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How to Teach Digital Marketing AKA Things You Just Can't Teach

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Presentation given to marketing faculty at the AMA Winter Educators Conference in San Antonio (2/12/2015).

The presentation focuses on how to create formative digital marketing course experiences using experiential projects: content marketing, ad design, blogging for BuzzFeed, etc. The presentation also includes tools and resources to simplify these projects for university students.

Scott Cowley teaches digital marketing strategy at Arizona State University and spent several years working in digital marketing prior to getting his PhD.

Publicada em: Educação, Marketing
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How to Teach Digital Marketing AKA Things You Just Can't Teach

  1. 1. DELIVERING FORMATIVE DIGITAL MARKETING COURSE EXPERIENCES THROUGH EXPERIENCES SCOTT COWLEY THINGS YOU JUST CAN’T TEACH
  2. 2. DIGITAL MARKETING CAN BE LOVE AT FIRST BITE
  3. 3. WHY NOT LET STUDENTS TASTE THE REAL THING? (We put a lot of time and effort into substitutes)
  4. 4. 2014 BASEBALL SEASON 28,440 Hit Singles 69 Grand Slams Are we happy to keep students locked in the batting cage?
  5. 5. WHAT IS THIS? WOW I DID THAT! LET’S TAKE STUDENTS FROM TO
  6. 6. THE SOLUTION = OWNERSHIP Websites Communities Microsites Blogs eCommerce Affiliate sites Facebook page Twitter account Google+ community Instagram LinkedIn group Content Blog posts Banner ads Landing pages Infographics Presentations Video
  7. 7. IDEAS(In order of ease)
  8. 8. WRITE FOR BUZZFEED (or LinkedIn or Medium) Students experience the challenges of content creation, outreach, and promotion. The analytics dashboard is superb. Segmentation and Promotion
  9. 9. BLOG ABOUT (AND INVOLVE) BRANDS Promotion and Partnerships Stellenbosch University students kept a class blog about brand marketing. One team partnered with Jagermeister, which provided a cooler for the students to give away.
  10. 10. CREATE DIGITAL CONTENT FOR COMPANIES Students learn about brand alignment by blogging for and working with a brand. Infographic also required. Promotion and Distribution
  11. 11. TEST-LAUNCH A COMPANY OR WEBSITE Branding, Test Marketing, Promotion, and CRM Students get pre-launch product experience by creating a landing page on a new domain, collecting email addresses.
  12. 12. CREATE ADS FOR AFFILIATE PROGRAMS Students partner with brands to design banner ads for their online affiliate programs. Great intro to design. Advertising and Branding
  13. 13. MICROSITES AND AFFILIATE SITES Students get complete web marketing experience through creation and promotion. Best for a full-semester project. Full-scale Marketing DoIHaveEbola.com
  14. 14. TIPS ON GRADING EXPERIENTIAL ASSIGNMENTS • Reward students for time/participation and performance • Make “content vetting” part of the requirements • Put emphasis on generalizable fundamentals (brand alignment, market segmentation, product development, strategic planning and execution, use of analytics) • Adopt a holistic rubric for anything subjective (sometimes point removal is easier to do than point allotment)
  15. 15. WE NEED TO SPEAK FROM EXPERIENCE Websites Communities Microsites Blogs eCommerce Affiliate sites Facebook page Twitter account Google+ community Instagram LinkedIn group Content Blog posts Banner ads Landing pages Infographics Presentations Video What have you created lately?
  16. 16. TO LEARN MARKETING TO LOVE MARKETING THEY MUST EXPERIENCE MARKETING scott.cowley@asu.eduscottcowley.com
  17. 17. TOOLS MENTIONED IN THIS PRESENTATION Free year of hosting for students: http://www.westhost.com/edu Domain names for 99 cents (1 yr): http://www.1and1.com Attribution-free stock photos: http://www.pixabay.com Free multi-purpose design tool: http://www.canva.com Content sharing analysis/stats: http://www.buzzsumo.com Directory of affiliate programs: http://www.cj.com Content platform with analytics: http://www.buzzfeed.com/community Twitter influencer identification: http://www.followerwonk.com Free website/blog platform: http://www.wordpress.org Pre-launch e-mail collection platform: http://www.launchrock.com Corporate blog directory http://www.alltop.com Title Image

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