Mini-MBA™: Digital Marketing

Mini-MBA: Digital Marketing Session Descriptions

Digital Marketing Strategy

This first session provides a comprehensive view of Digital Marketing. It starts at the "50,000 ft level" by looking at the trends that are driving the shift of dollars from traditional advertising to digital. It then delves deeper into the changes that are irreversible -- like users searching for and empowered by information online -- and how these changes necessitate changes in the way advertising and marketing are done. Finally many case studies are used to show how various disciplines within digital marketing are interrelated -- from search engine optimization (SEO), search engine marketing (SEM), website analytics, mobile marketing, and social media marketing.

Participants will also kick off their capstone projects and work in teams to develop a digital marketing strategy for a sample client.

Build Your Business with Search Marketing

Search Engine Marketing is the lowest cost of marketing and provides the highest results for gaining new visitors and building your business.  Learn practical techniques for growing your search engine rankings, managing a paid search ad campaign.  In addition, learn how these same techniques can help you build a better website; that increases sales, leads and your business - and then how to measure your success in these efforts!

Students will learn how to:

• Rank for the right keywords
• Measure the right numbers
• Set up a paid search campaign without blowing your budget
• Techniques to make your website memorable
• Increase your conversions in a few easy steps
• Learn which improvements make you more money
   

Mobile In the Modern Marketing Mix: Tools, Tips & Opportunities

With over 5 billion mobile subscriptions across the globe, 10 billion apps downloaded and 7 trillion text messages sent in 2011, mobile’s anytime-anywhere media is outpacing all technologies in history. But today’s executives aren't sure which mobile tools are available to them, where to start in planning their mobile initiatives, and how to best wield mobile to increase their brands’ ROI. In this power-packed, eye-opening session, students will discover the wide-ranging suite of mobile tools, understand why mobile is a marketing imperative and receive a multitude of tips and ideas for mobilizing their own marketing strategies and plans.

Students will be instructed on strategies, tactics and best practices entailing:

• The Business Case for Mobile Integration: Why mobile is a must-have media in the modern-day marketing mix.
• Mobile Tools And Channels: The wide range of mobile tools and approaches available—across SMS campaigns, Mobile Apps, Mobile Web Sites, Mobile Barcodes, Mobile Augmented Reality, Location-Based Marketing, Mobile Image Recognition, NFC and more.
• Optimizing Mobile Content: Content Best Practices for the Mobile Web.

YouTube Marketing Strategies and Secrets

More than 800 million people visit YouTube every month, which makes it vital to learn the secrets of video marketing.  Based upon the latest market research and practical examples, participants will discover how to get people to discover, watch, and share YouTube videos – from creating compelling content to building an audience to measuring and analyzing results.  Participants will leave this module with the ability to craft YouTube marketing strategies that deliver results for their firms.

Web Analytics and ROI for Better Decision Making

Web Analytics and ROI might not be the sexiest topic in digital marketing but, for those who understand and master its principles, it establishes credibility, commands respect and is empowering. This module draws from all the others and demystifies web analytics because as Peter Drucker said: "If you can't measure it, you can't manage it." You will learn the 6 steps to Demystifying Analytics, the 10%/90% Rule and the 26 Key Measurements to mastering Web Analytics and ROI. You will also participate in "hands-on" activities and workshops where you get to construct Key Performance Indicators (KPI's) for your business or next endeavor. You'll leave with skills you didn't know you had before came to class.

Security and Privatization Issues with Digital Marketing

This module will explore the concepts of privacy, security and crisis management as they relate to the field of digital marketing.  Participants will explore the general concepts of online security and privacy and applicable laws and contracts.  Participants will also learn how to prepare for and respond to a social media crisis.  Through case studies and real world examples, Participants will examine how leading firms are addressing these issues through policies and practices.  Participants will also work in teams to brainstorm future issues that may arise from new and emerging technologies, such as location based marketing, mobile technologies, and tracking software.

Social Media Marketing

From Facebook to LinkedIn to Twitter and YouTube, firms and individuals are embracing social media platforms at an ever increasing pace.  This module addresses the many issues surrounding this new phenomena, and provides a high-level overview to help individuals and firms navigate social media to gain a competitive edge.  

Students will learn:

• What is different now and how is social media changing the digital marketing landscape?

• What are the best social media strategies and tactics to employ?
• What is the role of the traditional website in the new information eco-system?
• Should every company be on the social web, and how do you decide?
• What is the special importance of blogging? Should your company blog?
• What are new sources of power and influence on the social web?
• What are the special organizational considerations for implementation and integration?

Through case studies, interactive sessions and class exercises, participants gain the knowledge, experience and practical skills to immediately apply the learning in the workplace.

B2B & Personal Brand Development Through Digital Technologies

This module, divided into 2 parts, focuses on how both B2B (Business-To-Business) companies and individual professionals are integrating digital technologies to build and bolster their brands. The result? Improved revenues, reputations and relevance.  In the first half of this class, students learn how B2B companies are leveraging digital tools to leap ahead of competitors, build buzz and improve revenues. In the second half of the class, students are walked through a 3-step methodology where they discover how to integrate technology in order to develop their own personal brands to ensure career advancement, industry prominence and increased revenues.

Armed with actionable steps, both strategic and tactical, this session covers:

• Real-World Examples: Real-world case studies and their specific points of ROI across diverse B2B companies, both large and small.
• Success Imperatives: A set of B2B success imperatives critical for lead generation, brand awareness, revenue growth and customer relationship development.
• Personal Branding Framework: A 3-step framework for building personal brands to grow careers, increase job opportunities and improve revenue earnings.

10 Ideas to Transform Your Digital Marketing

Digital marketing is different from traditional offline marketing, but it’s still marketing. And any marketing program benefits from having all of its parts working together as a whole. Rather than implementing search, social media, mobile, and every other digital marketing tactic individually, what you really need to know is how to integrate them into a single digital marketing program that builds on each success.

• How to apply market segmentation to digital tactics
• How to listen to what customers say and to watch what they do
• How to improve your digital marketing return on investment
• How to manage organizational change to improve digital marketing
• How expand your reach across your entire organization

The class includes several exercises to help you identify your Web site’s goals and conversions and concludes with a case study where you propose a new digital marketing strategy for an important brand.