THE CHALLENGE OF KEEPING YOUR CURRICULUM CURRENT AND RELEVANT: HOW TO CONSTRUCT AN EFFECTIVE DIGITAL MARKETING (OR SOCIAL MEDIA MARKETING) COURSE Dr. Richard C. Hanna Assistant Professor of Marketing June 29, 2017
o 5 major challenges for creating and maintaining a digital marketing course Agenda o My approach o 6 tips to help you along
5 MAJOR CHALLENGES FOR CREATING AND MAINTAINING A DIGITAL MARKETING COURSE
Summary of Major challenges 1. Focus of the course? 2. How much do the students already know? Will they know more than me???? 3. Reading and support materials? 4. Experiential learning? 5. Staying up to date?
1. Where to
6 Digital Marketing consists of three types of media Owned Website Social Media Content Paid PPC Display Ads Sponsored Ads Email Conversations Shares/Reposts/Likes Influencers Earned Richard C. Hanna 2016
7 Who are the targets for these media types? Target: Customers Website Social Media Content Owned Paid PPC Display Ads Sponsored Ads Email Target: Prospects Conversations Shares/Reposts/Likes Influencers Earned Target: Advocates/Fans Richard C. Hanna 2016
If you try to cover everything, you won t be able to go deeply into anything (and your students may revolt )
Suggestions Answer these two questions: Is this the only course you can offer? What is the primary background of your students? If only one course, I would suggest 2/3 paid and 1/3 social. Pick topics within each area that allows you to have a unique voice Accept that you can t cover everything CONNECT TO MARKETING!
2. How much do the students already know (and do they know more than me)?
Two types of knowledge Basics Know how to USE social networks to communicate and transfer info with friends Familiar with analytics but not how they are assembled Created communications for sue in social media or email Advanced Understand analytics and need more than cursory explanation Already know Search Engine Marketing and want to know how to optimize Know a lot about one area of digital (programmatic buying, social ads etc.)
Suggestions Survey your students in advance of class If there is a student with a particular expertise, invite their participation in an area you need to enhance Admit to the students that this is a constantly changing field and no one expert in all things we re obligated to teach each other CONNECT TO MARKETING!
3. Reading and support materials?
Because the digital world is constantly updating, good books and articles are hard to find Texts are quickly out dated Articles can be conflicting PLUS, it can t be so obvious that students could have found it without you!
Suggestions Online text books (see Stukent) Find trusted resources: Hubspot (inbound marketing & content) Wordstream (PPC and SEO) Social Media Examiner Search Engine Watch Buffer and/or Hootsuite (social media) Kissmetrics and/or Litmus (email)
4. Experiential learning? Experience Apply Share Generalize Process SIMULATION FIELD CONSULTING
Simulations The Good Controlled environment where you know how things will work (sort of) Specific learning objectives can be achieved Mistakes are good and can turn into learning opportunities The Bad Not realistic enough Some simulations can be gamed If the Instructor doesn t understand how it works, disaster awaits
Field Consulting The Good Very realistic, real problems See first hand the results of actions to a real business Builds relationships and soft skills Bad clients The Bad Problems don t line up with learning objectives Scale & Scope creep
Suggestions Find a good simulation and become very familiar with it Stukent offers MiMic Pro for digital marketing and MiMic Social for social media Certifications (Hubspot, Google, Hootsuite) If you have small businesses you can work with, it never hurts but be prepared for lots of hand holding
5. Staying up to date?
Suggestions Attend webinars lots and lots of webinars Sign up for email newsletters Focus on what seems like a keeper and don t chase every shiny new toy Find experts who can come to your class to help on technical topics so you can focus on marketing Don t forget the MARKETING part of the title
MY APPROACH (TO ADDRESSING THESE CHALLENGES)
Situation @Babson: Digital marketing Marketing Analytics Students About 1/3 have some type of digital experience already Key Strategy: Always tie back to marketing strategy or theory (not everyone takes consumer behavior or research or retailing or other marketing electives)
My Current Course Design Digital Marketing Marketing theory (Consumer behavior, segmentation/personas) Digital Marketing Fundamentals SEM/SEO, online ads, native ads, email Social Media and Content Marketing Creating compelling content and spreading the news Infographics, content, pics Consumer response, social listening, reputation management
Certifications (P/F) Deliverables Hubspot Content, Google AdWords, Hootsuite Social Online Simulation (MiMic Pro) Team Client Project Exam Homework/In-class activities
Mimic online simulation by Stukent (small teams, 2-3) Google Certification only provides you a basic knowledge. Without actual practice of the skill, it s an empty resume builder Play against the computer and practice your search marketing skills You operate a website that sells digital cameras for which you need to optimize landing pages, conduct keyword research, build PPC Ad campaigns, run email marketing, and more. Final deliverable: Game performance plus brief selfassessment of team decisions
How will we get there? Certifications Google Adwords Certification (first half) Need to pass 2 online exams from Google to be certified. For class, exam 1 is required, exam 2 is optional for you Hubspot Content Marketing Certification Introduction to creating compelling content for different digital channels Hootsuite Certification Introduce social media types and strategy Explains how to use the Hootsuite tool for distribution and monitoring of social media activity on Facebook, Twitter, Linkedin, and Instagram
Hootsuite
Textbook & Simulation from Stukent ($99.99): Internet Marketing Essentials by Larson & Draper (online only at Stukent.com) Mimic by by Stukent.com Cost of Course Materials ~$100 Other readings ($0): Articles or book chapters available on the internet or through Library databases. Links are posted in course management platform Certifications ($0) Certifications are free along with study guides provided by the companies.
I don t know everything What I tell everyone at the start of class and repeat often Some tools need to be self taught We need to learn from each other Always be looking and share with the class Use Twitter #MKT7542 (via hootsuite) to post something we should all know about
In the year 3000 Split my current course into two separate courses in order to go deeper or what I d like to do soon Add a course or seminar in visual marketing media
6 TIPS TO HELP YOU ALONG
5 tips from me to you 1. Don t get lost in the tools tie everything back to marketing strategy 2. Stay current by following email newsletters and RSS feeds from relevant sources 3. Challenge your students to teach everyone else 4. Experience is key: try a simulation 5. Certifications give students a tangible they can show in their resume 6. Be careful not to over fill the course
I m curious about you If you are currently teaching a digital marketing, social media, analytics, or related course, I d like to know what you re doing. If you re willing to share a syllabus or an outline, please send to rhanna@babson.edu Let s start a conversation
QUESTIONS?? THANK YOU! Email: rhanna@babson.edu Phone: 781-239-5992 Twitter: @profrhanna