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1、SyllabusMDAR 3650: Internet Public RelationsPage 3 of 4SyllabusInternet Public RelationsTulane UniversitySchool of Continuing StudiesInstructor: Steve OKeefeSpring Semester, January 10 - May 6, 2011MDAR 3650 - An Online Course(Content of this syllabus may be changed at the discretion of the instruct
2、or.)CONTENTS:- Course Description- Objectives- Text Book- Assignments & Grading- Instructor Contact Information- Companion Web Site- Class RulesCourse Description:This course is designed to teach students how to take advantage of Internet technologies to promote a person, product, event, web site, b
3、usiness, or organization. The Internet makes it possible to inexpensively reach millions of people with a promotional message. However, if certain rules are not followed, promoting this way can lead to censorship, blacklisting, and a damaged reputation. This class will help students learn the often-
4、unwritten rules of Internet protocol, while developing online public relations campaigns that are appreciated and effective.This is a hands-on, nuts & bolts course, focused on both technique and theory. Students will learn some of the most in-demand skills in the current job market, including how to
5、 increase traffic at a web site, how to responsibly use social networking for promotional purposes, and how to promote a product, event, or company online. This is an ideal course for anyone considering a career in marketing, publicity, public relations, e-commerce, online media production - or for
6、anyone who has started a business or is thinking about it. This class requires several hours of online time every week; students should make arrangements for adequate Internet access before signing-up for this course.One of the things students enjoy most about this class is the ability to build an o
7、nline PR campaign for a favorite business, organization, or group. Each student selects a portfolio company at the beginning of the semester. Week-by-week, the student builds an online PR campaign for that organization. Students have been creative in their choices of companies, including hospitals,
8、schools, nonprofit organizations, churches, their own businesses, or a relatives business. The campaigns are *not* designed to be used by these organizations as part of the class; however, several organizations have gone on to use the campaigns designed in this class at a later date to promote their
9、 organizations. Many students have described this class as feeling like an internship.Objectives:At the conclusion of this course, students should know how to: Prepare an online publicity plan for a business, agency, or organization Register a web site in search engines and directories Install and m
10、aintain social networking profiles Promote the launch of a new web site or a web site re-design Prepare content such as documents for syndication online Write and format email news releases and direct email Locate and responsibly use journalists email addresses Create a map of key web sites and blog
11、s related to any given subject Conduct blog PR, including locating blogs, posting, commenting, and tracking Produce an online tour in a variety of formats: text, audio, and video Produce and promote an online seminar or workshop Familiarity with online audio and video production toolsText Books:Titl
12、e: Online Public RelationsAuthors: David Phillips and Philip YoungPublisher: Kogan PageISBN: 978-0-7494-4968-1Edition: Second Edition (2009)Title: Content RulesAuthors: Ann Handley and C.C. ChapmanPublisher: Wiley (November 30, 2010)ISBN: 978-0470648285Edition: First EditionAssignments & Grading:Wee
13、kly Assignments 50% of GradeAssignments will be handed out every week during the semester. Assignments are due by 4:00 p.m. Central Time on Friday of the week they are assigned - either emailed to instructor or posted online. Each assignment will be graded on a scale of 0 to 5. Grades are based on b
14、oth content and format (neatness counts). Assignments will be reduced by one full grade for each week they are late. The first week an assignment is late, the grade will be reduced by one point; the second week, by two points; the third week, by three points. Assignments more than three weeks late w
15、ill not be accepted for a homework grade. Assignments more than three weeks late will still be accepted for a portfolio grade.Quizzes 25% of GradeThere will be a few short quizzes given during the semester to evaluate the students understanding of the assigned readings. Quizzes may involve a variety
16、 of formats, including multiple choice, matching, short answer, and short essay. Quizzes must be completed by 4:00 p.m. Central Time on Friday of the week they are given.Portfolio 25% of GradeYour portfolio consists of all your weekly assignments assembled into one neat package and submitted by 4:00 p.m. Central Time on the f
