From Traditional Classroom to Digitally Integrated Learning Environment

Instructor’s Guide

DIGITALMARKETINGINTEGRATING STRATEGY AND TACTICS WITH VALUESA GUIDEBOOK FOR EXECUTIVES, MANAGERS, & STUDENTS

(DILE)

Digital Marketing: Integrating Strategy, Tactics with Values (Routledge, October 2014), by Ira Kaufman and Chris Horton

Text:

Digital Marketing, Social Media Marketing, Interactive Marketing, New Media, Marketing Strategy, Marketing Management, Online Marketing, Communications, Advertising

Targeted Courses:

Undergraduate, Masters, and MBA

Level:

Text:

Targeted Courses:

Level:

In recent years, we have been among the innovators in designing courses in social media marketing, digital marketing strategy, and social entrepreneurship. During this time, we have observed students’ engagement levels, experimented with different instructional and course evaluation strategies, solicited and listened intently to students’ feedback, and adapted and tested various course formats. The following Instructor’s Guide to Digital Marketing is the product of these efforts.

The Instructor’s Guide reflects the dynamism of the digital age. As such, its proper application requires ongoing adaptation to deliver engaging, challenging, and current learning experiences for Millennial-generation students, as well as for managers and executives of all ages.

The Instructor’s Guide is a distillation of our learning and sharing experiences; a brief compilation of best practices for digital marketing education. Much like Digital Marketing serves as a roadmap for transforming a traditional business into a Digitally Integrated Organization (DIO), the Instructor’s Guide serves as a roadmap for transforming a traditional classroom into a Digitally Integrated Learning Environment (DILE).

Overview

• Business Education in the Digital Age [1]

• The Need [2]

• The Solution [3]

• Core Principles of the DILE [3]

• The DILE Approach [4]

• Digital Marketing – The DILE in Action [5]

Outline of Instructor’s Guide

– Benefits to Students [5]

– Innovative Instruction, Content, and Delivery [6]

– How is Digital Marketing Different than Other Marketing Textbooks? [7]

– Value Proposition [7]

– Organization [8]

– Content [8-9]

– Delivery [9-10]

– Courses [10-1]

– Teaching Methodologies [11]

– Innovative DILE Exercises [12]

– Instructor Materials [13-6]

– Student Perspective [17]

– Conclusion [18]

Business Education in the Digital Age

Business education in the digital age must reflect the current business environment, digital technologies, and culture of the students. Clearly, the current business environment is changing dramatically with globalization and the effect of digital technologies. Some of these same changes are impacting the college learning environment. The Millennial student, the predominant target for business education, has a different set of values, expectations, and learning styles then past generations. Business education, much like corporations and non-profits, must adapt and transform to stay relevant. It must adopt innovative instructional methodologies and best practices for integrating digital technologies into the learning process. Moreover, these new approaches must meaningfully address the real-world challenges of the current business environment to prepare students to succeed in an increasingly interconnected, global digital marketplace.

To find success in today’s business environment, an organization’s product or service must be delivered as part of a larger user experience (UX) or customer experience (CX). Such is the case in the current business education environment, where the “product or service” must be delivered as part of a broader Learner Experience (LX). The LX represents the sum of experiences of the learner, including instructor style and teaching methodologies, classroom structure, learning resources, and grading model. For educators and instructors, the LX is the new focus.

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The Need

“From my perspective, the Universities are totally out of touch with the reality of the social business transformation occurring in today’s organizations. They are teaching the old business models which are no longer relevant; and

issuing degrees for business past.”

“[Digital] Social-media literacy… has not yet found its way into the curricula of business schools and leadership-development programs.”

“Marketing departments need to have a balance of team members with both analytical (data-driven) and creative skills. Those rare individuals who are adept in both areas are set to inherit the digital earth.”

“By 2018 the US is predicted to lack around 1.5 million managers and analysts with sufficient technical and digital know-how to make effective decisions, and the picture in the UK is similar. Big data, web analytics, mobile, content marketing and social media are the future of marketing but they are also the most difficult skills for which to recruit.

This presents a challenge for both marketing employers and educators.”

As these quotes bear out, there is a need for business schools to incorporate innovative instructional methodologies and digital best practices into courses to prepare students for the wholly transformed business climate they will face as they enter the global digital marketplace.

Dr. Natalie Petouhoff, UCLA’s Social Media Executive Education Program Director

McKinsey & Company study on GE’s approach to Digital Literacy

Based on the work of Ashley Friedlein, CEO, Econsultancy

Lorna Walke, senior lecturer and programme director in the Business & Management faculty of Regent’s University London Business School

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The Solution

Drawing from our experiences developing digital marketing courses, we designed the Digitally Integrated Learning Environment (DILE), which we believe serves as a foundational instructional methodology for the digital age. In both content and delivery, the DILE incorporates five core principles: student centricity, social community, integration, experimentation, and applicability.

