Microsoft Word - MKTG-3700-Digital-Marketing-Syllabus-Kornish-Spring-2017.docx

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MKTG3700:DigitalMarketing

Spring2017

Tu/Th12:30‐1:45,2:00‐3:15

ProfessorLauraKornish

[email protected]@laurakornishhttp://leeds‐faculty.colorado.edu/kornish/

OfficeHours:Tuesday3:30‐5:30p.m.andbyappointment,Koelbel479

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CourseDescription

Digitalmarketingisanexcitingareaofmarketingpractice.Inthiscourse,wewillcoverthewhat,why,

andhowofmajorcurrentapproaches,includingonlinelisteningandmonitoring,websitetraffic

analytics,searchengineoptimization,searchanddisplay

ads,affiliates,emailmarketing,andsocial

media.Digitalmarketersapproachtheirjobswithacuriosityabouthownewtechnologieswillchange

business,withaninsistencethatstrategydrivetactics,andwithameasurementmindset.Thecourseis

designedtogetyoutothinklikeadigitalmarketingprofessional,andto

giveyouexperiencewith

industry‐relevanthands‐onassignmentsandexercises.

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Prerequisite

TheprerequisiteforthisclassiseitherBCOR2400(FundamentalsofMarketing)ortheBASEsequence.

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CourseMaterials

ThematerialswillbepostedonD2L.Therearenocoursematerialstopurchase,however,youmay

choosetospend

somemoneyonthecourseassignments,e.g.,buyingadomainnameorwebhosting,

ortryingoutanAdWordscampaign.

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EvaluationComponents(1000pointstotal)

Assignments=480pointstotal

 DetailedinstructionsforeachassignmentarepostedinD2L.

GRAMMYsAs signment,140points

ListeningAssignment,70points

DrivingTrafficAssignment,

200points

CaseStudy,70points

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Attendanceandclassparticipation=120pointstotal

 Seethenextpagesofthesyllabusfordetailsonthesecomponents.

Attendance,50points

Yourspecificclassparticipationassignments,20points

In‐classactivitiesandshortin‐classquizzes,20points

Overallqualityofclass

participation,30points

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Exams=400pointstotal

Midtermexam,150points

Cumulativefinalexam,250points

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MajorCourseLearningObjectives

1. Interpretthedatafromsocialmediaanalyticstools.

2. KnowhowtofindandusethesefeaturesofGoogleAnalytics:trafficvolumemeasurement,

trafficsourcetracking,sitecontentmeasurement,goals,andfilters.UsetheURLBuilderfor

campaigntracking.

3. Discoverwhatpeopleare

sayingaboutabrandorcompanyonlineandcommunicatethe

messagesinthedata.

4. Adviseacompanyabouthowtoimprovetheirsearchrankingthroughsearchengine 

optimization(SEO)bestpractices.

5. Recommendkeywordsforwebsitesandsearchadsbasedonsearchbehaviorandcompetitive

analysis.

6. Creategoodweb

‐basedcontent.Inotherwords,findacontentcreationtoolthatiswithinyour

technicalcapabilitiesandletsyoucreatesomethingvisuallyappealing,andgenerateorcurate

contentthatwillappealtoaspecifiedtargetaudience.

7. Gainexperiencedriving traffictoawebsite,criticallyevaluatingwhatwaseffectiveand

what

wasnot,usingGoogleAnalyticsforwebsitetrafficanalysis.

8. Knowthefundamentalsofrunningsearchadcampaignsandinterpretingtheirresults.

9. Befluentinthevocabularyofonlinedisplayadvertising:understandtheroleofintermediaries

betweenadvertisersandpublishers,knowthedifferentformsofadvertisingpayment(CPM,

CPC,

CPA),andbeabletodifferentiatethevariousformsoftargeting.

10. Understandhowtheconceptsindisplayadvertisingapplytoonlineaffiliates.

11. Knowtheappropriatemetricstoevaluateperformanceinanemailmarketingfunneland

understandthecapabilitiesofmarketingautomationtools.

12. Writeactionableobjectivesfordigital

marketinginitiatives.

13. Developpersonalpositionsaboutethicalissuesindigitalmarketingactivities.

14. Knowthemarketer’slegalobligationswithrespecttosocialmediaendorsements,email

marketing,andtreatmentofintellectualproperty.

15. ImproveyourproficiencywithExcelspreadsheets,includingabsolute($)andrelativereferences

fordraggingformulas;=SUM(),=COUNTIF(),=VLOOKUP()

andotherfunctions;cellreferencesto

othertabsinaworksheet;PivotTables;andgraphing.

16. Adoptbestpracticesinvisualdisplaysofdata.

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MeasurementofAttendanceandClassParticipationComponents

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Attendanceisworth50pointsinyourgrade.Foreachof28classsessions,excludingthefirstdayand

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themidterm,youwillreceive2pointsforontimeattendance,uptoatotalof50points.Thatmeansyou

canmissthreeclassesduringthesemesterwithoutattendancepenalty.

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Ifyouhavetomissclass,youdonotneedtoletmeknow.Absencesarenot“excused”or

“unexcused.”

Ifyoudomiss,itisyourresponsibilitytoaskaclassmatewhatyoumissed,togetalltherelevant

informationfromaclassmate,andtomakesureyoucompleteanyassignments.Ifyouaskme,“Iam

goingtomissclass,isthereanythingIneedtodo?”

Iwillknowyouhavenotreadthissection!

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Yourspecificclassparticipationassignmentsareworth20points.Iwillgiveeachpersontwospecific

classparticipationassignments,worth10pointseach.Thespecificassignmentformatgiveseveryonea

betteropportunitytosubstantiallycontributetotheclassdiscussionthroughoutthe

semester.Ifyou

completetheassignmentasinstructedbutdonotattendclassthatday,youcanearnupto5points.

Likewise,ifyouattendclassandanswerthequestion,butdidn’tfollowtheinstructionsregarding

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when/wheretopost,youcanearnupto5points.Examplesofspecificassignmentsareinthe

provisionalschedule.FinalizedassignmentswillbepostedinD2L.

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Shortin‐classquizzesandactivitiesareworth20points.WhenwewilldoanactivityinclasswhereI

keeptrackof

participation,orifyouarerequiredtohaveacomputerforthatday,orifwehaveashort

quiz,itwillbeworthafewpoints,inadditiontotheattendancepointsforthatday.Ifyoumissclass,

thereisnowaytomakeupthepointsfor

themissedactivity.Insteadofmake‐ups,therewillbe24or

morepointsavailableoverthecourseofthesemester,outofwhichyoucanearnupto20points.

