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Mastery Journal #12-The finish line #Digital Marketing, #DMK 691,  Internet Marketing  Campaign Development

To sum up my feelings, this is a bittersweet moment. I am thrilled to be graduating and feeling sad this has come to an end. Full Sail University has equipped me with the tools to succeed. I feel confident I can develop outstanding marketing campaigns. I will miss this school. Time went by way too fast. This class and the school were intellectually stimulating. The professors were an important part of that. This particular class was the most challenging of all the classes. It included a research paper compromised of around seventy pages written APA style on top of the typical class with hours of reading and writing on indirectly related topics.

Nevertheless, I felt a lot of extraneous pressure. It wasn’t the classes; it was what was going on in my personal life and my subjective expectations. The class was more challenging than I had anticipated. I presumed this last class would be similar to prior capstones where you plan ahead more, where you focused solely on the last project. But each week was locked up except the final project which was to be delivered a week before the class ended. Each week had new related topics, digital media topics. I had not anticipated that. I felt enormous pressure, especially in terms of time to do both the project and the many assignments due throughout the week along with it. I was mistaken that the class would be focused on the capstone alone. There were countless readings and videos to enrich our learning experience. Frick (2013) was an invaluable reference for making a digital plan. Innovative technologies that were not covered in prior courses were included.  Another, valuable skill we went over is how master presentations.

Greene (2013) writes about mastering a skill or subject noting that many masters did not develop their skills until later in life as healthy older people tend to accumulate both knowledge and experience. The author discussed Benjamin Franklin and that there were many seniors that became better accomplished with age. This is true for people who mindfully master their interests through lifelong learning.  Moreover, especially since professions are constantly updating and new information is being added it is crucial to continue learning even after obtaining any degree. Thus, this is not just the end. It is a new beginning.

                                 References

Frick, T. (2013). Return on engagement: Content, strategy and design techniques for digital marketing. Routledge.

Greene, R. (2013). Mastery. New York: Penguin books.

#FullSailUniversity, #DigitalMarketing, #DMK691

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Mastery Journal Class  #11

AKA: Digital Marketing and the Law

 This class explored many aspects of the law as related to Digital Marketing, portions of research from Landy (2008) were discussed. Class included, aspects of intellectual property law, criminal law, copyrights, terms of use contracts, just to name a few areas where marketing in cyberspace intersects law.  It was so interesting and it never disappointed because the laws are complex.  Moreover, the laws are changing on a regular basis. We  also covered basics of jurisdiction in intellectual property law, due process of law, work product ownership, fair use,public domain, privacy, identity crimes, CFAA, CAN-SPAM act and so on.  This reminds me of a book I read that discussed the ethics of digital marketing.

Wu (2016) wrote prolifically on topics related to the Digital Marketing, privacy rights, intersection of business in education and data mining. These topics relate to the topics in the class where the internet or world wide web interfaces with digital marketing statistics and influence marketing campaigns. Ethical questions come up and it is not clear where to draw the lines. Existing laws are road maps. Privacy policy and laws with respect to business marketing was focused on where the application of laws was analyzed.  

Finally, we covered terms of service and Tort law regarding digital marketing blog posts. It was a very interesting learning experience.  Greene (2013) describes his theory of mastery and discussed his opinion on stages toward mastery as six-part horizontal flow in stages.  It is advice from a journalist studying and researching prior success stories written in narrative case study style. The theory seems borrowed in part from positive psychology, Seligman and Csikszentmihalyi (2014). While a formula for exemplary achievement is based on a mixture of individualized factors the readings were uplifting, if not anecdotal. Despite, reading these books they apply to each individual as it resonates with them.  I can only speak for myself, I find that lifelong learning is a process of continual engagement as life is certainly full of changes. The graduate level degree is a title that indicates more in-depth study on a subject. This is the last class on to my capstone project and graduation.

Finally, I’d like to make note of something I read in a book by a Mathematician Gruis (2020) on Digital Law and Privacy rights.  Dr. Gruis mentioned a rule of thumb about new technologies and the law in the United States. There is nine times the disconnect between the laws catching up with the new technologies. This is because new inventions are happening three times faster than real time.  Whereas, new laws are enacted three times slower than real time.  The process in the United States of amending or adding in new laws are three steps behind the new technologies because in the United states more people get to weigh in on what the policies can be. Capitalism or a free market economy allows for technologies to hit the market and be advertised or promoted before the laws have a chance to catch up with them.  This incongruence can cause cognitive dissonance.  A product may give joy but have some serious draw backs that are only discovered after a long run.

