Teaching Digital Marketing in Higher Education


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This is a presentation I gave recently, addressing the question of how to teach Digital Marketing in Higher Education.

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  • You asked me to prepare a presentation on teaching digital marketing in a higher education context this is a very interesting question to pose what could a strategy for teaching digital marketing look like? - start with a goal, three components / strands
  • An interdisciplinary course covering technical aspects, creative marketing practice, and business skillsStudents need to learn both practical digital skills as well as how to embed digital marketing in overall business strategy
  • The teaching environment should mimic real-life experience as closely as possible Students need to learn the value of staying current given fast-changing nature of the industry
  • Learning by doing is crucial to embed understanding of digital marketing Students should apply new skills to real scenarios as early as possible and as part of their course
  • Teaching Digital Marketing in Higher Education

    1. 1. Dr Simone Kurtzke August 2013 Teaching Digital Marketing in Higher Education
    2. 2. Contents 1. The goal of teaching Digital Marketing 2. Content: What to teach 3. Delivery: How to teach it 4. Practice: How to embed it 5. Outcome and result
    3. 3. 1. The Goal ”To create capability and understanding of digital marketing in students who, for the most part, have grown up with the Internet (‘Digital Natives’)”
    4. 4. Teaching ‘Digital Natives’ Strengths Weaknesses  Digitally literate  Comfortable and confident using technology / the Internet  Device literate (smartphones, apps, etc.)  Native knowledge and use of social media  Mostly digital consumption  May be overconfident  Lack sense of how the Internet works (technical, SEO, data use, etc.)  Lack knowledge of how digital functions relate to measurable business objectives
    5. 5. 2. Content: What to teach • Interdisciplinary (technical / creative / business skills) • Business planning and strategy
    6. 6. Tech – How the Internet works  Search Engine Optimisation (SEO)  Web design / content management systems (WordPress)  Data use and web analytics (Google Analytics)  Demographics and audiences  Digital Marketing channels (email, social, website, blogs)  Devices and digital consumption (mobile / apps / games etc.)
    7. 7. Creative – Digital Marketing practice  Online PR  Content marketing  Social Media marketing (Facebook / Twitter)  Digital content creation (video, images, enewsletters, blogs, etc.)  Software  Tools and resources
    8. 8. Business skills and Strategy  Digital business transformation (marketing, customer service, corporate reputation, etc.)  Social Media governance  The social consumer  Social customer service  Digital marketing and business objectives  Measurement and evaluation
    9. 9. 3. Delivery: How to teach it • Mimic real-life environment • Value of staying current / real time
    10. 10. Delivery – How to teach it Medium:  Minimise use of textbooks  Instead, use content of the medium (Blogs, podcasts, videos) in real time  Thought leaders / subject experts Learning experience:  Build teams of experts – simulate agency set-up  Use ‘tools of the trade’ (Twitter, blogging, etc.)  Apply to real clients to embed skills
    11. 11. 4. Practice: How to embed it • Learning by doing • Apply skills to real scenarios
    12. 12. Practice – How to embed it Partner with small businesses:  Help with digital marketing strategies  Real-life business experience, value exchange  Enhances reputation, builds student CVs Collaborate with in-house marketing team:  Support in-house digital and social marketing activity  Project-based work, e.g. content marketing campaign  Real-life digital marketing practice (incl. ROI)  Free marketing / PR for institution
    13. 13. 5. Outcome and result Students with high degree of employability: • Interdisciplinary knowledge (technology, creative, business skills) • Practical digital marketing experience (real clients) • Professional networks (collaboration / partnerships) • Enhanced CV
    14. 14. Thank you! Dr Simone Kurtzke w: http://socialscotland.com t: @socialscotland