how to teach digital marketing aka things you just can't teach

DELIVERING FORMATIVE DIGITAL MARKETING COURSE

EXPERIENCES THROUGH EXPERIENCES

SCOTT COWLEY

THINGS YOU JUST CAN’T TEACH

DIGITAL MARKETING CAN BE LOVE AT FIRST BITE

WHY NOT LET STUDENTS TASTE THE REAL THING?(We put a lot of time and effort into substitutes)

2014 BASEBALL SEASON 28,440 Hit Singles

69 Grand Slams

Are we happy to keep students locked in the batting cage?

WHAT IS THIS?WOW I DID THAT!

LET’S TAKE STUDENTS FROM

TO

THE SOLUTION = OWNERSHIP

Websites Communities

MicrositesBlogseCommerceAffiliate sites

Facebook pageTwitter accountGoogle+ communityInstagramLinkedIn group

Content

Blog postsBanner adsLanding pagesInfographicsPresentationsVideo

IDEAS(In order of ease)

WRITE FOR BUZZFEED (or LinkedIn or Medium)

Students experience the challenges of content creation, outreach, and promotion. The analytics dashboard is superb.

Segmentation and Promotion

BLOG ABOUT (AND INVOLVE) BRANDSPromotion and Partnerships

Stellenbosch University students kept a class blog aboutbrand marketing. One team partnered with Jagermeister, which provided a cooler for the students to give away.

CREATE DIGITAL CONTENT FOR COMPANIES

Students learn about brand alignment by blogging forand working with a brand. Infographic also required.

Promotion and Distribution

TEST-LAUNCH A COMPANY OR WEBSITEBranding, Test Marketing, Promotion, and CRM

Students get pre-launch product experience by creating a landing page on a new domain, collecting email addresses.

CREATE ADS FOR AFFILIATE PROGRAMS

Students partner with brands to design banner adsfor their online affiliate programs. Great intro to design.

Advertising and Branding

MICROSITES AND AFFILIATE SITES

Students get complete web marketing experience throughcreation and promotion. Best for a full-semester project.

Full-scale Marketing

DoIHaveEbola.com

TIPS ON GRADING EXPERIENTIAL ASSIGNMENTS• Reward students for time/participation and

performance• Make “content vetting” part of the requirements• Put emphasis on generalizable fundamentals

(brand alignment, market segmentation, product development, strategic planning and execution, use of analytics)

• Adopt a holistic rubric for anything subjective (sometimes point removal is easier to do than point allotment)

WE NEED TO SPEAK FROM EXPERIENCE

Websites Communities

MicrositesBlogseCommerceAffiliate sites

Facebook pageTwitter accountGoogle+ communityInstagramLinkedIn group

Content

Blog postsBanner adsLanding pagesInfographicsPresentationsVideo

What have you created lately?

TO LEARN MARKETING

TO LOVE MARKETING

THEY MUST

EXPERIENCE MARKETING

scott.cowley@asu.eduscottcowley.com

TOOLS MENTIONED IN THIS PRESENTATION

Free year of hosting for students:http://www.westhost.com/edu

Domain names for 99 cents (1 yr):http://www.1and1.com

Attribution-free stock photos:http://www.pixabay.com

Free multi-purpose design tool:http://www.canva.com

Content sharing analysis/stats:http://www.buzzsumo.com

Directory of affiliate programs:http://www.cj.com

Content platform with analytics:http://www.buzzfeed.com/community

Twitter influencer identification:http://www.followerwonk.com

Free website/blog platform:http://www.wordpress.org

Pre-launch e-mail collection platform:http://www.launchrock.com

Corporate blog directoryhttp://www.alltop.com

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