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Qualityofclassparticipationisworth30points,determinedattheendofthesemester.Herearethe

questions

Iaskmyselftoevaluateclassparticipation. Didthisstudent

 Attendclass?Arriveontimeandstayforthewholeclass?Demonstrateconstructivenon‐verbal

communicationinclass?

 Comepreparedforclassandactivelyparticipateinclass?

 Contributetotheclassroomlearningexperience ofhis/herclassmates?

 Interact

inapleasantandprofessionalmannerwithme,withclassmates,andwithguests?

 Refrainfromaskingforexceptionstocoursepolicies?

 Adheretothenoelectronicspolicy?IfIrepeatedlyhavetoaskyoutoputawayadevicesoIcan

startclass,orifInotice

youareusingoneinclassotherthanfordesignatedactivities,therewillbea

majorpenaltyhere.Forexample,ifyouarepeatoffender,youshouldexpecttoearnnomorethan

10outofthe30points.

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Electronicspolicy

Unlessotherwisestated,pleasedonotuseyourcomputers,phones,

orotherelectronicdevicesduring

class.Iunderstandthatcomputerscanbeusefulfornotetaking,butIhave foundtheuseofelectronics

inclassdetractsfromtheclassroomenvironment.TherewillbespecifictimeswhenIwillaskyoutodo

somethingonacomputerordevice,but

Iwillbeveryclearaboutthosetimes.

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LateAssignments 

Gradesonlateassignmentswillbereducedby10%ofthefullassignmentpointsforeachdayan

assignmentislate.Lateda ysarecountedstartingfromtheduedateandtime(anassignment2hours

lateisonedaylate;

anassignment26hourslateis2dayslate,etc.).Alldays,includingweekendsand

holidays,count.Pleasedoublecheckthatyourassignmentsareuploaded.Saveyour“uploadsuccessful”

receiptsfromD2L.

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MissedExams

Idonotgivemake‐upexamsorofferexamsatalternativetimes.

 Ifyou

missthemidtermexamduetoadocumentedemergencyoradocumentedschool‐related

event(e.g.,aschoolclubconference),yourfinalexamgradewillcountforthemissedmidterm.

 Ifyoumissthemidtermexamduetoapersonalreason(e.g.,travelplans),Iwilluseyourfinal

to

calculateyourmidtermgrade,butyouwillincurapenaltyof25%‐50%offyourexamgrade.The

penaltywillbehigherforpeoplewhocan’tgracefullyacceptthepenaltyasaconsequenceof

theirownplanning.

 Ifyoumissthefinalexam,Iwillfigureoutawaytocalculateyourgradewithoutthefinal.I’lluse

someunenviableprocedurelikecalculatingyourfinalexamgradefrom

yourmidtermgrade

reducedbya25%‐50%penalty.Ifyoumissthefinalduetoatrueemergency,pleaseletme

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know,andwewilldiscussthatonacase‐by‐casebasis.DoNOTbuyyourplaneticketshome

untilyouknowthefinalexamschedule.Iwillnotofferanyearlyfinalexams.Pleasedonotask.

 Ifyoumissthemidtermandthefinalexam,you

willreceive0sonbothexams,mostlikely

resultinginanFinthecourse.



HonorCode

AllstudentsenrolledinaUniversityofColoradoBouldercourseareresponsibleforknowingand

adheringtotheacademicintegritypolicyoftheinstitution.Violationsofthepolicymayinclude:

plagiarism,cheating,fabrication,lying,bribery,threat,unauthorizedaccess,clickerfraud,resubmission,

andaidingacademicdishonesty.AllincidentsofacademicmisconductwillbereportedtotheHonor

CodeCouncil([email protected];303‐735‐2273).Studentswhoarefoundresponsibleforviolating

theacademicintegritypolicywillbesubjecttononacademicsanctionsfromtheHonorCodeCouncilas

wellasacademicsanctionsfromthefacultymember.Additionalinformationregardingtheacademic

integritypolicycanbefoundathttp://honorcode.colorado.edu.(StatementfromViceProvostMary

Kraus’recommendedsyllabusstatements,December2016.)



DisabilityServices

Ifyouqualifyforaccommodationsbeca useofadisability,pleasesubmittoyourprofessoraletterfrom

DisabilityServicesinatimelymanner(forexamaccommodationsprovideyourletteratleasttwoweeks

priortotheexam)sothatyourneedscan

beaddressed.DisabilityServicesdeterminesaccommodations

basedondocumenteddisabilities.ContactDisabilityServicesat303‐492‐8671orbyemailat

[email protected].Ifyouhaveatemporarymedicalconditionorinjury,seeTemporaryInjuries

guidelinesundertheQuickLinksattheDisabilityServiceswebsiteanddiscuss yourneedswithyour

professor.(StatementbasedonTheBoulderProvost'sDisabilityTaskForc erecommendedsyllabus

statement,sentby ViceProvostMaryKrause,December2016.)



ClassroomBehavior

Studentsandfacultyeachhaveresponsibilityformaintaininganappropriatelearningenvironment.

Thosewhofailtoadheretosuchbehavioralstandardsmaybesubjecttodiscipline.

Professional

courtesyandsensitivityareespeciallyimportantwithrespecttoindividualsandtopicsdealingwith

differencesofrace,color,culture,religion,creed,politics, veteran'sstatus,sexualorientation,gender,

genderidentityandgenderexpression,age,disability,andna tionalities.Classrostersareprovidedto

theinstructorwiththestudent'slegalname.Iwill

gladlyhonoryourrequesttoaddressyoubyan

alternatenameorgenderpronoun.PleaseadvisemeofthispreferenceearlyinthesemestersothatI

maymakeappropriatechangestomyrecords.Formoreinformation,seethepoliciesonclassroom

behaviorandthestudentcode.(StatementfromVice

ProvostMaryKraus’recommendedsyllabus

statements,December2016.)



ProvisionalSchedule:seeD2LforOfficialSchedule



5



MKTG3700Spring2017ProvisionalCourseSchedule:PleaseseeD2Lfortheactualcourseschedule,

alongwithdetailedinformationaboutwhattoprepareforclass.AlthoughImaymovesometopics

around,youshouldtreatthemidtermandassignmentduedatesasfirm.

