Using Industry Certifications to Teach Digital Marketing in 2016

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How to use certifications such as Hubspot Inbound, AdWords, Hootsuite and others to teach digital marketing from the Marketing Management Conference 2016

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Using Industry Certifications to Teach Digital Marketing in 2016

  1. 1. Tools and Technologies for Teaching Digital Marketing: Fall MMA 2016, Providence, Rhode Island Dr. Debra Zahay-Blatz Dr. Janna Parker, James Madison University Dr. Leila Samii, Southern New Hampshire University
  2. 2. • 8:30 Introduction (Zahay) • 8:35-9:10 Benefits of Personal Branding Websites (Parker) • 9:10-9:45 Using Certifications and the GOMC (Google Online Marketing Challenge) (Zahay) • 9:45-10:20 Approaches to Teaching Social Media (Samii) • Break • 10:30 to 11:30 Breakout Sessions: – Personal Branding Websites (Parker) – Certifications/GOMC: (Zahay) – Stukent Simulation (Winter) – Social Media (Samii)
  3. 3. Certification Programs for Digital Marketing and the GOMC
  4. 4. • “Real World” Component • Supplemental Material to keep students current • “Badges” for job seeking Certification Benefits
  5. 5. • Hootsuite Academy: Social Media Management Tool • HubSpot Academy: Inbound Marketing • Google AdWords (Google Partners) • Using AdWords with the GOMC or a company sponsor Certification Options
  6. 6. Available Certifications • Digital Marketing (Required): HubSpot Inbound and Google AdWords • Sales and Relationship Management (Salesforce) • Social Media Marketing: Hootsuite • Marketing Metrics: Google Analytics Using Certifications in Curriculum Development
  7. 7. HubSpot Academy
  8. 8. Hubspot Academy
  9. 9. Hubspot Matches Core Concepts of Digital Web Objectives Email Search Social Mobile
  10. 10. Hootsuite Academy
  11. 11. Hootsuite Dashboard Helps Manage Social Media
  12. 12. • Hootsuite Academy materials through 90-day online access (no charge). Hootsuite Academy Information can be found online and summarized below: • Activate your account by filling out a form (you will be e-mailed a coupon code) • Sign up for a free Hootsuite account. • Start learning with Hootsuite Academy and follow the curriculum guides set out by your professor before taking the certification exam. • Important note about what email address to use • Please remember to use the email address that was registered as part of the program to login. Do not login using another email address or use Facebook/Twitter. • As part of the Student program, you will have access to: • Hootsuite Academy and training courseware (free to sign up) • Free Hootsuite Platform Certification ($99 value) • Free listing in Hootsuite’s Certified Professionals Directory Hootsuite Academy Gets Students Certified and Trained
  13. 13. AdWords Classroom Use
  14. 14. AdWords Certification
  15. 15. GOMC Project Overview • Students form groups • Pick a company that has not done paid search in last six months • Send letter to company • Create AdWords account and request $250 credit • Create an AdWords program to drive traffic to landing page (one per group) and present that plan for approval. • Present extra credit plan for additional channel on that date also, might be social media, email, viral, SEO, video, direct mail, other
  16. 16. Project Overview Continued • Run campaign for a three-week period • Option for social media campaign • Analyze the results using Adwords and ONE OTHER other appropriate measure such as Google Analytics, bitly or a social media monitoring tool • Report back via presentation, final report. • Big Winners get laptops, get to visit Google.
  17. 17. Pre-Campaign Report • Pre campaign plan (4 1.5-spaced pages) (100 points) – Client Overview (40 points) – Adwords Strategy (45 points) – Communication and Readability (15 points) – Include copy of your letter to company in your submission to me as well as your two- page Social Media Strategy Report for your extra channel; follow guidelines on page 7 of Competition Guidelines • Pre-Campaign Presentation (50 points)
  18. 18. Post-Campaign Summary • Post-Campaign summary (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) – Include your Channel Execution write up, your channel comparison and documented results for your extra channel for extra credit consideration • Post-Campaign Presentation (50 points)
  19. 19. MCC helps monitor the project
  20. 20. GOMC Tips
  21. 21. Should you sponsor?
  22. 22. Do you have access to clients?
  23. 23. Do you know what to avoid?
  24. 24. Do your students need a concise writing exercise?
  25. 25. Next Edition will have GOMC Appendix and Teacher’s Guide
  26. 26. • Hootsuite Academy: Social Media Management Tool • HubSpot Academy: Inbound Marketing • Google AdWords (Google Partners) • Using AdWords with the GOMC or a company sponsor Certification Options are Viable for Classroom Use
  27. 27. Available Certifications • Digital Marketing (Required): HubSpot Inbound and Google AdWords • Social Media Marketing: Hootsuite • Marketing Metrics: Google Analytics Certifications Aid Curriculum
  28. 28. Thank you St. Edward’s University Thank you. St. Edward’s University Thank you. St. Edward’s University Thank you. St. Edward’s University Thank you. St. Edward’s University

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