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DIGITAL MEDIA INNOVATION INSTRUCTOR: GREG COLEMAN MKTG-GB.2325.10 (B70.2325) Fall 2017 Syllabus

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DIGITAL MEDIA INNOVATION INSTRUCTOR: GREG COLEMAN MKTG-GB.2325.10 (B70.2325) Fall 2017 Syllabus DIGITAL MEDIA INNOVATION INSTRUCTOR: GREG COLEMAN MKTG-GB.2325.10 (B70.2325) Fall 2017 Syllabus COURSE MEETS: Tuesdays, 6pm-9pm Room [TBD] Kaufman Management Center 44 West 4th Street New York, NY 10012 TEACHING FELLOW: [TBD] 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 Venture Capital 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 1 2016 GUEST SPEAKER SCHEDULE [for reference]: Sep 20 - Kickoff with Greg Coleman Paul Berry, CEO & Founder, Rebelmouse Sep 27- Christopher Altchek, COO & Co-Founder, Mic.com Katharine Zaleski, Co-Founder + President & Milena Berry, Co-Founder + CEO, Power to Fly Oct 4 - Chris Dixon, Partner, Andreessen Horowitz Ze Frank, President, BuzzFeed Entertainment Group Oct 18 - Jonah Goodhart, Co-Founder & CEO, Moat Oct 25 - Lisa Utzschneider, CRO, Yahoo Eric Hippeau, Partner, Lerer Ventures; Phil Krim, CEO, Casper Nov 1 - Ben Lerer, Founder & CEO, Thrillist Randall Rothenberg, President and CEO, Interactive Advertising Bureau (IAB) Nov 8 - Dennis Crowley, Co-Founder & Executive Chairman, Foursquare (Election Day) Nov 15 - Jackson Jeyanayagam, Director Digital Marketing, Chipotle Mexican Grill Nov 22 - Alexa Von Tobel, CEO & Founder, Learnvest Nick Bell, VP, Snapchat Nov 29 - Jonah Peretti, CEO & Founder, BuzzFeed Dec 6 - Jennifer Hyman, CEO, Rent the Runway Dan Rosensweig, CEO, Chegg FINAL PROJECT: Each student will be placed into a work group and 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. As a group, in the final classes to one of our top notch VC’s and the experience of doing that will prepare you well for an entrepreneurial life if that is your chosen direction. 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. - Recode - BuzzFeed - Tech Crunch - Cynopsis - Silicon Alley Insider - PaidContent - Ad Age - HuffPost Tech - AdWeek - AVC.com - Wired GRADING: Grades will be determined as follows: Class Participation and Attendance: 25% Final Project: 75% 2 .
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