Class

#

Date Topic(s)

1 Jan17 TheDigitalMarketingMindset;DiscussionofCourseAssignments

2 Jan19 CaseBasedonStudentProject:Shinesty

3 Jan24 DiscussionofGRAMMYsAssignmentandData

4 Jan26 VisualDisplayofData

5 Jan31 IntroductiontoGoogleAnalytics(GA)

6 Feb2 MoreonGA(filters,settinggoalsand interpretingconversiondata)

 FridayFeb3 GRAMMYsAssignmentdueby11:59p.m.

7 Feb7 GRAMMYsAssignmentdebrief;SearchConsole,GoogleTagManager

8 Feb9 LKaway.ClassPlansTBD.

9 Feb14 SocialListening;IntroduceListeningAssignment

10 Feb16 SearchEngineOptimization(SEO)

11 Feb21 MoreonSEO

12 Feb23 SearchAds

 FridayFeb24 ListeningAssignmentdueby11:59p.m.

13 Feb28 InterpretingtheResultsofSearchAds

14 Mar2 Midterm

15 Mar7 Workshop:AirFranceSearchAds

16 Mar9 ShortQuizonAirFrancePivotTables(4points)

AirFranceDiscussion

17 Mar14 IntroduceDrivingTrafficAssignment;IntellectualProperty

18 Mar16 GuestSpeaker(tobeconfirmed)

19 Mar21 DisplayAds

20 Mar23 DisplayAds

DrivingTrafficAssignmentlink+infodueby11:59p.m.

21 Apr4 DrivingTrafficTips

PrepforCompanyFair

22 Apr6 CompanyFair

23 Apr11 RegulationsRelevantforDigitalMarketing:FTCEndorsementGuides

24 Apr13 Affiliates

EthicalDilemmaBackground

 SunApr16 LastdaytocounttrafficforDrivingTrafficAssignment

25 Apr18 GuestSpeaker(subjecttoconfirmation)

DrivingTrafficAssignmentdueby11:59p.m. 

26 Apr20 CAN‐SPAM;MarketingAutomation;IntroduceCaseStudyAssignment

27 Apr25 DiscussionofEthicalDilemmas

28 Apr27 CatchUpDay

29 May2 DomainNames

30 May4 CaseStudyduebeforeclass

DiscussionofCaseStudies,Wrap‐Up

SeeCUschedule FinalExam–Donotbuyplaneticketsuntilyouknowtheexamschedule!



ProvisionalSchedule:seeD2LforOfficialSchedule



6



MKTG3700:DigitalMarketing

Spring2017

ProfessorLauraKornish



ProvisionalDetailedSchedule

Thisistheprovisionalschedulefortheclass.TheofficialschedulewillbekeptuptodateonD2L.



Class1.

TheDigitalMarketingMindset;DiscussionofCourseAssignments

Myprimarygoalforthefirstclass

istogetyoutostartthinkinglikeadigitalmarketingprofes sional. 

Digitalmarketersapproachtheirjobswithacuriosityabouthownewtechnologieswillchangebusiness,

withaninsistencethatstrategydrivetactics,andwithameasurementmindset.Wewillalsodiscussthe

courseassignmentssoyouwillhave

agoodsenseofwhatyouwillbedoingduringthesemester.Finally,

Iwillexplainthecoursepolicyabouttheuseofelectronicdevices.



Class2.

CaseBasedonStudentProject:Shinesty

IwillpostexcerptsfromastudentprojectonShinesty.Thisprojectisfromagroupofmy

MBAstudents

inFall2013.Oneofthestudents(ChrisWhite)continuestorunthisbusiness.



Prepare

1. ReadthematerialsprovidedonShinesty.

2. Comepreparedtodiscussthefollowingquestions

:

a. WhichofthetwoemailexperimentsdescribedinPart2yieldedmoreconclusive

results?Explainyouranswer.

b. InParts1and3,thestudentsbrieflydiscusscreatingsocialmediacontent.Howcan

theymeasurethecostsandbenefitsofthatactivity? 



SpecificAssignments

SpecificAssignmentsareassigned

onlytospecificstudentstoprepare.SeeD2Lfornamesofassigned

students.



Theassignedstudentsshouldgiveashortanswer(1‐5sentences)writteninyourownwords,

plusoneortwolinkstogoodsourcesofinformationtolearnmoreaboutthetopic.Postboth

thetextof

yourassignedquestionandyouranswer.Eachpersonshouldcreateanewthreadin

thedesignateddiscussionforuminD2L.Makeyourpostbeforeclass.



Question1:Inthesecondemailtest(thetestofthesubjectline),theresults(p.11)showthat

theopenrateswere36.6%and

34.0%.Aretheseopenratesstatisticallysignificantlydifferent?

Showyourworkinyourpost.

Question2:InPart3,thestudentswrite,"usingsocialmediaforself‐promotionratherthanasa

waytoengageconversationcouldpotentiallyhurttheoverallper ceptionofthebrand"(p.12).

Findanexampleof

asocialmediapostfromadifferentbrand(i.e.,notShinesty)inanycategory

thatyoudeemself‐promotionandharmfultothatbrand.Postascreenshotand/oraclickable

link.



WhenIsay“comepreparedtodiscuss,”thatmeansyoushouldthinkabouttheanswerstothesequestions

beforeclassandbepreparedtoshareyourthoughts.It’sagoodideatowritenotes,butIwillnotcollectthem.

ProvisionalSchedule:seeD2LforOfficialSchedule



7



Question3:SayyoumeetChrisWhiteinFall2013andhetellsyouaboutShinesty,includingthe

ideathattheinitialtargetmarketiscollegestudentsintheGreeksystemwhoregularlyattend

themedparties.Doaback‐of‐the‐envelopecalculationtoestimatethesizeofthis

market.Show

yourworkinyourpost.



Class3.

DiscussionofGRAMMYsA ssignmentandData

TodayIwillintroducetheGRAMMYsAssignment.Iwill explainthedataandthegoalsoftheassignment.

IwillgiveyousomebackgroundontheGRAMMYs.IwillshowyousomeusefulExcelfunctions

for

workingwiththisdataandgiveyousomestructuredexercisesinclasstogetyoustarted.Ifyouaregood

atExcel,Iwillbeaskingyoutohelpyourclassmateswiththestructuredexercises.(Datasetand

handoutwillbepostedinD2L.)



Prepare

1. ReadtheGRAMMYs

Assignment.

