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Certifications and Action Learning in Teaching Digital Marketing
The document presents best practices in teaching digital marketing, highlighting modules on certifications, social media analytics, and action learning projects. It emphasizes the integration of real-world applications, such as collaborations with nonprofits for Google Ads campaigns, and the benefits of using certifications to enhance student learning and confidence. Challenges and considerations for implementing these practices are also discussed, along with links to resources and additional tools for analytics in the classroom.
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Certifications and Action Learning in Teaching Digital Marketing
- 1. Best Practices inTeaching Digital Marketing Association of Collegiate Marketing Educators, March 2020, San Antonio, TX Materials at http://www.hollysyrdal.com/resources.html Dr. Debra Zahay-Blatz, St. Edward’s University Dr. Holly Syrdal, Texas State University Dr. Wes Pollitte, St. Edward’s University
- 2. • Background • 1:30Session A • Module 1 Certifications (Zahay-Blatz) • Module 2: Social Media Analytics (Syrdal) • 3:30 Session A • Module 3: Action Learning (Zahay-Blatz) • Module 4: Marketing Metrics and Analytics (Pollitte) Agenda
- 3. • Presentation • Applicationand Sharing • Q & A Format
- 4. Who am I? •Professor of Marketing, St. Edward’s University, Austin, TX • Director of Master of Science in Digital Marketing and Analytics • Teaching Internet (Digital)Marketing since 1999 • Marketing EDGE Outstanding Marketing Educator 2016-2017 • Sixth Program • Lots of experiments, experiences, • And BOOKS!!
- 5. Module 1: Certifications:Hootsuite, HubSpot Google Ads and Analytics and their role in the classroom Dr. Debra Zahay, St. Edward’s University,
- 6. • “Real World”Component • Supplemental Material to keep students current • “Badges” for job seeking • Student confidence Certification Benefits
- 7. • Students needto reinforce learning • Answers are readily available online • No substitute for expereince Certification Limitations
- 8. • Hootsuite Academy:Social Media Management Tool and Social Media Marketing • HubSpot Academy: Inbound Marketing and others • Google Ads and Analytics (Skilshop) Certification Options
- 9. Available Certifications Undergraduate • DigitalMarketing (Required): HubSpot Inbound Marketing and Google Ads • Sales and Relationship Management: Salesforce • Social Media Marketing: Hootsuite • Marketing Metrics: Google Analytics Using Certifications in Curriculum Development
- 10. Graduate Options AreMore Extensive
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- 12. Hootsuite Dashboard HelpsManage Social Media
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- 17. HubSpot InBound Marketing MatchesCore Concepts of Digital• Inbound Marketing Fundamentals • Content Strategies • Blogging • Social Media • Pillars and Clusters in Web Design • Conversational Growth • Conversion and Lead Generation Zahay, Digital Marketing Management, 2e
- 18. Google Ads andAnalytics Classroom Use
- 19. Google Skillshop: AdsFundamentals https://skillshop.exceedlms.com/st udent/path/17374-learn-the- fundamentals-of-google-ads- search
- 20. Analytics and AdsCertification in One Place
- 21. • How canyou use these certifications at your institution? • How would you get started? • How would you monitor success/progress? • Prepare to share! Small-Group Activity
- 22. Module 3: ActionLearning Project for Google Ads and Analytics Dr. Debra Zahay, St. Edward’s University,
- 23. Google Ad GrantsOnline Marketing Challenge (OMC) https://get.google.com/onlinechallenge/
- 24. Google Pairs StudentTeams with Nonprofits
- 25. Alternative: Client ProjectOverview • Students form groups • Contact company • Create and review plan with client, get signatures (Scope of Work) • Get instructor approval for plan • Create Ads account and request $250 credit from company (PrePaid Visa Works)! • Create and implement Ads Campaign to drive traffic to landing page (one per group) • Strongly suggest linking Google Analytics to the page for further insights
- 26. Client Project OverviewContinued • Run campaign for a three-week period • Analyze the results (Suggest using Ads and ONE OTHER other appropriate measure such as Google Analytics, bitly) • Report back via presentation, final report. • Involve industry experts to coach, evaluate
- 27. Pre-Campaign Report • Precampaign plan (4 1.5-spaced pages) (100 points) • Client Overview (40 points) • Ads Strategy (45 points) • Communication and Readability (15 points) • Signed Scope of Work Document • Pre-Campaign Presentation (50 points)
- 28. Post-Campaign Summary • Post-Campaignsummary (8 1.5-spaced pages) (300 points) • Executive Summary (50 points) • Industry Component (100 points) • Learning Component (80 points) • Communication and Readability (40 points) • Relevant use of Tables, Figures and Charts (30 points) • Post-Campaign Presentation (50 points)
- 29. Google Manager AccountAids Monitoring
- 30. Final Presentations AidLearning
- 31. Pros of GoogleProject • No searching for client • Larger budget • Students learn social responsibility Cons of Google Project • Client may be long distance • Google might be difficult to contact • Client might not have a minimal level of knowledge in digital marketing • Time constraints might exist Considerations
- 32. Whether to Coachan Ads Project • Does everyone have time? (Client, student, coach) • Does the project fit with course/program learning objectives? • Does the student team have the background?
- 33. If a for-profit,does the team have access to clients? • Tangible product • Specialized • Small product category • Clearly defined target • Geographic limitations
- 34. Do you knowwhat to avoid? • Expensive products (insurance) • National or local brand competition • Restricted (i.e., alcohol)
- 35. Additional Best Practices • GetCertified as a Coach! • Put Google Analytics on the client landing page • Redesign the webpage before launch
- 36. Summary • GOMC providesreal-world application of paid search • Effective when linked with Analytics • Other options for Analytics in the Classroom • Q&A
- 37. Analytics: Easy Google Analyticswith Blogger NOTE: It is still possible to find the UA code with GA4. Watch this account for updated instructions for GA4.
- 38. Click Settings Gearin Analytics (lower left corner) and under Admin tab, add a web property
- 39. For New PropertySelect “Get Tracking ID”
- 40. For current Property,Select Tracking info
- 41. Tracking Code Appearsunder Tracking Info and is Above Code Snippet
- 42. Tracking Code canbe inserted in any web page; In Blogger, just add the UA-Code under Settings, Other
- 43. Students can nowtrack a blog in Analytics, just like AdWords Campaigns
- 44. Students Can AlsoTrack Analytics on the blog in Blogger
- 45. Statistics Reveal MostPopular Posts https://zahaytea chesdigital.blogs pot.com/2017/02 /how-to-apply- digital- marketing.html
- 46. • Create bloggerand analytics accounts and link the two • OR Discuss how you might use these tools at your institution • Prepare to share! Activities
- 47. Questions? • dblatz@stedwards.edu • @zahay •https://www.linkedin.com/in/drzahay/ • 512-448-8645
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