Dr. Elaine Young | @ejyoung67

Keeping yourself, your students and your course current in an ever-changing field

The Evolution of Digital Marketing:

Dr. Elaine Young | @ejyoung67

TEACHING WEB-BASED, THEN INTERNET-BASED, AND NOW DIGITAL MARKETING

My Journey From 2000 to Today

2000: dotcom bust•Teaching: e-Business Management, e-commerce, how to use the web to market your goods. Ethical best practices.

2002: 558 Million Internet Users Worldwide•Teaching: Blackhat vs. Whitehat SEO, Dmoz, Directories like Yahoo!, link building, introduction to Google, email marketing, LinkedIn, ethical best practices.

2004 Google Goes Public, Facebook launches•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

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

2010: User Generated Content is Big•Teaching Analytics, SEO, SEM, email Marketing, Content, Social Media, PPC/CPC, Mobile, Video, ethical best practices.

Today: Community Manager is a JOB!•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

2002 - 200

4

•Web-Based Marketing launches as an elective for Marketing students

2005 – 201

0

•Internet-based Marketing becomes a requirement for all marketing students

•Course is at the 200 level

2011

•Course title and level change to Digital Marketing: MKT 350

•Specialization in Digital and Interactive Marketing launched

2015

•Minor in Digital Marketing launches

AS DIGITAL MARKETING EVOLVES SO DOES OUR CURRICULUM

The Champlain Program

Dr. Elaine Young | @ejyoung67

MKT 110 - Marketing (for non-SSB students) OR BUS 120 - Marketing & the Organizational Mindset (for SSB students only)WEB 125 - Web DevelopmentGDD 111 - Visual & Digital FundamentalsMKT 350 - Digital MarketingMKT 355 - Digital Marketing Metrics and AnalysisMKT 360 - Advanced Digital Marketing Choose 1 of the following:GDD 206 - Web Design IMKT 255 - Marketing ResearchWEB 225 - Intro. to Web ProgrammingCOM 360 - Social Interaction in the Digital AgeMKT 430 - Strategic Community Management

The Digital Marketing Minor

Dr. Elaine Young | @ejyoung67

•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

THE FRAMEWORK FOR 13 YEARS

MKT 350: Digital Marketing (#ccmkt350)

Dr. Elaine Young | @ejyoung67

•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

WHAT’S CHANGED OVER 13 YEARS

MKT 350: Digital Marketing (#ccmkt350)

Dr. Elaine Young | @ejyoung67

•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

WHAT TO FOCUS ON…

Tips and Tricks

Dr. Elaine Young | @ejyoung67

•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.

WHAT TO LET GO OF…

Tips and Tricks

Dr. Elaine Young | @ejyoung67

•MKT 350 Course Syllabus•MKT 350 Course Outline•MKT 350 Course Project Guidelines•MKT 350 Tweetchat Guidelines•MKT 350 Recommended Reading List

My Course Materials

Dr. Elaine Young | @ejyoung67

Slide 1: Digital Marketing Evolution: http://digitalworldnow.com/2012/11/06/evolution-of-digital-marketing-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/digital-marketing-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

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