My 2017 EDU Creative Campus / Summit presentation

1. Preparing Students for the Experience Age
Stephen W. Marshall, Ph.D.

8. Forrester Research (2016) Invest In The Next-Generation Technology Skills Required For Digital Business

9. TRENDS

10. • University brands are lifetime brands
• Digital brand experiences are expected
• Universities are resource-challenged
• Interdisciplinary experiential learning is a must
• Students need the opportunity to fail fast
• Industry expects digital literacy
Things I know are true:
EDU trends

11. Now we focus on building long-term, sustainable
learning programs that include self-service, peer-
to-peer support, and badged accreditation programs
to recognize individuals who have put into practice
what they’ve learned – Kim Peretti, Global Head of Adobe Digital
Learning Services
Forrester Research (2016) Invest In The Next-Generation Technology Skills
Required For Digital Business
EDU trends

12. More colleges should expose students to real-
world work while still in the shelter of the college
experience…
Chronicle of Higher Education: Want a College Experience that Matters? Get to
Work. (July 2014).
EDU trends

13. Internships/active-learning and employment
during school are the two most important factors to
employers in their hiring decisions
Chronicle of Higher Education, American Public Media’s Marketplace. (December, 2012). The Role
of Higher Education in Career Development: Employer Perceptions.
EDU trends

14. By coupling a field-specific skill set with the soft skills
that form the foundation of a liberal education, liberal
arts graduates can nearly double the number of
jobs available to them
Burning Glass Technologies Whitepaper (2013). The Art of Employment: How Liberal Arts
Graduates Can Improve their Labor Market Prospects
EDU trends

15. Future BT employees need the hard skills
associated with design thinking, data science, and
product management, but equally important are those
soft skills — communication, empathy, curiosity, and
creativity — that can transfer from job to job
Forrester Research (2016) Invest In The Next-Generation Technology Skills
Required For Digital Business
EDU trends

16. Large employers like
IBM, IDEO and Cisco
are spearheading
initiatives to hire T-
shaped professionals
EAB Research: Creating T-Shaped Professionals: Design
thinking business programs & second bachelor degrees for
career starters (2014)
employment trends

17. 77% of companies considered missing digital
skills as the key hurdle to digital transformation
Capgemini-MIT Study: The Digital Talent Gap: Developing Skills for
Today’s Digital Organization (2013)
employment trends

18. 90% [of industry professionals] stated they did not
have necessary skills in areas of social media,
mobile… performance monitoring and analysis.
Capgemini-MIT Study: The Digital Talent Gap: Developing Skills for
Today’s Digital Organization (2013)
employment trends

19. Advertising Age 2016 Marketing Fact Pack
employment trends

20. Wanted: Executive experienced in data, digital, social,
search, media, creative, PR, events, shopper marketing,
programmatic, mobile, print and outdoor. The ability to
simultaneously and efficiently handle up to dozens of
stakeholders (often with competing interests) a must…
Old-school thinkers need not apply.
Advertising Age - How Account Management Was Reborn – May 2016
employment trends

21. 71% of high school seniors rate college
websites as the top communication
channel for learning about a college
Ruffalo Noel Levitz E-Recruiting Practices Report (July 2016).
digital trends

22. 94% of first impressions are design-related
Kenesis.com
digital trends

23. 75% of users admit to making judgments
about a company’s credibility based on
their website’s design
Stanford Web Credibility Project
digital trends

24. PATH

25. EDU must deliver
learning
outcomes for
career-building
foundations

27. MAY 2016

28. BUILD GREAT EXPERIENCES &
DELIVER
ACROSS EVERY TOUCHPOINT
UNDERSTAND AND ADAPT TO THE
RIGHT PERSON, RIGHT PLACE & RIGHT
TIME
CONTENT DATA
Industry Leadership Associations
premier experience platform

29. BUILD GREAT EXPERIENCES &
DELIVER
ACROSS EVERY TOUCHPOINT
UNDERSTAND AND ADAPT TO THE
RIGHT PERSON, RIGHT PLACE & RIGHT
TIME
Industry Leadership Associations
premier experience platform

30. Approach creates multiple learning touchpoints
Baked in multiple courses
(Creative & Experience Clouds)
Industry Talent
Pipeline
Project-based
collaboration
Key Points of Approach:
• Solutions baked (heavy or light) in courses based on learning outcomes
• Graduates understand full media ecosystem and customer experience strategies
• Gives students repetitive opportunities to practice solutions in different contexts
• Graduates have industry partnership experience and public-facing portfolio-ready work
• Enterprise agreement creates value for marketing, administrative, and academic initiatives

31. APPLICATION
Embed Adobe
Digital Marketing
Cloud in curriculum

32. approach creates multiple learning touchpoints
Media & Communication
(Undergraduate – Live & Online)
Courses:
• Multimedia Production
• Audience Research and Analytics
• Writing for Public Relations
• Public Relations Publications
• Advertising Graphics
• Social Media Strategy
• Nonprofit Communication Strategy
• Media Planning and Buying
• User Experience
• Advertising Practices (capstone)
Brand & Media Strategy M.A. / Digital Marketing M.S.
(Graduate – Live & Online) (Graduate – 100% Online)
Courses:
• Digital Strategic Communication
• Public Opinion Research
• Media Management
• Non-Profit Communication
• Digital Content Strategy
• Brand Strategy
Global Sport Leadership Ed.D.
(Doctorate – 100% Online)
Courses:
• Sports Branding and Marketing
• Leading External Functions of Sport
• Interpreting and Applying Analytics in Sport
• Doctoral Capstone
Solution Integration
Examples
Campus Integration
Solutions are applicable to multiple campus
colleges:
• College of Arts & Sciences
• College of Business Technology
• College of Public Health
• College of Medicine
• College of Continuing Studies

33. ACTIVATION
Campus organizations are
“labs” enhancing university
marketing communication
resources
Advancement
Athletics
University Marketing
& Communications
Colleges &
Research
University
Admissions

34. FUNDING MODEL
Student recruitment

35. serendipity

36. portfolios
recruiting
revenue-producing industry partnerships
interdisciplinary collaborations
research collaboration
brand storytelling platform
digital pubs & apps
public-facing work
enhanced marketing & asset resources
curriculum enhancement
ROI
MARKETING
grant writing platform
critical thinking
certifications
continuing ed
more…
Digital Experience Initiative Pillars
Provides solutions
and enhances
campus resources
ADMINISTRATION ACADEMIC
Creates efficacies
and partnerships on
and off campus
Digital literacy platform
for multiple campus
units

37. Preparing Students for the Experience Age
Stephen W. Marshall, Ph.D.