Preparing Students for the New Digital Economy
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Sinclair Community College recently developed a Digital Marketing Degree. Come learn how we have partnered with local business to identify the needs of employers and developed one of the first degree programs specifically targeted to marketing in the digital age.
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Preparing Students for the New Digital Economy
- 1. Preparing Students for the New Digital Economy • Dennis Brode – Professor/Chair, Management/Marketing • Chrissann Ruehle – Assistant Professor, Management/Marketing @ACBSPAccredited #ACBSP2015
- 2. Preparing Students for the New Digital Economy Presentation Overview • How We Started • Digital Marketing Program Components • Social Media Pedagogy: Periscope, Twitter, LinkedIn, Facebook, Infographics • Works Cited • Conclusion @ACBSPAccredited #ACBSP2015
- 3. Preparing Students For The New Digital Economy •How we started: •Focus group to gather data on jobs and need •Analyzed the data gathered •Developed a degree program and two certificates that cross several disciplines @ACBSPAccredited #ACBSP2015
- 4. Digital Marketing – A.A.S. BIS – 1120 – Introduction to Software Applications CIS 1304 – Web Site Development w/HTML/JavaScript COM 2206 or 2225 – Communications ECO 2180 – Principles of Microeconomics ENG 1101/1201 – English Composition I & II GEO 1107 – Introduction to Geographic Information Systems (GIS) LAW 1101 – Business Law MAN 1107 – Foundations of Business MAN 2150 – Management & Organizational Behavior MAN 2155 – Management Information Systems MAN 2270 – Management Internship MAT 1460 – Finite Mathematics for Business Analysis MRK 2100 or MRK 2101 – Introduction to Marketing MRK 2102 – Principles of Advertising MRK 2135 – Digital Marketing MRK 2230 – Social Media & Consumer Engagement MRK 2236 – Consumer Behavior VIS 1140 – Design Processes I @ACBSPAccredited #ACBSP2015
- 5. Digital Marketing Technologies - CRT BIS 1120 - Introduction to Software Applications CIS 1304 - Web Site Development w/HTML/JavaScript MAN 2270 – Management Internship MRK 2100 or MRK 2101 – Intro to Marketing MRK 2102 - Principles of Advertising MRK 2135 - Digital Marketing MRK 2230 - Social Media & Consumer Engagement MRK 2236 - Consumer Behavior VIS 1140 – Design Processes I @ACBSPAccredited #ACBSP2015
- 6. Digital Marketing Communications - CRT COM 2206 or COM 2225 – Communications GEO 1107 – Introduction to Geographic Information Systems (GIS) LAW 1101 – Business Law MAN 2150 – Management & Organizational Behavior MAN 2155 – Management Information Systems MAN 2270 – Management Internship MRK 2100 or MRK 2101 – Introduction to Marketing MRK 2102 – Principles of Advertising MRK 2135 – Digital Marketing MRK 2230 – Social Media & Consumer Engagement @ACBSPAccredited #ACBSP2015
- 7. Social Media Pedagogy: Periscope The Evolution of Periscope Early March 2015 Late March/April 2015 #Showusyourfridge #Fridgeview @ACBSPAccredited #ACBSP2015 Courtesy of Buhr
- 8. Social Media Pedagogy: Periscope Periscope Applications for Business: • Employer Branding/Recruitment Campaigns • Meet the CEO Chats • Event Promotion/New Product Launch • Virtual Experience • Behind-the-Scenes Interviews @ACBSPAccredited #ACBSP2015
- 9. Social Media Pedagogy: Periscope Teaching and Learning Take-aways: • Interactive nature of Periscope promotes critical thinking • Practice helps lift students’ confidence levels • Boosts agile thinking • Fertile ground for ethics and piracy issues debate @ACBSPAccredited #ACBSP2015
- 10. Social Media Pedagogy: Twitter • Getting Started: • Remember that Twitter is a close-knit social community • Always communicate in a courteous and respectful manner • Choose the right Twitter handle • Design a bio that represents your business interests • Upload a photo or image that represents you • Follow others first • Notify your network that you are on Twitter • Establish your participation goals • Just Tweet! @ACBSPAccredited #ACBSP2015
- 11. Social Media Pedagogy: Twitter • Getting Your Students Started: • Explain the Twitter “Rules of the Road” • Discuss the importance of setting up their account correctly • Invite them to follow you • Model participation for students • Share news articles and publications of interest • Demonstrate productivity tools like Hootsuite or Tweetdeck • Emphasize the value of an editorial calendar @ACBSPAccredited #ACBSP2015
- 12. Social Media Pedagogy: LinkedIn • Introducing Your Students to LinkedIn: • Valuable for job search and professional networking • Faculty should setup their LinkedIn profile first • Integrate LinkedIn profile development as an assignment • Value for Students and Faculty: • Career branding for a professional online presence • Ability to connect with potential recruiters and apply for jobs • Follow LinkedIn influencers and learn the art of content curation • Allows educators to maintain contact with students and track progress @ACBSPAccredited #ACBSP2015
