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CCT356: Online Advertising and Marketing. Class 1: Introduction. Welcome!. History of course Structure of course A bit about myself and Pam Experimental elements in course design – hybrid model and e -portfolios. Importance of Course. Traditional media decline = divergence of resources

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  • History of course

  • Structure of course

  • A bit about myself and Pam

  • Experimental elements in course design – hybrid model and e-portfolios

Importance of course
Importance of Course

  • Traditional media decline = divergence of resources

  • Online ads now exceed print worldwide (

  • Shifting audience – and implications for media players

  • Draw of the power of online advertising

  • Untapped (and potentially creepy) potential as “online” moves into social media, mobile access, augmented reality, etc.

  • Increasing market needs – a good time to learn this!

Basic course information
Basic Course Information

  • Lectures

  • Hybrid

  • Text

  • Readings (can be added based on guest spots)

  • Plagiarism

  • Medical notes

  • Accessibility



  • A brief tour of features

  • Notes on public forum and etiquette

Portfolio personal branding 10
Portfolio & Personal Branding (10%)

  • What is a portfolio?

  • Not just media dump – but reflective learning

  • A foundation for personal branding – increasingly, the way to be noticed and the way to network

  • Assignment: represent class work in e-portfolio

  • Also, 2 page strategy document re: personal brand

  • Work throughout course – due by end of classes (April 1) – posted on personal wiki or e-portfolio software (to be discussed/showcased)

Annotated bibliography 10
Annotated Bibliography (10%)

  • Many, many sources of information emerging in area and not (yet) peer-reviewed/academic – just too emergent for that to be the case of yet

  • Scan the field – pick two articles, summarize, post on class wiki, add tags (folksonomy)

  • Must have clear link to course topics

  • Due by end of classes (April 1) – but easy and advisable to do early

Online advertising critique 15
Online Advertising Critique (15%)

  • Pick an ad/strategy you find

  • Examples (DO NOT USE – find new ones)



  • About 750-1000 words, posted on wiki

  • Integrated visuals/media work, as can background history/sources – even interviews (good way to get foot in door!)

  • Due Feb. 8

Online ad design 15
Online Ad Design (15%)

  • Build a campaign for client of your choosing

  • Develop three types of advertising consistently

  • Brief (300-500 word) description on process, ideation, concept, execution

  • Don’t use logos/trademarks/brand identity without permission (THS example)

  • As a result, perhaps pick smaller organizations, school groups (even CCIT?), charities, etc.

  • NOT a full marketing strategy – that’s the next assignment

  • Due March 1, on class wiki

Final project 25
Final Project (25%)

  • In groups of 4, do a full campaign strategy for online/social media interaction

  • Must be a real client (can build on an individual’s project from last assignment)

  • Must conform to limits (e.g., if they can’t possibly afford or support it, it’s not a good choice.)

  • Not necessarily just a laundry list of technologies – if they have no strategic use for a tech, why include it?

Final exam 25
Final Exam (25%)

  • At UTM during exam period (time/date TBA)

  • Mostly application of concepts, some MC

  • More to follow as date arrives

Next week
Next Week

  • Download and read first two chapters of text – starting at the foundations (which are still used and useful!)

  • Hopefully the first confirmed guest spots will be finalized by then