                                         References

Greene, R. (2013). Mastery. New York, New York: Penguin Books.

Gruis, L. (2020). Privacy, Past, Present and Future. Washington-London. Acedmica Press.

Landy, G. K. (2008). The IT/Digital legal companion: A comprehensive business guide to software, IT, internet, media and IP law. Syngress.

Seligman, M. E., & Csikszentmihalyi, M. (2014). Positive psychology: An introduction. In Flow and the foundations of positive psychology (pp. 279-298). Springer, Dordrecht.

Wu (2016). The Attention Merchants: The Epic Scramble to Get Inside Our Heads,

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Mastery Journal, Class #10,

The pace of this class, DMK 662-O – Digital Analytics and Optimization was fast. The centerpiece of the class was a seminal text Kaushik (2010). In digital media analytics and marketing this seems old but there are certain constants that are timeless. While the analytics tools may change and algorithms get an upgrade there are classical foundations in analytics. One of these is the heavy use of statistics.  Understanding statistics is key to mastery of digital marketing analytics. One of the problems with free analytics is what Peterson (2007) another digital marketing sage reminds of that even if you use tools on line that are free-these are subject to interpretation. It is important to have a firm grasp of what is going on in digital analytics. All too often laypersons are in the field using tools for free misinterpreting results. It just emphasizes the importance of mastery in a given subject area.  Moreover, Paine (2011) expounds upon measuring for optimization.  

The end is in sight and it is bittersweet. My revised PDL goals are on target. One more class after this and the thesis project begins.  Graduation is only two months away.  

Greene (2013) wrote a book that summarizes multiple people’s achievements both historic and contemporaneous figures. Some are obscure while others are world renowned.  Many of the figures are those who have overcome adversity in order to master some achievement.  One of the characters he discusses toward the end is Leonardo Da Vinci, who was born out of wedlock in a time when children born under such circumstances were treated unfairly. Certain types of opportunities were denied children deemed illegitimate during that time period.  Although, Da Vinci has left a legacy of beautiful artwork, inventions and ingenious ideas documented on paper he lived a modest life most of his life due to his familial status.  This marginalization, the challenges Da Vinci had in social standing within his lifetime, his outstanding achievements had transcended beyond ordinary life into an extraordinary life of exemplary achievement despite the social stigmas he had to carry being considered less by his peers due to his mother not being married to his dad.  People like Da Vinci beat the odds and show that with perseverance one can overcome insurmountable odds.  Allowing others to define you is a mistake many make Da Vinci knew better.  It is in that vein, that I continue my education despite many setbacks.

  References

Greene, R. (2013). Mastery. New York, New York: Penguin Books.

Paine, K. (2011). Measure What Matters: Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships. John Wiley & Sons, Inc.

Kaushik, A. (2010). Web analytics 2.0: The art of online accountability and science of customer centricity. John Wiley & Sons.

Peterson, E. (2007, July 25). The Problem with Free Analytics. Blog. Demystified. Retrieved. https://analyticsdemystified.com/general/the-problem-with-free-analytics/

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Mastery Journal Reflection Class #9, Digital PR IMK 642, August 2021

Robert Greene (2013), paraphrased, describes mastery as a process that involves assiduous work. This class was one of the most interesting and most challenging classes in the program, so far. Built into the class were extra credit opportunities that I took advantage of and was not disappointed.  In many ways the class felt more like a traditional class where there were more details and explanations written into the class as well as synchronous opportunities for scheduled Zoom meetings.  Now, I have a much deeper understanding of Digital PR planning from the preemptive stage to the post crisis phase as discussed in Breakenridge (2012).  PR strategies are not just a static plan but a living document to be revised and monitored. While in the class I learned much more than I had anticipated although much of this was due to sheer assiduous effort and the results paid off.  I learned several formal theories of Public Relations that I had only understood superficially prior to this class.  Moreover, an understanding on the intricacies of the Digital PR plan were demonstrated through real life practice examples and the creation of PR Press release samples and distribution plans. It was capped off with a literature review and case study of a Public Relations Crisis and applied new strategy presentation that included a deeper understanding of team work in the managing PR in the digital age.  Besides the texts discussed above there were many other references consulted and the list below is only a sampler of these.

