Transcript Elaine`s Slide Deck

The Evolution of
Digital Marketing:
Keeping yourself, your students
and your course current in an
ever-changing field
Dr. Elaine Young | @ejyoung67
My Journey From 2000 to Today
TEACHING WEB-BASED, THEN INTERNET-BASED, AND NOW DIGITAL MARKETING
2000: dotcom bust
•Teaching: e-Business Management, ecommerce, how to use the web to market
your goods. Ethical best practices.
2006: Twitter Launches
•Teaching SEO, heavier emphasis on SEM,
Social Media, push students on FB and
Twitter Marketing, analytics gets more
robust with GA, email marketing, video,
ethical best practices, privacy and
security
2002: 558 Million Internet Users
Worldwide
2004 Google Goes Public,
Facebook launches
•Teaching: Blackhat vs. Whitehat SEO,
Dmoz, Directories like Yahoo!, link
building, introduction to Google, email
marketing, LinkedIn, ethical best
practices.
•Teaching: Search Consolidation, Search
vs. Directories, Google, Yahoo, online
advertising, Google AdSense PPC, basic
analytics, conversations about Facebook,
email marketing and ethical best
practices, privacy and security
2010: User Generated Content is
Big
Today: Community Manager is a
JOB!
•Teaching Analytics, SEO, SEM, email
Marketing, Content, Social Media,
PPC/CPC, Mobile, Video, ethical best
practices.
•Teaching: Owned/Paid/Earned -Analytics, On Page and Off Page SEO,
SEM, Content and Keyword Strategy,
email marketing, mobile marketing and
Apps, Paid -- CPC/PPC, Social Advertising,
Social Media, video content, Meerkat,
Snapchat, big data, ethical best practices
Dr. Elaine Young | @ejyoung67
The Champlain Program
AS DIGITAL MARKETING EVOLVES SO DOES OUR CURRICULUM
2002 - 2004
2005 – 2010
2011
2015
• Web-Based Marketing launches as an elective for Marketing students
• Internet-based Marketing becomes a requirement for all marketing students
• Course is at the 200 level
• Course title and level change to Digital Marketing: MKT 350
• Specialization in Digital and Interactive Marketing launched
• Minor in Digital Marketing launches
Dr. Elaine Young | @ejyoung67
The Digital Marketing Minor
MKT 110 - Marketing (for non-SSB students) OR BUS 120 - Marketing & the Organizational Mindset
(for SSB students only)
WEB 125 - Web Development
GDD 111 - Visual & Digital Fundamentals
MKT 350 - Digital Marketing
MKT 355 - Digital Marketing Metrics and Analysis
MKT 360 - Advanced Digital Marketing
Choose 1 of the following:
GDD 206 - Web Design I
MKT 255 - Marketing Research
WEB 225 - Intro. to Web Programming
COM 360 - Social Interaction in the Digital Age
MKT 430 - Strategic Community Management
Dr. Elaine Young | @ejyoung67
MKT 350: Digital Marketing (#ccmkt350)
THE FRAMEWORK FOR 13 YEARS
•Team-based Project
• Real world client
• Environmental Scan/Research component
• Digital Marketing recommendations
•Class Speakers
• Digital Marketing Strategy
• Adwords/CPC Campaigns
•Current Readings
• Search Engine Watch and Search Engine Land
• MOZ
• Avinash Kaushik
• Supplemental Books
Dr. Elaine Young | @ejyoung67
MKT 350: Digital Marketing (#ccmkt350)
WHAT’S CHANGED OVER 13 YEARS
•Various Text Books:
• E-Marketing by Strauss and Frost 2nd, 3rd, 4th editions (2000 – 2005)
• DigiMarketing by Wertime (2008 – 2010)
• Internet Marketing Essentials by Larson and Draper (2015)
•Course Structure
•Emphasis on Certain Topics
•Addition of Social Media AS IT HAPPENED
• Twitter launch in 2006
• Incorporated Tweetchats
• Paper has grown and become more complex
Dr. Elaine Young | @ejyoung67
Tips and Tricks
WHAT TO FOCUS ON…
•Make content CONCRETE for students
• Hands on makes a huge difference
• Real projects makes it feel REAL
•Readings and resources MUST BE CURRENT
• Within last year or two max
• Students lose respect quickly if content is “old” and not relevant
•Use online experts/videos and class speakers to fill in gaps
• Local experts are often excited to come speak to students
•Emphasize how relevant this is
• Students in this class GET INTERNSHIPS and JOBS
•Be willing to go off course when things change
Dr. Elaine Young | @ejyoung67
Tips and Tricks
WHAT TO LET GO OF…
•Less history – more NOW
•Textbooks that don’t capture the dynamic nature of Digital Marketing
•Your course plan and outline when necessary
• Quizzes and Tests
• Content changes so fast that memorization isn’t helpful
• Practice beats it every time
•Assumptions that “they already know it all”
• They don’t. And if they think they do, they are doing it wrong.
Dr. Elaine Young | @ejyoung67
My Course Materials
•MKT 350 Course Syllabus
•MKT 350 Course Outline
•MKT 350 Course Project Guidelines
•MKT 350 Tweetchat Guidelines
•MKT 350 Recommended Reading List
Dr. Elaine Young | @ejyoung67
Sources
Slide 1: Digital Marketing Evolution: http://digitalworldnow.com/2012/11/06/evolution-of-digitalmarketing-ybrant-digital/
Slide 2: History of Digital Marketing: http://kapost.com/history-of-digital-marketing-technology/
Slide 2: Search Engine History: http://www.searchenginehistory.com/
Slide 2: Digital Marketing Trends 2010: http://www.clickz.com/clickz/column/2281514/digitalmarketing-trends-the-good-bad-and-ugly-in-2010
Slide 4: Champlain College Catalog:
http://catalog.champlain.edu/preview_program.php?catoid=19&poid=1302&returnto=560
Dr. Elaine Young | @ejyoung67