2. BringacomputerwithExceltoclasstoday.



SpecificAssignments

Find5peopletoaskthefollowing question:"Whatarethetop3wordsorshortphrasesthat

cometomindwhenyouthinkoftheGRAMMYs?"Posttheanswerstothatquestionfromyour

respondents,alongwith

broaddemographicinformationforeachone.



Class4.

VisualDisplayofData



Prepare

1. Begintofamiliarizeyourselfwiththese readingsondatagraphics.Youdonotneedtohaveread

themallbeforeclasstoday,andIwillnotbecoveringeverypointinthereadingsinclass.

However,IdoexpectyoutoreadthesearticlescloselybeforeyoucompletetheGRAMMYs

Assignment.Inthatassignment,youwillneedtodemonstratethatyoucanapplytheprinciples

forgraphicpresentation

ofdatainthesereadings.Therewillalsobequestionsontheexams

thattestwhetheryouhavegraspedtheprinciples.

a. “EffectivelyCommunicatingNumbers”(Few),pp.1‐20.

http://www.perceptualedge.com/articles/Whitepapers/Communicating_Numbers.pdf

b. DataGraphics(Ulrich):https://wharton.instructure.com/courses/861232/wiki/data‐

graphics

Inadditiontoreadingthetextofthatpost,findthelinksintheposttoSimonLu’svideo

andDebCrandall’svideoandwatchthem.Thesearelearningmodulesonthismaterial

createdbystudentsforstudents;theyareanefficientwaytoreinforcethelessonsin

thesereadings.

Tufte’sconceptofdata‐to‐inkratioathttp://www.infovis‐wiki.net/index.php/Data‐

Ink_Ratio

AnimportantexcerptfromtheUlrichreading:"Ataminimum,youareresponsibleforknowing

[these]ideas,anddemonstratingthatyo uknowthemin[yourGRAMMYsandListening]

assignment[s].Ifyoucanmastertheseideas,you'llbeabletocreateabove‐averagegraphicsin

professionallife.Ifyoudevotea

bitmoreattentiontostudyingTufte,Few,andtheother

resourceshere,youhavethepotentialtobeperceivedasadatageniusinyourprofessional

lives."

ProvisionalSchedule:seeD2LforOfficialSchedule



8



Class5.

IntroductiontoGoogleAnalytics(GA)

WewillbelookingatGoogleAnalytics,afreetoolfortrackingtraffictoawebsite.Inthefirstpartof

class,Iwillexplainwhatcanbetracked.Inthesecondpartofclass,youwilllogintotheGoogle

Analytics

fortheGoogleMerchandiseStore(throughtheGAdemoaccount)andseeifyoucanfindtheanswersto

questionsonthehandout.



IwillshowyoutheURLBuilderandalinkshortenerlikebit.lyandhaveyoudrivealittletraffictothe

site.Wewillexamine

thattrafficinthenextclass.



Prepare

1. BEFORECLASS:AccesstheGAdemoaccountfromthelinkonthispage:

https://support.google.com/analytics/answer/6367342#access.Clickthelinkonthatpagethat

says‐‐‐>ACCESSDEMOACCOUNT<‐‐‐‐andloginwithanyGoogleaccount(e.g.,yourcolorado

identikeyaccount)toestablishaccess.

2. Bringacomputertoclasstoday.

3. Youdonotneedtopreparethisbeforeclasstoday,butthisisagoodreferenceforGoogle

Analytics:Google’sAnalyticsAcademyFundamentals

course,

https://analyticsacademy.withgoogle.com/course01.Youarenotresponsibleforknowing

everythinginthatcourse,butthatisthesinglebestresourceIknowofforreinforcingthefacts

andframeworkswewillcoverinclass.Toknowwhatyouneedtoknowforthiscourse,1)make

sureyouunderstandthematerialpresentedinclass,2)makesureyouknowthe

answerstothe

specificassignmentsandknowhowtofindtheanswerstothein‐classactivity.Ifyouwantto

taketheGoogleAnalyticsIndividualQualification(GAIQ),thatFundamentalscourseisthebest

waytostudy.



SpecificAssignments

ThesespecificassignmentsarequestionsaboutGoogleAnalytics.

Question1:Can

youuseGoogleAnalytics(GA)totrackwebtraffictoanysiteyouwant?Yesor

no?Ifno,thenforwhatsitescanyouuseGAtotrackwebtraffic?

Question2:WhatarethreedifferentmetricsusedinGoogleAnalytics(GA)tomeasuretrafficto

asite?"Sessions"

isone.Whataretwomore?

Question3:WhatarefourofthecategoriesthatGAusestoclassifytrafficarrivingatawebsite?

"Direct"isone.Whatarethreeothers?

Question4:GAreportstrafficforboth"AllPages"and"LandingPages."Whatisthedifference?

Question5:Whatare

goalsinGA?Howmanygoalscanyouhaveinasingleviewofwebsite

datainGA?



Thesespecificassignmentsinvolvesimplecontentcreation.

Severalpeoplewillbeaddedascollaboratorstoleedsdigitalmarketing.com.Eachcollaborator

willcreateapagewithuniquecontentunder“OurPages”beforeclasstoday.After

today’sclass,

theclasswilldrivetraffictooneormoreofthepages,andwewilllookattheresultsinGoogle

Analyticsinthenextclass.



ProvisionalSchedule:seeD2LforOfficialSchedule



9



Class6.

MoreonGoogleAnalytics

WewillcontinueourconversationaboutGoogleAnalytics:

 WheredotheURLBuilderfields(Source,Medium,Campaign)showupintheGAreports?And

whyshouldyoucare?

 Whatarefiltersfor?

 Settingupgoals.

 Interpretingdataongoal

conversions.



Prepare

1. FollowtheinstructionsfromthelastclasstodrivealittletraffictotheGoogleMerchandise

StoreandtoLeedsDigitalMarketing.com.

2. SUFFICIENTLYBEFORECLASS:makesurecanaccesstheGoogleAnalyticsfor

leedsdigitalmarketing.com:gotoanalytics.google.com,loginwithyourcolorado.eduaccount,

andchecktomake

sureleedsdigitalmarketing.coma ppearsinyourlistofaccounts.Ifyou

cannotloginordonotseeleedsdigitalmarketing.cominyourlist,pleaseletmeknowlong

enoughbeforeclasssoIcantroubl eshootitwithyou.