 References

 Breakenridge, D. (2012). Social media and public relations: Eight new practices for the PR professional. Pearson Education.

Chapman, A. H. (2012). Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business. Hoboken , New Jersey: John Wiley and Sons.

Collier, M. (2013). Think Like a Rock Star. McGraw Hill.

Greene, R. (2013). Mastery. New York, New York: Penguin Books.

Paine, K. (2011). Measure What Matters: Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships. John Wiley & Sons, Inc.

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Mastery Reflection Journal Assignment Class #8, IMK 622

Here, is a snippet of class and some insights from Greene (2013).  Firstly, Google leads in search engines Statista (2021).  As such much of the digital marketing focused on techniques which optimize this top search engine. Google is constantly refining their algorithms, even daily..  For example, Google business profile (2020) replaced Google + (nd.).  Ellis (2020) noted the complexities of advanced SEO using Google to promote your business. Ahrefs (2018) described many of the concepts that were learned in this class, succinctly. Most SEO whether local or global will focus on Google as a centerpiece of the SEO plan. One constant is change. This is why it is important to have continuing education in whatever profession you are in.

           In this class many other areas were covered. The text book that the class covered was by Moran and Hunt (2015). In addition, there were other areas that were covered. Many SEO tools were discussed, implemented that digital marketers, webmasters and managers often use to increase their conversion rates by the optimizing of their sites.  This strategic refinement digital marketing best practices were utilized.  An segment from a reference book on achieving goals follows.

           In Greene’s book (2013) which chronicles individual success stories reports that success often happens in a fashion that is not straightforward. Greene depicts the journey of Robert Morris and Paul Graham partners in business as exemplary success. Along the way to their pinnacles of success were all sorts of twists and turns. These two gentlemen were pioneers in the early days of the web and computers. Besides having a stellar education, they enjoyed tinkering with code and their journey toward success is depicted in Greene’s book.  Accordingly, Graham obtained a PhD from Harvard in Computer Science and met Robert Morris at Harvard. Both of them shared a penchant for hacking, coding and computers decided to go into business together. Details of how they came to develop their inventions that are part of the web now.  Details of Robert Morris’s conviction for creating one of the first worms while he was at Cornell University in a PhD program around 1991 Court Listener (nd.) after he had graduated from Harvard as an undergraduate were not detailed. This case was familiar because I wrote my first Master’s thesis on the CFAA and studied this seminal case.  Robert Morris also holds a PhD from Harvard and is a professor at M.I.T. Despite this Morris and his friend were able to become successful inventors, authors and entrepreneurs’ Y Combinator (nd.).  

                                         References

Google Business Profile (nd.) Google My Business, English US. Retrieved. https://www.google.com/intl/en_US/business

 Greene, R. (2013). Mastery. Penguin.

Moran, M., & Hunt, B. (2015). Search engine marketing, Inc.: Driving search traffic to your company's website. IBM Press.

Statista (2021). Worldwide desktop market share of leading search engines from January 2010 to June 2021. Retrieved. https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/

Court Listener (nd.). U.S. v. Robert Morris. Retrieved https://www.courtlistener.com/opinion/557785/united-states-v-robert-tappan-morris/

Y Combinator (nd.). Y Combinator People. Retrieved https://www.ycombinator.com/people.html

Ahrefs (September 03, 2018). How to Do Local SEO: Complete A-Z Tutorial. (Video). You Tube. Retrieved. https://youtu.be/pQSVsHvpTTA

Ellis, M. (2020, January, 06). 2020 Local SEO Success: How to Feed, Fight, and Flip Google.  Moz Blog. Retrieved. https://moz.com/blog/2020-local-seo-success

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Mastery Journal Entry for class #7, June 2021

How class # 7 has met my goals for completion of this Master’s degree program:

This needs to be prefaced with the fact that I did not meet my original goals. Firstly, I dug out my old Timeline from 2016. I was supposed to be taking this class in October of 2016.  During this period in 2016, I experienced a lot of adversity. It felt like I was swimming upstream. Circumstances dictated that I withdraw from the program until I was able to meet other obligations. To keep my loans in deferment, I entered into a PhD. Program. For the past several years I have been working assiduously on that.  Now I am ABD, all but dissertation. Reflecting back on this unfinished business I decided to contact the school where I was working on this degree to see if I was eligible to pick up where I left off. Fortunately, the school allowed me to pick up where I left off in my journey! Now, I will be revising my timeline and I am one step closer to the final timeline.  I really learned a lot in this course.