- 13. Social Media Pedagogy: Facebook • Getting Started with Facebook: • Develop a strategy, goals and objectives for your business’ Facebook page • Identify who will be responsible for setting up and maintaining the page • Develop an Editorial Calendar • Assemble prewritten content and images for the page setup • Create a page for your business and fill out the basic information completely • Setup administrator rights • Add content to your site including an attractive cover photo • Invite users to “like” your page • Monitor results such as page likes, post reach, page visits and overall engagement levels @ACBSPAccredited #ACBSP2015
- 14. Social Media Pedagogy: Infographics “While not appropriate or useful for all types of content, infographics can add valuable context to existing stories by using visuals to show relationships in data, anatomy, hierarchy, chronology, and geography” (Crooks). @ACBSPAccredited #ACBSP2015 Demo Storyboarding in Class Use Draw/Pair/Share for Initial Design Create Infographic using Technology (i.e. Piktochart, Visual.ly) Applications: Assessment & Metacognition, Lecture, Team Presentations
- 15. Works Cited “About Us.” LinkedIn.com. 2015. 7 May, 2015. Buhr, Sarah. “Meerkat and Periscope Aren’t Sure What to Do with Their Hands.” TechCrunch.com. The Crunch Network, 29 Mar. 2015. Web. 5 May 2015. Crooks, Ross. “Are Infographics Still Effective as Part of Your Content Strategy?” Forbes.com. 14 Jan. 2014. Web. 6 May 2015. Quinn, Cassidy (@CassidyQuinn). “Apparently #fridgeviewis the new live streaming trend…I just tried it @kgwnews and got 1,300 hearts and 77 viewers.” 31 Mar. 2015, 6:17 p.m. Tweet @ACBSPAccredited #ACBSP2015
- 16. Conclusion • Prepare for a fast moving digital marketing field • Remain open to collaborating in a dynamic environment • Be a builder! • Step forward to model lifelong learning • Never assume students know everything about social media • Help students overcome their fears, especially “Imposter Syndrome” • Have fun! @ACBSPAccredited #ACBSP2015
- 17. Contacts • Dennis Brode, Professor/Chair, Management/Marketing @ProfBro LinkedIn.com/in/DennisBrode Dennis.Brode@Sinclair.edu 937.512.3722 • Chrissann Ruehle, Assistant Professor, Management/Marketing @ChrissannRuehle LinkedIn.com/in/ChrissannRuehle Chrissann.Ruehle@Sinclair.edu 937.512.3504 @ACBSPAccredited #ACBSP2015
Editor's Notes
- Sinclair Community College received a high volume of internship postings requesting students with digital marketing experience. At this point in time, we did not have a marketing degree program available for students. As a result, many internship opportunities went unfilled. This issue prompted Sinclair’s leadership team to explore the feasibility of designing and implementing a digital marketing degree program. We reviewed Dayton area job postings and gathered hiring trend data on the hiring needs of local employers. The data suggested there was a need for the marketing major, but we needed confirmation from the business community. We organized a focus group and invited local business leaders with expertise in digital marketing to participate. They provided excellent feedback on their hiring needs and provided us with specific information on the prerequisite knowledge, skills, and abilities that are needed to be successful in a digital marketing career. Based on their feedback, we designed and developed an AAS degree and two certificate programs.
- We built the Digital Marketing AAS degree to reside within the Business Management family of degree programs. This would enable students that were currently studying business management to declare digital marketing as their major while avoiding the loss of credits that often occurs when students switch majors. Further, we learned during our research that it is very important that students obtain knowledge and skills outside the traditional business areas. We included GEO 1107 Introduction to Geographic Information Systems because customer segmentation and data analysis are key parts of the class and we believe this will strengthen our students’ knowledge. Further, location marketing is a key trend in marketing currently as marketers are looking for ways to ensure the right message is being communicated to the right target audience at the right time and the right place which is often point of purchase. VIS 1140 Design Processes I will give digital marketing students an overview of graphic design and assist them in effectively working with graphical designers in their future career.
- Digital Marketing is a unique program in that it crosses multiple disciplines including marketing and information technology. This certificate stresses the intersection of marketing and information technology.
- This certificate stresses the creative communications side of marketing with an emphasis copywriting and design elements.