3. Bringacomputertoclasstoday.

4. Watchthesevideos:

a. “Keymetrics

anddimensionsdefined":thatexplainshowGoogleAnalyticscalculates

bounceratesandvisitdurations.

https://analyticsacademy.withgoogle.com/course01/unit?unit=3&lesson=2(~7:00)

b. “Settingupbasicfilters":

https://analyticsacademy.withgoogle.com/course01/unit?unit=4&lesson=3(6:39)



FridayFebruary3:TheGRAMMYsAssignmentisdueby11 :59p.m.tonight.(IsetthisdeadlinesoIcan

lookthroughtheassignmentsbeforeourdebrief.)



Class7.

GRAMMYsAssignmentDebrief

We’lldoadebriefoftheclass’smainfindingsintheGRAMMYsdata.



SearchConsole,GoogleTagManager

TwotoolsthatextendthefunctionalityofGAareSearchConsoleandGoogleTagManager.Iwill

introducethosetoolsandexplainwhytheyaresouseful.



SpecificAssignments

Question1:WhatdoesitmeanwhenGAreports"(notprovided)"forthekeywordusedfora

visitfromasearchengine?



Class8.

LKAway.

ClassplansTBD.



ProvisionalSchedule:seeD2LforOfficialSchedule



10



Class9.

SocialListening;IntroduceListeningAssignment

Weblisteningandmonitoringencompassavarietyofinformation‐gatheringactivities.We’lltalkabout

whatcompaniesusetheseactivitiesforandsomeofthepopularserviceproviders.I’llintroducethe

ListeningAssignmentandgiveyouanopportunitytoaskquestionsaboutit.



Prepare

1. ReadaboutNielsen’sBuzzMetricsServicesat

http://www.nielsen.com/content/dam/nielsen/en_us/documents/pdf/Fact%20Sheets/Nielsen%

20BuzzMetrics%20Fact%20Sheet.pdf.Readenoughsoyoucanexplaintheirmainofferingsin

yourownwords.

2. ReadtheListeningAssignmentandcomepreparedtoaskquesti ons. 



SpecificAssignments

Question1:FindacompanybesidesNielsen/Buzzmetricsthatprovidesaweb

listening/monitoringproductorservice.Providealinktothedescriptionoftheproductor

service.Thenwriteaphraseorshortsentencethat

explainsasimilaritybetweenthatcompany’s

offeringsandBuzzmetrics.Andwriteaphraseorshortsentencethatexplainsadifference

betweenthatcompany’sofferingsandBuzzmetrics.



Class10.

SearchEngineOptimization(SEO)

TodaywewillcoverthebasicsofSEO,withanemphasisonwhatmarketersneedtoknowaboutSEO.



ThebasicsofSEO:on‐page(crawlability, keywords,fr eshand uniquecontent)vs.off‐page(gettinglinks).



Prepare(forthisclassandthenextoneonSEO)

1. Readhttps://www.google.com/insidesearch/howsearchworks/thestory/

2. IwantyoutobeconversantinSEOprinciples andtactics.Thebestwaytogetuptospeedisto

readMoz’s“TheBeginnersGuidetoSEO,”http://moz.com/beginners‐guide‐to‐seo.Theguideis

prettylong,butitisimportant,andwhileIwouldlovetoassignyoutheentirething,Iknowyou

willprobablyactuallyreadmoreifIammoreselective.Inthatspirit,IamassigningChapter1,

Chapter4,Chapter7,andChapter9.IsuggestskimmingChapters1and

4beforethisclass,and

thenspreadingtherestofthereadingoutbetweennowandthemidterm.



SpecificAssignments

Question1:Inyourownwords:whatdoesSearchEngineOptimizationmean?

Question2:WhenyoutypeasearchqueryintoGoogle,howdoesitdeterminewhatresultsto

show?



Question3:TrueorFalse:Betweenthereleasesofnewversionsoftherankingalgorithm,

Googlekeepstherankingalgorithmcompletelyunchangedtoallowforthebestbenchmarking

andperformanceimprovementmeasurement.Explainwhyyougavetheansweryoudid.

Question4:Whatdoesitmeanforawebsiteto

be"crawlable"?



ProvisionalSchedule:seeD2LforOfficialSchedule



11



Class11.

SEO,Continued

WewillcontinuewithourdiscussionofSEO.



Wewillalsotalkaboutwhat“contentmarketing”meansandhowitrelatestootherconceptswehave

covered.



Prepare

1. KeepreadingtheassignedchaptersintheBeginner’sGuide.

2. ExaminetheGooglerankingalgorithm

changesherehttp://moz.com/google‐algorithm‐change

sothatyoucanexplainthebasicideaofwhatthePenguin,“Possom,”andPandaupdateswere.



SpecificAssignments

ThesespecificassignmentsarequestionsaboutSearchEngineOptimization.

Question1:Whataremetakeywords?AretheyusefulforSEO?

Question2:Whatisthemetadescription?IsitusefulforSEO?



Question3:WhatarelongtailkeywordsinthecontextofSEO?

Question4:HowdidJ.C.PenneygetintroubleforitsSEOtacticsinlate2010/early2011?

Question5:HowdidRapGeniusgetintroubleforitsSEOtacticsinlate2013?

Question6:Inyouropinion,

whatchangesinrecentGooglesearchalgorithmupdateswerethe

mostconsequential?



Thesespecificassignmentsarequestionsaboutcontentmarketing.

Question1:Inyourownwords,whatdoesContentMarketingmean?

Question2:Findajobpostingfora“relativelyjunior”ContentMarketer.Youcanlookin

CareerBuffs,froma

jobsearchwebsite,oronaspecificcompany’swebsite.“Relativelyjunior”=

someonewithafewyears,orless,experience.I’maskingforthatforthisquestionbecauseI

wanttofocusonjobsyoucouldreasonablybequalifiedforintheshort‐or‐mediumterm.Post

thejobdescription

orthelinkbepreparedinclasstogiveaBRIEFexplanationofwhatthe

companyisandwhatthejobentails.

Question3:Findajobpostingfora“relativelysenior”ContentMarketer.“Relativelysenior”=

directorofcontentmarketingorajobqualificationofmorethanfiveyears.I’m

askingforthat

forthisquestionbecauseIwanttobuildonQuestion2toexplorewhatthecareerpathlooks

like.PostthejobdescriptionorthelinkbepreparedinclasstogiveaBRIEFexplanationofwhat

thecompanyisandwhatthejobentails.



Class12.