What I learned from this class and how I will apply it:

Greene’s (2013) book, Mastery, section two included another phase on the keys to mastery called the apprenticeship phase. It definitely, felt to me like I was engaged in a real-world apprenticeship type digital marketing campaign. In this seventh class titled, Advanced Digital Marketing I worked on an individual business case study to develop a multichannel digital marketing campaign. It included a budget and goals. The entire course went at a very fast pace. The class culminated on June 27, 2021 with the creation of a full digital marketing campaign presentation which was formatted in a video to an audience of people who would be stakeholders in the outcomes of the campaign.

These digital skills are invaluable in any kind of marketing campaign. While general marketing campaigns require research, statistical analysis, creative content and thoughtful synthesis of marketing dynamics, this class and program take marketing to the next level on the web.  An effective marketing campaign whether digital or not requires multiple streams of campaign strategies from broad to narrow.  Marketing is an ongoing process that involves the long game.  This sums up my impressions.

 References

 Greene, R. (2013). Mastery. Penguin.

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Journal update

Great news! Screen shots of old posts on the M.S. program were found in a file last night! In retrospect my journey never really ended. While on a hiatus excursion, skills continued to be refined.

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Multitasking-Studying  Bar  Subjects-Civil Procedure

Civil Procedure, Prof. Watching playlist on Erie Doctrine. https://www.youtube.com/watch?v=_S0zAfwWZ_A&list=PLgUkKxwt2Xsau6rkY6gH5h6sEF1JM51PO

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Advanced Digital Marketing

Working on a unique value proposition (UVP) for an winning Internet Marketing Plan (IMAP). 

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Back from a long reprieve

On the way to an M.S. in Digital Marketing after a Law School Stint and ABD, PhD in Health Psychology, finding that completing goals are not always straightforward.  Sometimes the path leads us through a long detour. 

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When You’ve Been In School So Long You’ve Become Self-Aware Of Its Emotional Damage On You

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Mastery Journal Class # 6

Reflections on New Media Marketing class

 “The future belongs to those who learn more skills and combine them in creative ways.” (Greene, 2013)

 I am at the halfway mark. This class went well.  Even though I took a class as an undergraduate in New Media and other Marketing Classes such as International Marketing. This version of New Media Marketing at the graduate level expanded my understanding of the subject matter as well as taking a deeper dive in.  I still had my old class textbook so I compared and reviewed it as a measurement between this class and my undergraduate class. (Flew, 2005). This class  was much more in depth. It actually focused more on developing a Media Marketing plan based on mobile media and websites.  It also  required much more reading including several texts and numerous articles on marketing campaigns using new media such as blogs, and  social websites. A book by Mack Collier was the centerpiece of our work (Collier, 2013)  Another area I learned about was what a brand ambassador and influencers are.  I also learned that ” fans” can be converted into brand ambassadors for their loyalty.  They in turn often turn into what is call brand evangelists in the industry.  We learned to keep track of or quantify metrics and tailor a plan that involved reasonable goals and plans in our new media marketing campaigns. We also studied mobile marketing from the standpoint of an outreach program along with our metrics.  Some of the readings for that included the Text Content Rules. (Chapman, 2012)

I look forward to continuing to learn more about internet marketing. Starting on Monday I will be taking a new class called Advanced Internet Marketing Strategies.

References:

Chapman, A. H. (2012). Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business. Hoboken , New Jersey: John Wiley and Sons.

Collier, M. (2013). Think Like a Rock Star. McGraw-Hill.

Flew, T. (2005). New Media: An Introduction. New York, New York: Oxford University Press.

Greene, R. (2013). Mastery. New York, New York: Penguin Books.

Turner, J. a. (2012). Go Mobile. Hoboken, New Jersey: John Wiley and Sons.

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When the work isn’t done but the boss is returning from vacation so everybody is like:

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When you work on a Saturday and accidentally lock yourself out

You have to call your Secretary to drive to work to help and she’s like:

(I promised a nice lunch!) 

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The first step of the Journey

It is the end of the first class in my second Masters. This time the degree will be in Marketing.  A road map of my anticipated journey is in this pdf link of a power point that follows:

https://drive.google.com/open?id=0B88W3UWVNe4eekJWcW5MdFp4LXc

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Anyone who has never made a mistake has never tried anything new"~ A. Einstein