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Schedule

Lesson 1: Introduction and Overview
Readings:

Textbook

  • Kelly, Sheehan, Lee & Ni, Chapter 1
  • Kelly, Sheehan, Lee & Ni, Chapter 2
Assignments:
  1. Complete Introductions Discussion
  2. Complete Lesson 1 Quiz
  3. Complete Lesson 1 Discussion
Lesson 2: Campaign Planning and Situation Analysis
Readings:

Other Readings

  • Kelley and Jugenheimer Chapter 4
Assignments:
  1. Complete Lesson 2 Quiz
  2. Complete Lesson 2 Discussion
Lesson 3: Competitive Analysis
Readings:
  • None
Assignments:
  1. Complete and submit Progress Report #1
  2. Complete Lesson 3 Quiz
  3. Complete Lesson 3 Discussion
Lesson 4: Conducting Primary Research
Readings:

Other Readings

  • Kelley and Juggenheimer Chapter 6
Assignments:
  1. Complete Lesson 4 Quiz
  2. Complete Lesson 4 Discussion
Lesson 5: Research Design and Data Collection
Readings:

Other Readings

  • Kelley and Jugenheimer Chapter 7
  • A1 Steak Sauce Case Study
Assignments:
  1. Complete Lesson 5 Quiz
  2. Complete Lesson 5 Discussion
Lesson 6: Analyzing and Presenting Research Results
Readings:
  • None
Assignments:
  1. Complete and submit Progress Report #2
Lesson 7: Campaign Strategy
Readings:

Textbook

  • Kelly, Sheehan, Lee & Ni, Chapter 6
Assignments:
  1. Complete Lesson 7 Quiz
  2. Complete Lesson 7 Discussion
Lesson 8: Creative Strategy
Readings:

Textbook

  • Kelly, Sheehan, Lee & Ni, Chapter 10
Assignments:
  1. Complete Lesson 8 Quiz
  2. Complete Lesson 8 Discussion
Lesson 9: Integrated Communication Strategies and Tactics
Readings:

Textbook

  • Kelly, Sheehan, Lee & Ni, Chapter 9
Assignments
  1. Complete and submit Progress Report #3
  2. Complete Lesson 9 Quiz
  3. Complete Lesson 9 Discussion
Lesson 10: Media Strategy
Readings:

Textbook

  • Kelly, Sheehan, Lee & Ni, Chapter 7
Assignments:
  1. Complete Lesson 10 Quiz
  2. Complete Lesson 10 Discussion
Lesson 11: Digital and Social Media
Readings:

Textbook

  • Kelly, Sheehan, Lee & Ni, Chapter 11
  • Kelly, Sheehan, Lee & Ni, Chapter 12

Other Readings

  • Social Media Buyer's Guide (IAB)
Assignments:
  1. Complete and submit Progress Report #4
  2. Complete Lesson 11 Quiz
  3. Complete Lesson 11 Discussion
Lesson 12: Campaign Evaluation
Readings:

Textbook

  • Kelly, Sheehan, Lee & Ni, Chapter 9
Assignments:
  1. Complete and submit Progress Report #5
  2. Complete Lesson 12 Quiz
  3. Complete Lesson 12 Discussion
Lesson 13: Putting Together the Campaign
Readings:
  • None
Assignments:
  • None
Lesson 14: Presentation Requirements
Readings:
  • None
Assignments:
  1. Continue to work on Final Project and Final Presentation
Lesson 15: Final Project Presentation
Readings:
  • None
Assignments:
  1. Continue to work on Final Project and Final Presentation
  2. Submit Final Project
  3. Submit Final Presentation

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