SearchAds

Inadditiontoorganicsearchrankings,companiesalsousesearchads,thesponsoredlinksthatshowin

searchenginesinresponsetosearchterms.Google’ssystemiscalledAdWords,andwe’llcoverhowto

setupcampaigns,whatdetermineswhenandwhereanadshows,andwhatmetrics

canbetracked.



Weshouldhavetimeattheendofclassforyoutogetstartedonsomepencilandpaperexercises.Iwill

bringhardcopiesofthehandout.Pleasebringacalculator.(Yourphoneisafinecalculatorforthein‐

classexercisestoday.)Ifwedon't

haveenoughtimeforyoutofinishtheexercises,pleasecomplete

thembeforethenextclasssowecangooverthemthen.



ProvisionalSchedule:seeD2LforOfficialSchedule



12



Wehaveafewclassdaysonsearchads.Overthosedays,herearemylearningobjectives.



Thingstoknow

 WhatisthestructureofanAdWordscampaign:whataretherelationshipsamongthecampaign,

theadgroups,andthekeywords?

 Whatarethedifferentpartsof

anAdWordsad?

 WhatrulesgovernAdWordsads?

 Whatdetermineswhenandwhereyouradshows?

 Howcanyoutellifyouradsareperformingwell?

 Howshouldyouadjustyourcampaigninresponsetoperformancedata?



Thingstobeabletodo

 Calculateperformance

metricslikeclick‐throughrates(CTRs),conversionrates,netvalue,and

returnonadspend.

 UseExcelefficiently(draggingformulas,usingPivotTables)toanalyzetheperformanceof

searchadcampaigns.



NotesonPreparation

Thereisnoassignedprepar ationforthewholeclasstoday.Althoughthereisnoassigned



reading,thequestionsaboveserveasaguidetowhatyouneedtoknow.Onegreatwayto

enhanceyourmasteryofthistopicistoconsultthestudymaterialsfortheAdWords

certificationexams:

https://support.google.com/partners/topic/3204437?hl=en&ref_topic=3111012



SpecificAssignments

Ifwedon’tcoverallofthesequestionsinthisclass,wewillcontin uewiththeminthenextclass.

Question1:GiveonereasontohavemultipleadgroupswithinanAdWordscampaign.

Question2:HowmanylinesarethereinastandardAdWordstextad?What

isthedifference

betweentheDisplayURLandtheFinalURL?

Question3:WhatiskeywordinsertioninanAdWordsad?FindaGooglesearchquerythat

showsanadthatyouareprettysureisusingkeywordinsertion.Postascreenshotofthequery

andtheadtothediscussion

forum.

Question4:What'sthedifferencebetweenbroadmatchandexactmatchforAdWords

keywords?

Question5:Besidesbroadmatchandexactmatch,whataretheothertypesofmatchesfor

AdWordskeywords?

Question6:OneofGoogle'spoliciesforAdWordsadsisnoinappropriatecontent.Givethree

morepolicies

regardingthecontentofAdWordsads.

Question7:ListthreethingsthatdetermineadpositionofanAdWordsad.

Question8:Ifyoubid$2.00onakeyword,andyouradshowsinresponsetoasearchqueryon

thatkeyword,howmuchdoyoupaywhentheadisshown?

Howmuchdoyoupaywhen

someoneclicksonthead?

Question9:GivetwowaystocontroltheamountyouspendonanAdWordscampaign.

Question10:WhatdoesCPCstandfor?Howdoyoucalculateit?WhatdoesCTRstandfor?How

doyoucalculateit?



ProvisionalSchedule:seeD2LforOfficialSchedule



13



FridayFeb24:ListeningAssignmentisdueby11:59p.m.UploadyourPDFandyourExcelfiletotheD2L

dropboxbeforethedeadline.



Class13.

InterpretingtheResultsofSearchAds

Wereturntoourdiscussionofsearchadsbygoingoverthepencilandpaperexercises

fromthe

previousclass.



Todaywewillcovermoreaboutinterpretingtheresultsofsearchads.Iwillbeshowingyouhowto

interprettheresultsofsearchadcampaignsusingExcel.Therewillbeahandoutpostedanddistributed

forthein‐classexercises.



Todothein‐

classexercises,youwillneedthespreadsheetwiththecompletesetofDorjeDesignsdata.

(Welookedatabitofthatdatalastclass.)



Prepare

1. Wewillgooverthepencil‐and‐papercalculationsfromtheDorjeDesignsexamplefromthe

previousclass.Makesureyouhavethemdone

sowecangooverthematthebeginningofclass.

Iwillbecallingonpeopletosharetheiranswers.

2. BringacomputerwithExceltoclasstoday.



SpecificAssignments

Writetwo"good"True/Falsequestions,onatopicortopicswehavecoveredsofar,thatcould

appear

onthemidtermexam.Agoodquestionisonethattestsunderstandingofsomething

important...andisnotobvioustosomeonewhoisjustguessing . Astimeallowsinclass,wewill

discussthequestions.



Class14.

Midterm

Note:youneedacalculatorforthemidterm.Itmustbeanon‐

Internet‐connectedcalculator,i.e.,please

don'tuseyourphoneasacalculator.



IwillpostdetailedinformationinD2Labouttheexamcoverageandtypesofquestions.



Class15.

Workshop:AirFranceSearchAds

Todaywewillstartworkingwithabigsearchadsdataset(AirFrance).



Prepare

1. Bring

acomputerwithExceltoclasstoday.



Class16.

ShortQuizonAirFrancePivotTablesandAirFranceDiscussion

Atthebeginningofclass,therewillbeashortquizusingtheAirFrancePivotTableyoubuiltinthelast

class.Youneedyourcomputerandacorrect

versionofthePivotTable.Ifyourversionwasnotcorrect,

havesomeonehelpyou,orasalastresort,getthecorrectversionofthePivotTablefrom

ProvisionalSchedule:seeD2LforOfficialSchedule



14



someone…andmakesureyouknowhowtouseit.Thisquizisworthafour pointsinthe“shortin‐class

quizzesandactivities”bu cketintheclassparticipationgrade.(Seep.3ofthissyllabusforanexplanation

ofthatbucket.Thereisnomake‐upforit

ifyoumissit,butyoucanstillearnaperfectscoreforthat

bucketofpointsevenifyo umissthequiztoday.)



Afterthat,wewilldiscusstheanalysisandinterpretationoftheAirFrancesearchadsdata.



Prepare

1. Studyforquiz.

2. BringcomputerwithExcel

andyourAirFrancePivotTable.

