Presented by:

Jeff Larson

Stuart Draper -- @stu_draper

Professor at BYU
Ph.D. in Marketing - Wharton

Adjunct Faculty a...
Follow these sites:
•
•
•
•
•
•
•

Google.com/webmasters
Adwords.blogspot.com
ClickZ.com
MattCutts.com
Moz
Hubspot
Google ...
• Trade secret: it doesn’t change as
much as you think
• SEO – 1-2 major updates per year;
does not change most of the
tea...
• Google changes the Adwords
platform all the time.
• SaaS tools update frequently.
• Buttons will disappear.
• Functional...
BARE NECESSITIES FIRST

Censored

Image Source: OregonLive.com

Search Engine Optimization
•How search engines work
•On-si...
IMPORTANT SUPPLEMENTS
•

Web design
•
•

•
•
•
•
•
•
•
•

HTML/PHP
WordPress

Viral Marketing
Lead Generation
Affiliate Ma...
There is nothing more hands on than
having to figure out how to build
your own website.
Have set elements and requirements...
• Idea: Groups of 4-5 students
each pitch in $25 to drive
traffic to a site.
• Have students implement
conversion tracking...
Adobe (Omniture) has a paid
package, but it’s expensive.
Students can ask a company to
provide read-only access.
They can ...
Students optimize the
pages of their site.
AdWords Keyword Planner
to know what keywords to
target.
Utilize the SEO toolba...
Have the students do one
small project in each area.
Expose them to it. They will
get excited and do more on
their own.
Is...
Helping professors help students help the world.

Presented by:
Mark Kruckenberg
Vice President, Stukent


We didn’t cover most of the slides that
follow, but we are sharing in case they
may come in handy.



Don’t forget to ...
• Flipping the classroom gives
students with less experience
time/opportunity to catch up.
• One platform for web
developm...
Website Redesign
SEO
On-site optimized with redesign
Off-site recommendations and
groundwork laid
AdWords
$500 budget prov...
Short answer, fill-inthe-blank questions;
rely heavily on
project work for
grades

@StukentApp
Have a big class?
Covering lots of material is
difficult.
Having lots of projects on lots
of material can be a grading
nig...
Students say these subjects helped
them the most with their job:
1.AdWords
2.Web development
3.Self-motivated discovery

I...
Tools to get around this:
Website Platforms:
Weebly
Wordpress
SquareSpace
Design:
Themeforest
Graphic.ly
Fiverr

Nooooooog...
Gut Check Questions:
• Is it recent?
• If not recent, does it still get
likes, shares, and cited by
relevant sources?
• Wh...
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Tackling Internet Marketing | Resource For Teaching Online Marketing In The Classroom

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http://www.Stukent.com - This presentation was delivered at the American Marketing Association's Winter Educators' Conference in Orlando, Florida by Jeff Larson PhD (Wharton) and Stuart Draper (founder of Stukent, Inc.). The presentation delivers excellent tips on how professors can effectively teach the fast-paced subject of internet marketing in higher education.

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Tackling Internet Marketing | Resource For Teaching Online Marketing In The Classroom

  1. 1. Presented by: Jeff Larson Stuart Draper -- @stu_draper Professor at BYU Ph.D. in Marketing - Wharton Adjunct Faculty at BYU-Idaho Founder of Get Found First & Stukent @StukentApp
  2. 2. Follow these sites: • • • • • • • Google.com/webmasters Adwords.blogspot.com ClickZ.com MattCutts.com Moz Hubspot Google Webmasters on Youtube • Social Media Examiner • Search Engine Land …the list goes on! Image Source: OregonLive.com @StukentApp
  3. 3. • Trade secret: it doesn’t change as much as you think • SEO – 1-2 major updates per year; does not change most of the teaching material • AdWords – new capabilities can be skipped • Social Media – Facebook.com/help; Twitter, Pinterest, YouTube slow to change • Email marketing, banner ads, others – guest speakers Image Source: OregonLive.com @StukentApp
  4. 4. • Google changes the Adwords platform all the time. • SaaS tools update frequently. • Buttons will disappear. • Functionality will change. • Be careful if you choose to test on functionality of tools and platforms. • Share them, facilitate student use, and help them learn to adapt. @StukentApp
  5. 5. BARE NECESSITIES FIRST Censored Image Source: OregonLive.com Search Engine Optimization •How search engines work •On-site •Off-site AdWords Analytics Banner Ads Email Marketing Social Media @StukentApp
  6. 6. IMPORTANT SUPPLEMENTS • Web design • • • • • • • • • • HTML/PHP WordPress Viral Marketing Lead Generation Affiliate Marketing B2B Marketing A/B Testing Marketing Automation Re-targeting Mobile Image Source: usatoday.com @StukentApp
  7. 7. There is nothing more hands on than having to figure out how to build your own website. Have set elements and requirements the site must have. This prepares and allows each student to have their own sandbox for testing Analytics, Adwords, and SEO implementation. @StukentApp
  8. 8. • Idea: Groups of 4-5 students each pitch in $25 to drive traffic to a site. • Have students implement conversion tracking code in their site. • Report on results for final project. Tip: KeywordSpy.com and SpyFu.com are helpful keyword and competitive research tools. @StukentApp
  9. 9. Adobe (Omniture) has a paid package, but it’s expensive. Students can ask a company to provide read-only access. They can implement analytics tracking code in their own site. The final project includes reporting on analytics of site. @StukentApp
  10. 10. Students optimize the pages of their site. AdWords Keyword Planner to know what keywords to target. Utilize the SEO toolbar. @StukentApp
  11. 11. Have the students do one small project in each area. Expose them to it. They will get excited and do more on their own. Is it too much!? Social Media in particular could have two semester long classes dedicated to just social media. Image Source: Brian Cassella/McClatchy Newspapers @StukentApp
  12. 12. Helping professors help students help the world. Presented by: Mark Kruckenberg Vice President, Stukent
  13. 13.  We didn’t cover most of the slides that follow, but we are sharing in case they may come in handy.  Don’t forget to like Stukent on Facebook and Follow @stukentapp on Twitter. Stukent.com @StukentApp
  14. 14. • Flipping the classroom gives students with less experience time/opportunity to catch up. • One platform for web development allows students to work together. • One platform also makes life easier for the professor. • Grade based on web marketing knowledge (not so much on design and programming) @StukentApp
  15. 15. Website Redesign SEO On-site optimized with redesign Off-site recommendations and groundwork laid AdWords $500 budget provided by company Four weeks with regular checkups Email Marketing Social Media Image Source: 1funny.com @StukentApp
  16. 16. Short answer, fill-inthe-blank questions; rely heavily on project work for grades @StukentApp
  17. 17. Have a big class? Covering lots of material is difficult. Having lots of projects on lots of material can be a grading nightmare. Image Source: ESPN.com @StukentApp
  18. 18. Students say these subjects helped them the most with their job: 1.AdWords 2.Web development 3.Self-motivated discovery Image Source: usatoday.com @StukentApp
  19. 19. Tools to get around this: Website Platforms: Weebly Wordpress SquareSpace Design: Themeforest Graphic.ly Fiverr Nooooooogieeee!!!! Image Source: telegraph.co.uk @StukentApp
  20. 20. Gut Check Questions: • Is it recent? • If not recent, does it still get likes, shares, and cited by relevant sources? • Who is the author? • Would Matt Cutts agree? • Is it in line with Google Webmaster Guidelines? • Is the source/author followed by experts? Warning: Be careful of correlation= Rugby is “ferocious!” Image Source: news.bbc.co.uk causation posts & quick conclusions. @StukentApp

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