How do we know they can apply anything focuses on assessing digital marketing competency in the classroom to prepare students for the post covid workplace with blogging and email and search marketing.

1. How Do We Know They Can
Apply Anything? Assessing
Digital Marketing Competency
Dr. Debra Zahay Blatz
Professor of Marketing, Director,
Master of Science in Digital
Marketing and Analytics
– St. Edward’s University, Austin, TX
@zahay, dblatz@stedwards. edu https://www.linkedin.com/in/drzahay/
#ProfCon20

2. Agenda:
Speaker background
Overview of assessment techniques and
motivation for talk
Course objectives and application-based
assessment
Summary, Q&A
#ProfCon20

3. Teaching Digital Marketing for over 20 Years! (four undergrad, two grad
programs)
Textbook Author
Research in Customer Information Management, New Product
Development, Marketing Pedagogy
PRESENTER NAME
@zahay
Speaker Background
#ProfCon20

4. Hundreds of Students Working in Digital
Fields

5. Assessment Techniques for Digital Marketing
Education
#ProfCon20

6. Zahay, Scovotti, Peterson and Domgalski (2010) identified fundamental
Competencies: Copywriting and Creative, CRM, Direct and Database
Marketing, Email, Web Design, Lists, Metrics Segmentation, Testing
However, Royle and Lang (2014) suggested the Digital Marketer also
needs strategic skills
Staton (2016) suggests use of certifications for assessment and to
increase job placement success
PRESENTER NAME
@zahay
Progress Has Been Made in Teaching Digital
Marketing
#ProfCon20

7. Assessment Tools: Pros and Cons
PRESENTER NAME
@twitter_handle
Simulations
Reflections
Certifications
Projects: In-class and client
Examinations
#ProfCon20

8. Strategic
Thinking Can
Get Lost:
Training vs. Education
Examinations
Simulations
Reflections
Projects
Certifications
Debra Zahay Blatz
@zahay
#ProfCon20

9. Story: Student Email 2017
● “I've been working as a Product Marketing Intern for a
travel tech start up ….I'm working on a Marketing Pitch
including an AdWords campaign.”
● “I'm struggling substantially with putting theory into
practice; there is just....so much data to consider. I'm
feeling overwhelmed but my biggest concern is failing to
deliver on a quality presentation of various Ad Groups
and Ads associated with them.”

10. Program structure at undergraduate level
builds toward client projects
Certification Application Practice
Simulation,
In-class project
Client
projects
(advanced
course)
HubSpot Inbound Marketing,
Google Ads

11. Course objectives and application-based
assessment
#ProfCon20

12. Application-
Based
Assessment:
The Course
Examinations
Simulations
Reflections
Projects
Certifications
PRESENTER NAME
@twitter_handle
#ProfCon20

13. Survey course in Digital Marketing and
Analytics

14. ● Given a particular marketing, entrepreneurial or
digital media organization, and statistics about
their customers, examine the organization’s ability
to use both online and offline strategies to
promote their product or service and create value
for customers. (Chapters 1, 2)
Debra Zahay Blatz
@zahay
Begin with Application-Based Course
Objectives I
#ProfCon20

15. ● Given a particular a particular marketing,
entrepreneurial or digital media firm’s generic
direct marketing strategy goals (attract, convert,
retain), evaluate the company’s use of critical
strategies of direct marketing, and other tools such
as email marketing and A/B testing to achieve
those goals. (Chapters 4, 7,13)
Debra Zahay Blatz
@zahay
Begin with Application-Based Course
Objectives II
#ProfCon20

16. ● Given a particular Search Engine Results Page
(SERP) for a particular marketing, entrepreneurial
or digital media firm or an individual, evaluate the
company’s or individual’s presence on paid and
organic search and public social media platforms.
(Chapters 8, 9)
Debra Zahay Blatz
@zahay
Another Example of an Application-Based
Course Objectives III
#ProfCon20

17. ● Given information about web site traffic and conversion
rates to a particular web or mobile site for a particular
marketing, entrepreneurial or digital media firm, evaluate
the effectiveness of the company’s web site or mobile app
design, making recommendations for improvement.
Evaluate the effectiveness of a blog based on information
provided in analytics tools. (Chapters 10, 12, 16)
Debra Zahay Blatz
@zahay
Another Example of an Application-Based
Course Objectives IV
#ProfCon20

18. Application Example I:
Applying Google
Analytics with Blogger

19. Click Settings Gear in Analytics (lower left corner) and
under Admin tab, add a web property

20. For New Property Select “Get Tracking
ID”

21. For current Property, Select Tracking
info

22. Tracking Code Appears under
Tracking Info and is Above Code
Snippet

23. Tracking Code can be inserted in any web page; In Blogger, just
add the UA-Code under Settings, Other

24. Students can now track a blog in
Analytics, just like Ads Campaigns

25. Students Can Also Track Analytics
on the blog in Blogger

26. Statistics Reveal Most Popular Posts
https://zahayteaches
digital.blogspot.com/2
017/02/how-to-apply-
digital-marketing.html