3. WatchthisvideoaboutAdWordsbiddingandadposition:

https://www.youtube.com/watch?v=PjOHTFRaBWA(8:16).



Class17.

IntroduceDrivingTraffic Assignment;IntellectualProperty

IwilltalkintroducetheDrivingTrafficAssignmentandansweranyquestionsyouhaveaboutit.Iwill

alsosharewhatIthinkdigitalmarketersneedtoknowaboutintellectualproperty—inpar ticular



Prepare

1. ReadtheDrivingTrafficAssignmentand

checkoutsomeofthestudentexamplesIposted.



SpecificAssignments

ThesespecificassignmentsarequestionsaboutIntellectualPropertyincontentcreation.

Question1:Fromwhatyoucantellbasedoninformationontheweb,isitlegaltoposta

YouTubevideothatyoudidnotcreateonyour

site?

Question2:Fromwhatyoucantellbasedoninformationontheweb,isitlegaltopostapi cture 

youfindonGoogleImagesonyourwebsite?



Class18.

GuestSpeaker(IsaacGerstenznag,subjecttoconfirmation)



Class19.

DisplayAdvertising

Todaywewilltalkaboutdifferentwaysthat

advertiserscanshowtheiradsonpublishers’sites.



Wewilldoanin‐classactivity.Ifyouhaveyourcomputerwithyou,youwilluseitforthis.Ifnot,sitnear

someonewhodoes.Iwilldistributehardcopiesofthehandoutinclass.AndIwillposta

linktothe

GoogleDocfortheactivity.



Prepare

1. Readthefirsttwopagesof“WhoDoOnlineAdvertisersThinkYouAre?”(NYT,11/30/12).

http://www.nytimes.com/2012/12/02/magazine/who‐do‐online‐advertisers‐think‐you‐are.html

2. Requested:Bringacomputer.Ifyouhaveyourcomputerinclass,wewilluseitforanactivity

nearthebeginningofclass .Ifyoudon’t haveone,youshouldsitnexttosomeonewhodoes.

3. Skimthesebeforeclassandmakesuretogobackandreadthem

carefullybeforethemidterm:

a. ReadthesectionsDeliveryMethodsandCompensationMethodsontheWikipediaentry

forOnlineadvertising:http://en.wikipedia.org/wiki/Online_advertising

ProvisionalSchedule:seeD2LforOfficialSchedule



15



b. ReadtheWikipediaentriesforAdexchange

(http://en.wikipedia.org/wiki/Ad_exch ange),Real‐timebidding

(http://en.wikipedia.org/wiki/Real‐time_bidding),andAdnetworks

(http://en.wikipedia.org/wiki/Ad_networks).



Class20.

MoreonDisplayAdvertising

First,wewillhearfromtheclassmateswiththespecificassignmentabouttheirarticles.



ThenwewillcontinueourdiscussionofDisplayAdver tising.(Remembertobringthehandoutfromlast

time,aswewillfinishgoingovertheterms.)



Totallyoptional,butuseful:



https://www.newmarketinginstitute.com/videos/

 http://www.displayadtech.com/the_display_advertising_technology_landscape/the‐display‐

landscape



Prepare

1. Watchthisvideooncookies:http://online.wsj.com/video/how‐advertisers‐use‐internet‐

cookies‐to‐track‐you/92E525EB ‐9E4A‐4399‐817D‐8C4E6EF68F93.html(7:14).

2. DrivingTrafficAssignmentlinkandinformationisdueby11:59p.m.SeethelinkinD2Ltothe

GoogleDoc.



SpecificAssignments

FindarecentarticleaboutonlineadvertisingintheWallStreetJournal,theNewYorkTimes,or

othermajormediasource.(Trytogetonefromthelasttwoweeks,butanytimeinthelasttwo

monthsisfine.)Itcanbeaboutaspecificplatform(e.g.,Facebookads,searchads);abouta

brand,company,orindustry’suseofaparticulartypeofad;aboutoneor

morecompaniesthat

helpsell,create,orprovideonlineadvertising;oranoverviewoftrendsinonlineadvertising.

PostalinktothearticleinthedesignatedthreadinthediscussionforuminD2L,alongwitha

one‐or‐two‐sentencedescriptionofwhatthearticleisabout.



Class21.



DrivingTrafficTipsandPrepforCompanyFair

Iwillhavestudentssharesuccessesandfailuresindrivingtraffic.



ThenwewillpreparefortheCompanyFair—whatcompaniesarecoming,whatthepurposeis,whatyou

aresupposedtodo,andwhatIexpectofyou.Iwilldistributea

handoutinclass,explainingmy

expectations.



Class22.

CompanyFair

Peoplefromcompanieswithconnectionstodigitalmarketing,includingsomeformerstudentsofthis

class,willbetheretotalktoyouaboutwhattheydo.AsIfinalizethelistofcompaniesandattendees,I

willpostit.



Comepreparedtoaskintelligentandgenuinequestions.

Dresssomewhereintherangeofnotsloppytobusine sscasual.

ProvisionalSchedule:seeD2LforOfficialSchedule



16



Youwillfilloutaworksheetasyoutalktoourguests.Handitintomebeforeyouleave.



Class23.

RegulationsRelevantforDigitalMarketing:FTCEndorsementGuides

Inthisclass,wewilllookatregulationinanareahighlyrelevantfordigitalmarketing:socialmedia

endorsements.





Prepare

1. ReadtheFTCEndorsementGuides,2009.

http://ftc.gov/os/2009/10/091005revisedendorsementguides.pdf

Irecommendthatyouskimthismaterialbeforeclasstodayandgobackandreaditindepth

beforetheexam,usingtheslidesasguidanceforwhattofocuson.



SpecificAssignments

Question1:PostalinktoablogpostthathasaproductreviewANDmakesa

clearandconspicuous

disclosureaboutreceivingtheproductforfree,consistentwiththeFTCEndorsementGuides.

Question2:PostalinktoablogpostthathasaproductreviewanddoesNOTclearlyexplainor

implywherethebloggergottheproduct.



Class24.

Affiliates

Iwillspendsome

timeatthebeginningofclassansweringanyquestionsyoumayhaveaboutyour

DrivingTrafficwrite‐ups(whichareduenextweek).



Ourmaintopicfortoday:Whatareonlineaffiliates?Howaretheythesamevs.differentfromother

online"channels"?



