News & Sports

Nov. 26 – David Zaslav, CEO, Discovery Final Project Presentations

Dec. 3 – Jonah Peretti, CEO & Founder, Final Project Presentations

Dec. 10 – TBD Final Project Presentations

Dec. 17 – TBD Final Project Presentations

FINAL PROJECT: Students will form groups of six to seven. Your goal with the help from the class and guest speakers is to create your own digital marketing business and build a presentation that is designed to get a VC to invest in your idea. You will be given direction throughout the semester on how to build your presentation and what VC’s place high value on in making their investment decisions. You will have to present your ideas. During the final classes, your group will present your business plan to VCs or entrepreneurs for feedback. The goal of that experience is to prepare you well for entrepreneurship, if that is your chosen direction.

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REQUIRED READING: The ever-changing nature of the digital space makes the inclusion of a textbook impractical; however, students are expected to read trade publications on a daily basis throughout the semester so that they will be able to contribute meaningfully to our classroom discussions. The following list of suggestions is by no means exhaustive. Students should come to each class session well-versed in the business of the scheduled guest speaker. Additional readings may be posted to the blackboard site each week and we will notify you via e-mail that you will need to seek them out.

- Mary Meeker’s 2019 Internet Trends Report - Recode - BuzzFeed - Tech Crunch - Cynopsis - Silicon Alley Insider - PaidContent - Ad Age - HuffPost Tech - AdWeek - AVC.com - Wired

CLASS PARTICIPATION: Students are expected to engage with speakers by asking questions and contributing to in-class discussions.

Student groups are also expected to present and start discussions around the latest digital media news and how they apply to course material such as Mary Meeker’s 2019 Internet Trends Report

GRADING: Grades will be determined as follows: Class Participation and Attendance: 25% Final Project: 75%

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