27. ● Students create a series of blog posts and promote
● Students create goals for their blog
● Each week they discuss the impact of changes to the blog
and methods of promotion with a reflection assignment
● Students support ideas from GA and Blogger Analytics
Blog assesses skills and critical
thinking

28. Debra Zahay Blatz
@zahay
No substitute for experience: One year later
2018
#ProfCon20
Hey Dr. ZB,
The startup that I joined last year as an intern (I'm now their Product Marketing Manager and graduating in December) is
looking for a Marketing Intern and I was wondering if any students come to mind that you think may be interested?
We've had such a great period of steady growth and our marketing needs/strategy have gotten to a point where I need help
with some implementation of strategy and someone to take on all aspects of social as well as some SEO optimization and
reporting on established metrics. The internship is paid but a fairly low rate which is why the ideal candidate is seeking
internship credit as well so the pay/course credit/learning opportunity provide a lot of value for the intern.
I hope you're doing well and appreciate your time reading this email!

29. Application Example II:
An Application-Based
Examination
This Photo by Unknown Author is
licensed under CC BY-SA-NC

30. ● Given a particular marketing, entrepreneurial or
digital media organization, and statistics about
their customers, examine the organization’s ability
to use both online and offline strategies to
promote their product or service and create value
for customers. (Chapters 1, 2)
Debra Zahay Blatz
@zahay
Application-Based Course Objective I
#ProfCon20

31. PRESENTER NAME
@zahay
Applying the certification lessons in an
examination
#ProfCon20

32. ● Given a particular a particular marketing,
entrepreneurial or digital media firm’s generic
direct marketing strategy goals (attract, convert,
retain), evaluate the company’s use of critical
strategies of direct marketing, and other tools such
as email marketing and A/B testing to achieve
those goals. (Chapters 4, 7,13)
Debra Zahay Blatz
@zahay
Application-Based Course Objective II
#ProfCon20

33. Debra Zahay Blatz
@zahay
Applying Email/Web design in an
examination
#ProfCon20
https://guessthetest.com/

35. ● Given a particular Search Engine Results Page
(SERP) for a particular marketing, entrepreneurial
or digital media firm or an individual, evaluate the
company’s or individual’s presence on paid and
organic search and public social media platforms.
(Chapters 8, 9)
Debra Zahay Blatz
@zahay
Another Example of an Application-Based
Course Objectives III
#ProfCon20

36. Debra Zahay Blatz
@zahay
Applying search engine principles in an
examination
#ProfCon20

37. Assessment Rubric

38. Increasing test scores over time
Instructor needs to orient toward application
Students need to adjust
Debra Zahay Blatz
@zahay
Results
#ProfCon20

39. Summary and Q&A
#ProfCon20

40. ● Begin with application-based course objectives
● Projects don’t need to be with a client
● Teach application throughout course so students are
ready for the examination and for life!
Summary

41. @Zahay
dblatz@stedwards.edu
https://www.linkedin.com/in/drzahay/
Debra Zahay Blatz
@zahay
Questions?
#ProfCon20

42. ● Given a particular marketing, entrepreneurial or digital media organization, and
statistics about their customers, examine the organization’s ability to use both
online and offline strategies to promote their product or service and create
value for customers. (Chapters 1, 2)
● Given a particular marketing, entrepreneurial or digital media firm’s online
marketing organization strategy, and fundamental business model(s), evaluate
performance metrics and make recommendations for changes. (Chapters 3, 14)
● Given a particular a particular marketing, entrepreneurial or digital media
firm’s generic direct marketing strategy goals (attract, convert, retain), evaluate
the company’s use of critical strategies of direct marketing, and other tools
such as email marketing and A/B testing to achieve those goals. (Chapters 4,
7,13)
Debra Zahay Blatz
@zahay
Sample Application-Based Course Objectives
#ProfCon20

43. ● Given a particular Search Engine Results Page (SERP) for a particular
marketing, entrepreneurial or digital media firm or an individual, evaluate the
company’s or individual’s presence on paid and organic search and public social
media platforms. (Chapters 8, 9)
● Given a particular a particular marketing, entrepreneurial or digital media
firm’s product/service portfolio, examine the main customer acquisition tools,
including video that might be most helpful in marketing that company and
evaluate how these tools might both aid with customer acquisition and
reinforce the company’s brand message. (Chapters 5, 6)
Debra Zahay Blatz
@zahay
Application-Based Course Objectives II
#ProfCon20

44. ● Given information about web site traffic and conversion rates to a particular
web or mobile site for a particular marketing, entrepreneurial or digital media
firm, evaluate the effectiveness of the company’s web site or mobile app design,
making recommendations for improvement. Evaluate the effectiveness of a
blog based on information provided in analytics tools. (Chapters 10, 12, 16)
● Given a particular marketing, entrepreneurial or digital media firm’s stated
security policies and regulatory compliance, evaluate the potential effectives of
their approach for the company’s business and consumer base, and make
recommendations for improvement. (Chapter 15)
Debra Zahay Blatz
@zahay
Application-Based Course Objectives III
#ProfCon20