1. Lecture:

Marketing theory

• Introduction
• Course overview
• Overview of the 1. Lecture
  BREAK
• What is marketing for?
• Where to place marketing in a business?
• How big should be a time-, project – or client related marketing budget?
• What do you need to know about your business in order to start thinking about your marketing strategy?
• How to do a market analysis?
• Who is your client?
• Who is your competition?
• How to structure your battle plan?
• What is a marketing funnel?
• Did you ever hear about the marketing arguments? (envy, greed, Pride (justification), Wrath (anger like “Dove” did), fear, sex (Lust is obvious), and more)

Open discussion:
Famous promotion strategies

Bonus:
7 pages of printed info about marketing arguments

Homework:
Why is marketing important for your project?
3 times “why is that” // create an example for everyone

       2. Lecture
Audience 1 (Your audience today and tomorrow)

• Summary of last lecture
• Former Homework
• Overview of this lecture
  BREAK 
• Who is your client?
• What is the difference between audience, lead, client and community?
• How to research audiences?
• What do you need to know about your audience?
• How do I define their interest and behaviour?
• Where and when can you reach out to your audience?
• Should I consider cross platforms communication?
• How to warm up your client in the marketing funnel?

Open Discussion:
Case study with multi level platforms
(create an ideal customer: use a class member)

Bonus:
Printed document of the future of consumer behaviour
=> reduce of attention leads to new communication
(TikTok, Twitter, Snapchat => polarising content => no long descriptions)

Homework:
Who is your ideal customer? 3 personas (avatars age 14, 24, 54)
Gender, age, family situation, behaviour, interests, social life, financial situation, location, latest holiday, favorite food

       3. Lecture
Audience 2 (Platforms and their user behaviour)

• Summary of last lecture
• Former Homework
• Overview of this lecture
  
• Little group task: List platforms of where to reach the audience: Facebook, Instagram, Google, LinkedIn, Blogs, Youtube, mail, e-mails, magazines, flyers, billboards, TV, radio, newspapers and others (categorize all of those as a team work)
  BREAK
• How do people think, behave and engage with digital products?
• How is the audience behaviour on social media?
• How do people engage to email promotions? 
• What do people do on Google?
• Can I create a community out of my audience?
• How do I build a platform for social interactions between my community?
• In how many and which platforms should I show presence?
• Which platforms of those I should be active?
• Which platform is best for which audience?

Open Discussion:
How would you calculate your customer acquisition cost?

Bonus:
Printed document of how many times does an audience need to be reminded before they convert first time in comparison with retaining customers?(example on coffee, online courses, and cars)

Homework:
Define the platforms that you need to use based on your 3 avatars?
Why is this platform the right choice?

       4. Lecture
Facebook and Instagram basics: Long lecture

• Summary of last lecture
• Former Homework
• Overview of this lecture
  BREAK
  ——-
  FACEBOOK:
• How to open a business account on FB?
• What is a FB group, fan page, business account, ad account, pixel, catalog
• How to open those? Any restrictions?
• What do you need to prepare to become trusted by facebook?
• What should your strategy look like? (funnel)
• Do and Don’t on Facebook
• Posting & Engagement frequency?
• What do we know about the algorithm?
• When should I start with Facebook Live? 
• A/B test for organic visuals, how?
• What is an editorial calendar?
• How to become more efficient while working with FB?

Open Discussion:
About those platforms

Homework:
Search 5 Facebook and 5 Instagram accounts which you consider as your role model?

       5. Lecture
Content

• Summary of last lecture
• Former Homework
• Overview of this lecture
  BREAK
  ——
  FACEBOOK:
• Invitation of an external lecturer who speaks 30 min about visual communication
• Why does the design language need to be simple?
• How long does the audience pay attention?
• What does your strategy tell you about design? (audience, age, region, … )
• Where to create visuals?
• What templates you may use?
• How to write a text that engages? Emojis?
• How much text is good?
• Which content you may share?
• Could you use a third party to manage my content?
• Introduction of Facebook´s Creator Studio
• What does Facebook offer for free as content?
• Why should you schedule the content?
• How to read and analyze the statistics of published posts?

Open Discussion:
Do you have any experience with other third party platforms for content creation?

Homework:
Create 5 canva visuals from a template of your choice and schedule them into the creator studio of Facebook.

       6. Lecture
Ads/Promotion

• Summary of last lecture
• Former Homework
• Overview of this lecture
  BREAK (30 min):
• Where can you publish ads by using Facebook platform?
• Which placements exist, where are they and how do they look like?
• Why do you do ads but never only one? (funnel)
• What is your marketing goal?
• How much budget do you have and how to divide that?
• What is your marketing objective?
• Why do awareness, trust and consideration ads before anything offer?
• When and how long your ads should be published?
• What is Facebook’s Instant Experience?
• Which format should you use for each placement? And what happens if you do not care about it?
• Which visuals and copy should I use for my ad?
• Why is it a bad idea to use similar text and visuals as from posts?
• Do you know any hints and tricks for setting up ads?
• When is the right time for retargeting?
• What kind of option do I have? (lookalike, pixel, page likes)
• Why is it important to collect data, before doing conversion ads?

Open Discussion:
Which placement is your favourite and what is a good ad?

Homework:

Find out:
1. How many visual formats are recommended by Facebook?
2. Which frame rate and MBts/sec. your video ad should min/max have?
3. What is the min/max quality for images? DPI and type

       7. Lecture
Calculate your ad budget

• Summary of last lecture
• Former Homework
• Overview of this lecture
  BREAK 
• What is your ad budget based on?
• Does and Don’t with your budget?
• How to calculate my minimum and optimum ad budget?
• How much of your budget should be spent at what time?
• When should you start, stop and how do you optimize it?
• What does your audience size and duration have to do with budget?
• Should you choose a daily budget or lifetime budget?
• Which placements are cheap and which are expensive?
• What are customer acquisition costs and retaining costs?
• Free Document: Calculation table for ad budgets

Open Discussion:
Test calculation: From the goal, to sell 100 shoes in one month, to how many website visitors I would need to achieve that, until the size of your ad budget.

Homework:
No homework

       8. Lecture
Survive in the market

• Summary of last lecture
• Overview of this lecture
  BREAK
• Why to give value to your audience
• How to keep your audience interested in your service?
• Should you do Email marketing for lead generation?
• How should my Website be prepared?
• Why is the Facebook Pixel important for each landing page of my campaign?
• How to keep up with creative ideas on social media?
• Where can I learn more details about social media and marketing?
• How do I build a personal brand?

Open Discussion:
What is the Life time value of a client (cross this to lecture no. 1,2 and 3)