Dr. Jeff Larson shows us the framework he uses to teach university students practical digital marketing skills. He shares examples for assignments that he uses for a variety of digital marketing topics including: content creation, web design, seo, ppc, and social media marketing.

1. Practical Skills Integration
in the Classroom
JEFF LARSON
ASSOCIATE PROFESSOR OF MARKETING
– BRIGHAM YOUNG UNIVERSITY
@jff_lrsn #StukentDS18

2. Marketing Skills
JEFF LARSON
@jff_lrsn
Understanding Implementation Tool Facility
#StukentDS18

3. Assignment Options
JEFF LARSON
@jff_lrsn
#StukentDS18

4. Web Design
Implementation Tool facility Understanding Implementation Tool facility
Tool facility Distraction Logistics Understanding Logistics
JEFF LARSON
@jff_lrsn
#StukentDS18

5. Web Analytics
Understanding Tool facility Tool facility Understanding Tool facility
Tool facility Analysis paralysis Client setup Tool facility Data
JEFF LARSON
@jff_lrsn

6. On-Site SEO
Understanding Understanding Understanding Implementation
Implementation Feedback Tool facility Data
JEFF LARSON
@jff_lrsn
#StukentDS18

7. Off-Site SEO
Implementation Tool facility Implementation Implementation
Feedback Understanding Logistics Feedback
JEFF LARSON
@jff_lrsn
#StukentDS18

8. Paid Search
? Tool facility Implementation Implementation* Tool facility
Tool facility Implementation* Data Tool facility Data
JEFF LARSON
@jff_lrsn
#StukentDS18

9. Display Ads
? Tool facility Understanding Tool facility
Tool facility Implementation* Logistics Data
JEFF LARSON
@jff_lrsn
#StukentDS18

10. Remarketing
Implementation Implementation
Logistics Data
JEFF LARSON
@jff_lrsn
#StukentDS18

11. Email Marketing
Understanding Implementation Understanding Understanding Tool facility
Implementation Ease Logistics Implementation Data
JEFF LARSON
@jff_lrsn
#StukentDS18

12. Social Media Content
Understanding Implementation Understanding Implementation Implementation
Feedback Ease Logistics Understanding Data
JEFF LARSON
@jff_lrsn
#StukentDS18

13. Social Media Ads
? Tool facility Understanding Implementation* Tool facility
Implementation Ease Data Tool facility Data
JEFF LARSON
@jff_lrsn
#StukentDS18

14. Social Listening
Tool Facility Tool facility
Ease Data
JEFF LARSON
@jff_lrsn
#StukentDS18

15. Reputation Management
Implementation Tool facility Implementation Implementation
Feedback Understanding Logistics Data
JEFF LARSON
@jff_lrsn
#StukentDS18

16. Owned Websites
Web design: extra class periods, skilled TA
Web analytics: set-up
SEO: keyword mapping, search console
Paid search: pool money, budget cap
Display ads: niche targeting, A/B testing
Email marketing: hyper-targeted, marketing automation
JEFF LARSON
@jff_lrsn #StukentDS18

17. Owned Websites
Social media content: platform choice,
scheduling
Social media ads: profitable site,
competition
Social listening: free trial, Crimson
Hexagon
Reputation management: branded search, results
JEFF LARSON
@jff_lrsn #StukentDS18

18. Thank you!
JEFF LARSON
@jff_lrsn