COURSE

New Media and New Markets

CJN 297A Fall 2008
MON/WED: 4:00PM - 05:15PM R415

Final Exam
Wednesday, 12/10/2008
5:40PM - 7:30PM

Kevin Greenstein
PROFESSOR

Kevin Greenstein

Ridgeway 401
Communication and Journalism
Suffolk University
Boston, MA 02108

Office Hours: 1:30PM - 2:15PM, Tues/Thu or by appointment

Phone: 917-584-8671
Fax: 617-742-6982
E-mail: kgreenstein@suffolk.edu
REQUIRED MATERIALS

Hester, N. (2007) Creating a web site in Dreamweaver CS3, Peachpit Press. ISBN: 13:978-0-321-50304

Kent, L. (2007) Adobe Photoshop CS3 Top 100 Tips & Tricks. Visual (Wiley)ISBN: 978-0-470-14476-3

Scott, D. M. (2007). The New Rules of Marketing and PR: How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly. Hoboken, New Jersey: Wiley& Sons. ISBN-13: 978-0470113455

Note: Readings will be assigned from the Internet, the media, and advertising or marketing journals.

 COURSE OBJECTIVES
  1. To provide an understanding of the key terms and concepts in new media, the Internet, web design and online marketing.
  2. To investigate the impact of target markets and market segmentation of online markets.
  3. To examine the social, economic, and cultural impact of new media.
  4. To show new media constraints and opportunities for advertisers, marketers and PR professionals.
  5. To allow students to create, develop and justify a web site.
  6. To have student learn the basics of HTML and HTML editors.
  7. To introduce students to web site usability issues.

WEEKLY ASSIGNMENTS
9/3 Introduction to the class & the Internet

Internet Survey

How you use the Internet

What makes a website good?

Assignment: Try out Blogger.com or Blogspot.com and report back

9/8 Blogging, HTML, & Copyrights

Blogging Software: how it works, benefits, disadvantages

Blogs: positives and negatives

Begin working with HTML code

Copyright Law

Assignment: Publish News Story in HTML containing...

  • Title (in bold)
  • Your name (in italics)
  • 2-3 sentences about news story (in plain text)
  • Photo related to news story
  • Photo credit: where did it come from?
9/10

HTML Tables, Graphics

Begin exploring the use of tables in HTML design.

Use Photoshop CS3 to create a simple graphic for use in your web page.

Photo proportions

ASSIGNMENT: Read: Scott pp.1-39, ch 17,18 - DUE 9/15

ASSIGNMENT: Create an HTML document containing a table that looks as follows - DUE 9/15
Note subtleties, like the first and third rows spanning two columns, the large-text title, and the colored background in the image cell (choose whatever color you like). If you don't have access to PhotoShop CS3 and can't make a new image, just use the image you created in class on Wednesday. Your document should include a head (with title) and a body (where the table goes).

Story Title Here
by [YOUR NAME]
Text for your story here. Text for your story here. Text for your story here. Text for your story here. Text for your story here. Text for your story here. Text for your story here. Text for your story here. Text for your story here. CREATE IMAGE
IN PHOTOSHOP
PUT HERE
More text for your story here. More text for your story here. More text for your story here. More text for your story here. More text for your story here. More text for your story here. More text for your story here. More text for your story here.
Still more text for your story here. Still more text for your story here. Still more text for your story here. Still more text for your story here. Still more text for your story here. Still more text for your story here. Still more text for your story here. CREATE IMAGE
IN PHOTOSHOP
PUT HERE

 
9/15 New Media Strategies

Discuss Scott reading assignment: See 9/10 for details

Review HTML table assignment: See 9/10 for details

Webmonkey: Excellent resource for learning basic and advanced HTML programming
        http://www.webmonkey.com/tutorial/tag/web_basics

ASSIGNMENT: Read  Hester p.1-28, 33-63, 118-119: Due 9/17

ASSIGNMENT: Sign up for a web hosting account at FreeWebs.com, 50megs.com, or some other web hosting provider: Due 9/17
Note: If you can sign up for a no-ads version (at FreeWebs, this costs about $15/year), that'd be better, but it's not mandatory.

ASSIGNMENT: Read "Can MySpace Save the Music Business?"
9/17 Dreamweaver CS3/
Music Industry

Begin working with Dreamweaver CS3 to build your website (class project).

Review HTML table assignment: See 9/10 for details

DISCUSSION: "Can MySpace Save the Music Business?"
9/22 Presidential Election/
Website Project

DISCUSSION: The Presidential Election

How are the candidates using the Internet? Is it working?

Assigned Readings:

IMPORTANT NOTE: you are NOT required to read all content on the candidates' blogs, just get a sense of how the candidates are communicating their respective messages

IN-CLASS LAB WORK: Website Project
9/24 Magazine Business/
Website Project

DISCUSSION: The Future of the Magazine Business

How has the Internet changed the magazine business, and what can we expect moving forward?

Assigned Readings:

IN-CLASS LAB WORK: Website Project
9/29 Viral Marketing/
Website Project

Prepare for discussion on viral marketing: how a seemingly small idea can explode into a huge one.

Assigned readings/viewings:

IN-CLASS LAB WORK: Website Project
10/1 Content-Rich Websites/
Website Project

Prepare for discussion on content-rich websites & how they influence the buying process

Assigned readings/viewings:

IN-CLASS LAB WORK: Website Project
10/6 & 10/8 Website Presentations

Each of you will need to have uploaded your website progress (as of the completion of class on 10/1) and emailed me the URL so that we can review them in class.

I will go to your homepage URLs one by one, you'll give a brief synopsis of what your website is about (only about one minute long) and then the class will give some initial feedback. This presentation is not going to be graded, the purpose of this exercise is to:

1) Demonstrate your ability to upload your website to your web hosting account

2) Make sure that you're on the right track with your website

3) Benefit from your classmates' constructive feedback

IMPORTANT NOTE: There are currently no scheduled take-home reading assignments for 10/6 and 10/8. But if there is a lack of participation in discussions over the next four classes, that will change.
10/15 Website Development

Work in class on websites, getting to the point where additional content pages will be able to be produced.

Change website template (if desired) to one that works better with your design/concept.
10/20 Branding & Web 2.0/
Website Project

iBeer Facebook App Controversy

Denny's "Feed-a-Band" Promotion

KFC: Guitar Hero & Tijuana Picnic

Continue work on websites

10/22 Website Midterm
Due Oct. 27, 2008
12:00 PM
No Exceptions!

At conclusion of class on 10/22, websites should be ready for "midterm" grading. If not, then students will need to access Adobe Dreamweaver CS3 at an on-campus computer in order to get the website ready for grading.

In order to be officially ready for midterm grading, all websites should contain the following:

  • Homepage for website

  • Well-designed header graphic (created in Photoshop)

  • Navigational area (listing all content areas to be produced)

  • A fully developed homepage, including description text and photos/images

The submission of your website URL (via email to kgreenstein@suffolk.edu by 12:00pm ET on Monday, October 27, 2008) should also contain a 500-word description of your website, breaking down what it's about, who the target audience is, and what methods you plan to use to generate revenue with your website. Feel free to reference tools discussed in previous classes and listed above on the syllabus. Any questions should be asked/answered in class on 10/20 and 10/22.