BackgroundforDiscussiononEthicalDilemmasin

DigitalMarketing

Iwillalsotalkabouttheupcomingspecificassignmentsonethicaldilemmasindigitalmarketing,duefor

somestudentsnextweek.Thisinformationwillhelpthespecificstudentsassignedand alsosetthestage

forthesubsequentwhole‐classdiscussiononthedilemmas.Animportantskillisto

beableto

disentanglestrategic,legal,andethicalconsiderations.



Prepare

1. Readthisarticlefromaboutaffiliates:“HowStyleBloggersEarnSalesCommissions,OneClickat

aTime”(WallStreetJournal,Feb2015),http://www.wsj.com/articles/how‐style‐bloggers‐earn‐

sales‐commissions‐one‐click‐at‐a‐time‐1423693911



SundayApril16:LastdaytocounttrafficfortheDrivingTrafficAssignment.



Class25.

GuestSpeakeronEmailMarketing(MikeAus,subjecttoconfirmation)



Prepare

1. DrivingTrafficAssignmentdueby11:59p.m.YourreportsfortheDrivingTrafficAssignment

areduetonight.Reviewtheinstructionsaboutwhatto

include(basically,youneedtoinclude

enoughdetailsoIcanseewhatyoudid:screenshotsofyourdrivingtrafficposts,emails,links,

etc.areveryhelpful.)PleaseuploadyourreporttotheD2Ldropboxbeforeclass.

ProvisionalSchedule:seeD2LforOfficialSchedule



17



SpecificAssignments

Thesespecificassignmentsareethicaldilemmasthatwewilluseforaclassnextweek.

Theassignedstudentsshouldpostashortsummaryandanalysisofarecentnewsstoryor

recentanecdotefromyourpersonalexperiencethatillustratesanethicaldilemmaindigital

marketing.



AgoodpostiscompletelyclearaboutWHOfacesanethicaldilemma(i.e.,adifficultdecision

thatincludesmoralconsiderations).Makesureyoucanidentifythedecisionmakerandthe

decision,thenatureofthemoralissue,andwhythereisadilemma.Ifthere’snograyarea,

there’sprobably

notadilemma.Onefinalthingtocheckisthatyourpostisrelatedtodigital

marketing.



Class26.

RegulationsRelevantforDigitalMarketing:CAN‐SPAM(2003)

AnotherlawthatdigitalmarketersshouldbefamiliarwithisCAN‐SPAM,alawthatgovernscommercial

email.



MarketingAutomation

Todaywe

willdiscussthecapabilitiesofcurrentMarketingAutomationplatforms.



IntroduceCaseStudyAssignment

IwillalsodiscusstheCaseStudyAssignmentandansweranyquestionsyouhaveonit.



Prepare

1. ReadthelistofsevenprovisionsoftheCAN‐SPAMAct.

http://www.business.ftc.gov/documents/bus61‐can‐spam‐act‐compliance‐guide‐business

2. ReadtheCaseStudyAssignmentcarefullyandcomepreparedtoaskquestions.



SpecificAssignments

ThesespecificassignmentsareaboutCAN‐SPAM.

Postascreenshotofacommercialemailyoureceived.Comepreparedtoclasstosaywhetherit

does,ordoesnot,complywiththefirstfiveprovisionsofCAN

‐SPAM.



Class27.

DiscussionofEthicalDilemmas 

IfwehavetheFCQformsbynow,youwillfillthemoutatthebeginnin gofclass.



Todaywewilldiscusstheethicaldilemmaspostedbystudents.



Prepare

1. ReadtheethicaldilemmaspostedbyyourclassmatesintheD2Ldiscussionform.

Beforeclass,

fillouttheGoogleDocgrid:eachpersonwillcategorizethepostsas

a)TD(thornyethi caldilemma="hmmm...I'mnotsurewhatIwoulddointhissituation"),

b)ED(easyethicaldilemma="Irecognizethatthiscouldbeanethicaldilemmaforsome

people,butit

wouldn'tbeahardcallforme"),or

c)NC(notclear="it'snotclearwhofacesanethicaldilemmainthisscenarioorit'snotclear

ProvisionalSchedule:seeD2LforOfficialSchedule



18



whattheethicaldilemmais").



Class28.

Catch‐UpDay

Probablyanin‐classExcelexercise.TBD.



Class29.

DomainNames

Namingcompaniesandproductshasalwaysbeenimportant.Inanonlineenvironment, one oftenneeds

tosecureadomainname.Todaywewilldiscusswhatyouneed

toknowaboutdomainnames.



Wewilldoanexercisetodaytohelpfindadomainname.

Becauseyouhaveyourcasestudiesduethisweekandfinalscomingup,thereisnorequiredreadingto

preparefortoday.



Prepare

1. Optional:SkimtheIgorNamingGuidehttp://www.igorinternational.com/process/igor‐naming‐

guide_short.pdf

2. Optional:Namingblogpostathttp://messymatters.com/nominology/



Class30.

DiscussionofStudentCaseStudies;Wrap‐Up

Wewillhearaboutcasestudiesfromsomeofyourclassmates.



Finally,wewillreviewthecourse'slearningobjectives(seep.2ofthesyllabus)anddiscussstrategiesfor 

continuingtobuildone'sskillbaseandexperiencewiththoseobjectives.



Prepare

1. CaseStudyAssignmentduebeforeclass.Besuretofollowtheinstructions.



SpecificAssignments

Thesespecificassignmentsareforsharingyourcasestudywork.

Comepreparedtotellusaboutyourcasestudy.Tellusaboutthecompanyyouwroteabout,

howtheyareusingdigitalmarketing,whatyouthinktheyaredoingwell,andwhatyou

recommendtheydodifferently.You

willstandinfrontoftheclassforashort(fewminutes)

presentation,butthisisaninformalbriefing—youdonotneedtoprepareslidesordressup.

Thesespecificassignmentsaretohelpprepareforthefinal.

Writetwo"good"True/Falsequestions,onatopicortopicswehavecovered

sofar,thatcould

appearonthefinalexam.Agoodquestionisonethattestsunderstandingofsomething

important...andisnotobvioustosomeonewhoisjustguessing . Youcanwritequestionson

topicsfrombeforethemidtermorafter.Astimeallowsinclass,wewilldiscussthe

questions.



FinalExam

Thefinalexamwillbeduringtheuniversity‐scheduledexamslot.Youwillneedanon‐Internet‐

connectedcalculator.Donotmakeyourtravelarrangementsuntilyouknowwhentheexamis.