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DELIVERING FORMATIVE DIGITAL MARKETING COURSE
EXPERIENCES THROUGH EXPERIENCES
SCOTT COWLEY
THINGS YOU JUST CAN’T TEACH
DIGITAL MARKETING CAN BE LOVE AT FIRST BITE
WHY NOT LET STUDENTS TASTE THE REAL THING?(We put a lot of time and effort into substitutes)
2014 BASEBALL SEASON 28,440 Hit Singles
69 Grand Slams
Are we happy to keep students locked in the batting cage?
WHAT IS THIS?WOW I DID THAT!
LET’S TAKE STUDENTS FROM
TO
THE SOLUTION = OWNERSHIP
Websites Communities
MicrositesBlogseCommerceAffiliate sites
Facebook pageTwitter accountGoogle+ communityInstagramLinkedIn group
Content
Blog postsBanner adsLanding pagesInfographicsPresentationsVideo
IDEAS(In order of ease)
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
BLOG ABOUT (AND INVOLVE) BRANDSPromotion and Partnerships
Stellenbosch University students kept a class blog aboutbrand marketing. One team partnered with Jagermeister, which provided a cooler for the students to give away.
CREATE DIGITAL CONTENT FOR COMPANIES
Students learn about brand alignment by blogging forand working with a brand. Infographic also required.
Promotion and Distribution
TEST-LAUNCH A COMPANY OR WEBSITEBranding, Test Marketing, Promotion, and CRM
Students get pre-launch product experience by creating a landing page on a new domain, collecting email addresses.
CREATE ADS FOR AFFILIATE PROGRAMS
Students partner with brands to design banner adsfor their online affiliate programs. Great intro to design.
Advertising and Branding
MICROSITES AND AFFILIATE SITES
Students get complete web marketing experience throughcreation and promotion. Best for a full-semester project.
Full-scale Marketing
DoIHaveEbola.com
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)
WE NEED TO SPEAK FROM EXPERIENCE
Websites Communities
MicrositesBlogseCommerceAffiliate sites
Facebook pageTwitter accountGoogle+ communityInstagramLinkedIn group
Content
Blog postsBanner adsLanding pagesInfographicsPresentationsVideo
What have you created lately?
TO LEARN MARKETING
TO LOVE MARKETING
THEY MUST
EXPERIENCE MARKETING
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 directoryhttp://www.alltop.com
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