- Periscope is a live broadcasting app that currently operates on IOS only. Developers are busy working to design the app for other smartphone formats. Stay tuned! Meerkat, another live-stream app and competitor of Periscope, was launched at the South by Southwest Interactive Conference in Austin, TX earlier this year. Not to be upstaged, Twitter purchased Periscope for a mere $100M and set the marketing wheels in motion (Buhr). Similar to Ricky Bobby in the movie, Talladega Nights: The Ballad of Ricky Bobby, many Periscope users weren’t quite sure what to do with this app. So, they started Periscoping their refrigerators and a new phenomenon was born on Twitter: #Showusyourfridge and #Fridgeview.
- Lucky for us, most Periscope users have evolved beyond the #fridgeview stage and started using more sophisticated applications. Hootsuite, a global company that designed a productivity tool for social media users, stepped to the front of the stage with its #FollowTheSun campaign. Hootsuite has offices in Singapore, Romania, UK, Brazil, Boston, San Francisco and Vancouver. The firm is ramping up its hiring and wanted to find a unique way to attract the best and brightest minds to the business. The firm used Periscope to showcase the company culture and engage users. Further, Ryan Holmes, HootSuite’s CEO, holds weekly Periscope chat sessions in his office as a way to engage with the public. A travel agency conducted a “Walk and Talk Through the Eternal City of Rome” as a way to promote their tours to Italy. Social media icon, Guy Kawasaki, recently toured the Porsche factory in Stuttgart, Germany and he took us along via Periscope. There are many creative applications for Periscope. The famous Nashville photographer, Jeremy Cowart, recently took a stroll around New York City and stopped to take photos of people that he met along his walk. He asked Periscope viewers for suggestions on where to go for his walk and places to photograph. It was true viewer engagement! Dale Earnhardt, Jr. took Periscope viewers on a tour of the new Whisky River Restaurant Grand Opening at the Charlotte Airport. Viewers got a behind the scenes tour of the operation.
- When users begin broadcasting on Periscope, viewers can log in and post comments. Often, viewers will influence or drive the direction of the broadcast as the broadcaster responds to viewer comments. When Periscope is used in the classroom to broadcast student presentations and team activities, viewers can ask questions or make substantive comments. This engagement poses an opportunity for students to reflect on the question, use their critical thinking skills, and formulate a response that demonstrates their knowledge of the topic. Further, Periscope and some of the piracy issues that have been in the news recently pose wonderful opportunities for debate and discussion. Pay Per View television shows like Game of Thrones and the Mayweather vs. Pacquiao boxing match pose piracy challenges for HBO, Showtime, Periscope, Meerkat and live app broadcasters. Boxing meet Periscope. Periscope meet Boxing. These real world scenarios would provide rich opportunities for in-class debate and discussion.
- Twitter is a 140-character microblogging program. It is important to explain the true learning value of Twitter. Students often believe that Twitter is for sharing what one ate that day for lunch. This is NOT correct. Education and the sharing of valuable content are central tenants of Twitter. It is an opportunity for community members to share valuable information with one another. Direct selling of products or services should be limited.
- In order to effectively teach students Twitter, one needs to learn how to effectively use the tool first. Explain Twitter terminology such as Retweets, Notifications, Favorites, Tweetchats. In order to learn about interactions in the Twitter community, it is helpful to watch how other accounts interact. Helpful accounts that I follow include @Mashable, @Hubspot, @SocialMediaExaminer, @AdWeek, and @Hootsuite. Productivity tools such as Hootsuite or Tweetdeck allow users to pre-schedule their posts. Often, social media experts will schedule a block of time on a Friday afternoon to compose multiple blog postings or social media posts. These productivity programs allow users to preschedule and post their tweets which is very helpful from a time management standpoint.
- LinkedIn is the world’s largest online professional networking organization. According to About LinkedIn, globally it has more than 364M users in 200 countries and territories. Over 75% of the users are outside the U.S. LinkedIn indicated that college students and recent college graduates comprise the “fastest growing demographic”. The U.S. has over 115M LinkedIn users. In today’s global economic environment, it is imperative that students and working professionals alike maintain current LinkedIn profiles.
- Given that 829M people are on Facebook daily, your business needs to have a presence. It is always important to identify a strategy for your Facebook page and identify your target audience. Many businesses target their current customer base on Facebook and use it as a tool for leveraging customer reviews, providing customer service, and cultivating strong relationships with their current customer base. Those customers will often refer other prospective customers to the business when they have a positive customer experience. Service businesses rely heavily on Facebook for cultivating customer referrals such as realtors and beauty salons. Retailers and consumer packaged goods manufacturers rely heavily on Facebook for promoting products and services. Facebook is an especially strong platform for contests and coupons.
- Digital marketing is rapidly changing. Sometimes it seems as though it is changing by the week. Be open to learning new technologies and techniques. Show students this “openness” to learning and model it in the classroom. They will need to highly develop this skill in order to stay afloat in this fast changing field. Imposter Syndrome is a big issue in this technology-driven field.