The digital marketplace is changing daily but executives, managers and students are not prepared. We have created the Digitally Integrated Learning Environment to address this need of managers and millennials alike!

1. Digital Transforms
Business School Education
Ira Kaufman PhD
Lynchburg College
School of Business
January 18 2015

2. The Pain Point
IBM 2014 Global CMO Study. compares global CMOs level of digital
preparedness -
 In 2011, 71 % felt underprepared to deal the explosion of marketing
data, as compared to 82% in 2014 .
 66% reported that they’re not ready to cope with social media,
marginally less than 2011.

3. Our Responsibility
“By 2018 the US is predicted to lack around 1.5 million managers and
analysts with sufficient technical and digital know-how to make
effective decisions, and the picture in the UK is similar. Big data, web
analytics, mobile, content marketing and social media are the future
of marketing but they are also the most difficult skills for which to
recruit. This presents a challenge for both marketing employers and
educators.”
Lorna Walke, senior lecturer and programme director in the Business &
Management faculty of Regent’s University London Business School

4. Digital Transforms Business
 Organization- Digital Marketing pervades all functions of the organization
transforming it both internally and externally
 Marketing function- Transparency and customer experience transforms Marketing–
add values, social media and participation to the marketing mix
 IT function- Big Data, the Cloud and digital technologies increase the role of IT in
decision-making corporate strategies
 HR function- the four generation organization, reverse mentoring, and talent
acquisition suggests the critical role of “talent” in creating competitive advantage
 Finance function – digital payments to digital marketing, business looks for new ways
to generate value. In addition the digital culture is bringing corporate principles to the
front and suggesting that sustainable outcomes become the result through creating
shared value.

5. Pieces to the Digital Puzzle
 Content Paradox: The idea of transmitting digital content openly and
transparently contrasts with the interests of the entrenched executive
focused on controlling the message and its distribution.
 Literacy Paradox: Digital is being adopted at an exponential rate by
consumers, but more than half of CMOs admit they are not technically
or analytically prepared to address this opportunity.
 Marketing Paradox: Traditionally, marketing has operated in its own
independent silo and has been focused on customer acquisition and
engagement; now its functions and technologies are beginning to
pervade all aspects of the organization.
 Organizational Paradox: Executives expect digital to transform their
companies, but their organizations are not structurally or
technologically prepared for the speed and complexity of this change.
 Sustainability Paradox: Some two-thirds of organizations consider
sustainability a significant issue yet a only small percentage have fully
implemented sustainability initiatives; many more have not
incorporated such initiatives into their strategic planning.
 Performance Paradox: As a rule, businesses with superior performance
(in terms of sales or revenue) feel better prepared for digital
transformation and have invested more resources in digital marketing
than lower performers.

6. How to incorporate these changes
into a digital marketing course
 Customer experience
 Big data
 Social customer relationship management
 Social branding
 Integrated digital marketing
 Social return on investment
 Digital involvement cycle
 Digital alignment/organizational restructuring

7. Create Digitally Integrated
Learning Environment (DILE)
Engaging, integrated content
Interactive, innovative instructional
methodologies
Focus on learner experience
Deliver live updates digitally

8. DILE – Core Concepts
 Student-Centricity – The learner experience (LX) is the primary
focus.
 Social Community – The classroom is a living digital laboratory
of a “student social community” with common interests.
 Collaboration – In collaborative learning, the instructor and
students are partners in learning
 Integration – Integration permeates the entire course:
integrating media, integrating values and goals with
actionable strategies and tactics.
 Applicability – Concepts are experienced and ingested
through group exercises, rather than memorized and
regurgitated.

9. Digital Transforms the Learning
Environment
 Students- Millennials live the digital culture with different values, learning
styles and expectations; they translate their social media expertise to
strategic applications.
 Instructors – They must adopt the digital mindset (values, listening,
responsiveness) as a partner in learning
 Classroom – In order to engage the millennial, the instructor must transform
the learning environment from being instructor dominant to learner centric
or creating a experiential, collaborative social community
 Textbook- The static print textbook must be transformed to an interactive,
updatable, and flexible digital learning resource integrating all of the
changes cited above

10. The Proof of Concept
Digital Marketing:
Integrating Strategy and Tactics with Values
 Input from academics and digital experts
 Designed by millennials
 Refined by students
 Traces 5 steps to Digital Integration-
 Mindset, New Marketing Normal, Integrated Digital Marketing,
Alignment Sustainability
 Updated via Digital Marketing Resource Center
 Transforms a static print publication to digital via augmented reality

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12. About the Presenter
Ira’s 35 years of marketing experience spans three worlds – business,
non-profit, and education. Earning his PhD in marketing from
Northwestern’s Kellogg School of Management, he advanced
initiatives in social marketing with Professor Philip Kotler. As Executive
Director for Legacy International, Ira developed a cultural sensitivity
integrating values and sustainability into workshops on marketing
strategy in Asia and the Middle East. He taught digital marketing at the
senior executive programs of Kellogg and Virginia Tech, and currently
is designing innovative courses on digital marketing and social
entrepreneurship at Lynchburg College School of Business and
Economics. As a digital strategist and president of Entwine Digital, he
helps companies ranging from multinationals to start-ups with their
social branding and integrated digital marketing and transformation
strategies. Co-author of Digital Marketing: Integrating Strategy and
Tactics with Values
Ira@entwinedigital.com
www.enwinedigital.com
http://www.linkedin.com/in/irakaufman
http://twitter.com/ira9201
https://plus.google.com/u/0/+IraKaufman9201/posts
.. © 2015
Dr. Ira Kaufman