Learn how to use the Tableau industry resources to teach data visualization with Tableau in a course that also integrates an IBM big data badge and agile marketing concepts.

1. Panel on Outsourcing the Teaching of
Digital Marketing: Partnering with
Industry to Teach Data Visualization and
Strategic Digital Marketing
Dr. Debra Zahay-Blatz
Department of Marketing, Operations and
Analytics
MMA Fall Conference, October 29, 2020
1PM Central

2. • The Challenge
• The Approach
• The Results
Agenda

3. Background: Visualizations and
Dashboards are Increasing in Importance
in Industry
This Photo by Unknown Author is licensed under CC BY-SA
This Photo by Unknown Author is licensed under CC BY-SA

4. Challenge: Data Visualization to Manage
the Digital Marketing Organization
Students are enrolled in an 16 to 18-month Digital
Marketing and Analytics Master of Science Program
Have had courses in SPSS, Predictive Modelling (Modeler),
Google Analytics and Social Media Analytics as well as
Digital Marketing, Buyer Behavior, Marketing Technology,
Social Media, Customer Experience Marketing
Culminating course is MKTG 6350, Managing the Digital
Marketing Organization

5. Approach: Partner with Industry
• Tableau for Teaching: Online course, Gallery examples,
individual visualization assignments, Facebook post
dashboard as final assignment
• Clustering and Media Planning: Two assignments
• Stukent Paid Search Simulation: Five rounds
• LinkedIn Learning on Agile Marketing
• IBM Big Data Badge

6. Tableau Provides Teaching Resources

7. Students have access to a Tableau
Packaged Workbook showing various
clusters

8. Students drill down, pick a cluster and
create a media plan (using SRDS)

9. • Course took six months to develop with a development
team from the Office of Instructional Technology.
• Third group of students going thru course right now.
• Students look forward to learning Tableau.
• Material taught in a strategic digital marketing context.
• Must be vigilant for changes in industry material.
Results

10. Questions?Questions?