PREPARING WORKPLACE-READY STUDENTS WITH DIGITAL MARKETING SKILLS. Issue 2 (3rd April 2019)

• Record Type: Journal Article
• Authors: Key, Thomas M.; Czaplewski, Andrew J.; Ferguson, Jeffery M.
• Is Part Of: Marketing education review. Volume 29:Issue 2(2019)
• Page Start: 131
• Page End: 135
• Publication Date: 2019-04-03
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2019.1610331
• Languages: English
• ISSNs: 1052-8008

Abstract

Abstract : Digital marketing practice continues to grow along with the need for a qualified workforce. This paper presents a course design intended to teach students how to use relevant digital marketing tools and give them an end-to-end experience and managerial control over key resources. Students leave the course with real-world skills and items for their résumé to demonstrate workplace readiness. The project lays out how students create original content, perform keyword research, implement Google Ads and social media pay-per-click campaigns, analyze results, course correct, present a final report, and become Google Ads Certified. Innovation effectiveness is tested and reported.