Core Principles of the DILE

Student-Centricity – The learner experience (LX) is the primary focus. A student-centric course requires instructors to actively encourage student input. They need to listen to the students (e.g. begin with their questions and encourage their feedback). At the beginning of the course, students should be asked for their expectations. At midterm, they should be asked for their feedback in order to make adjustments. Finally, at the end of the course, they should be asked to evaluate the course in terms of their expectations. This input will help to refine future courses.

Social Community – The classroom is a living digital laboratory of a “student social community” with common interests. The course must be visually appealing and interactive, utilizing the latest digital tools to foster communication and collaboration.

Collaboration – In collaborative learning, the instructor and students are partners in learning. The instructor serves as a guide and consultant rather than just a provider of information. Accordingly, the instructor must adopt a digital mindset, integrating the values of the digital culture (e.g. openness, flexibility, etc.) into the course design and delivery.

Integration – Integration is the core idea permeating the entire course: integrating media (such as how we integrate traditional print with digital video, internet, and mobile to create a Connected Digital Experience), as well as integrating values and goals with actionable strategies and tactics. The course should strive to inspire students to become digital integrators by guiding them on how to consistently incorporate digital marketing concepts and best practices into their business experiences.

Applicability – Concepts are experienced and ingested through group exercises, rather than memorized and regurgitated. The course must be easy for students to relate to and practically apply to hands-on projects and real-world situations.

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The DILE Approach

As noted above, the DILE reflects a student-centric approach to pedagogy that requires the instructor first listen to and understand the needs and expectations of the students. Based on the feedback received, the instructor designs a course that incorporates innovative instructional methodologies with relevant, dynamic content that is delivered digitally.

Innovative Instructional Methodologies – Innovative instructional methodologies are primarily focused on the LX. Today’s learning is driven by the need to make connections and to absorb and apply knowledge efficiently and effectively. Students are looking for new ways to learn from and interact with instructors; they’re interested in exercises and projects that use novel formats to integrate and apply information and receive prompt feedback and guidance. Courses that employ collaborative learning to encourage student engagement provide an attractive alternative to traditional instructor-driven, lecture-based education.

Relevant, Dynamic Content – The student, like the buyer, goes through a decision process when adopting or becoming committed to new concept. It all starts with the content he or she is presented – content which is viewed through both the medium as well as the message. If the content is relevant and its delivery medium is dynamic and engaging, the student quickly moves from awareness of the concept to interest in the concept. Relevant content speaks to the student’s daily experiences and/or challenges his or her norm. Dynamic content is visually appealing and interactive and compels the student to invest his or her creative energies.

Digital Delivery – Today’s students incorporate digital technologies into virtually every aspect of their lives. They are most comfortable receiving information through digital media. Digital technologies translate static print experiences into dynamic, interactive formats that can easily deliver updated information to students. Today’s business education courses must meet students where they’re at by introducing the same digital technologies they use socially to augment instruction and strengthen engagement.

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Digital Marketing – The DILE in Action

Digital Marketing: Integrating Strategy and Tactics with Values is a real-world proof of concept for the DILE. It focuses on marketing as an expanded business function traversing IT, HR, finance, and management. As organizations respond to rapid-fire changes in the existing business environment brought forth by digital technology, they are forced to restructure to compete and survive. Digital Marketing encourages organizations to harmonize their core values and business goals with their digital marketing strategies, tactics, infrastructure, and information systems across all business functions. It provides a roadmap for executives to transform their organizations both internally and externally in order to breakdown traditional silos and achieve long-term sustainability through organization-wide digital integration.

Benefits to Students

Five Learning Units – The Digital Culture and Digital Mindset; The New Marketing Normal; Integrated Digital Marketing Strategy and Tactics; Digital Alignment and Implementation; and Sustainability and the Digitally Integrated Organization.

Strategic Approach – building on students’ familiarity with digital media tools, the book helps students develop a strategic approach to digital marketing.

Values-Driven Perspective – encouraging students to integrate their values as they develop an expanded understanding of digital marketing strategy and tactics.

Digital Marketing Best Practices – offering students grounding in digital vocabulary and improving their operational literacy in digital marketing.

Job Preparation – advancing students’ skill set in digital marketing strategy and tactics to help them qualify for a broader range of jobs.

Digital Transformation Strategies – educating students on the strategies, tactics, and tools needed to facilitate organizational digital transformation.

Digital Marketing Resource Center (DMRC) – unlocking access to a dynamically updated companion website to keep students and course content current.

Open Learning Community – interaction with the Digital Marketing Resource Center and related online assets will create an active online community of learners and educators to advance digital marketing literacy.

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Innovative Instruction, Content, and Delivery

Digital Marketing complements the three interrelated and interacting components of the DILE Approach: Instruction, Content, and Delivery. In each area, we strive to offer students and instructors state-of-the-art solutions that incorporate current information, reflect best practices, and generate engagement:

Instruction – Digital Marketing is organized in a progressive narrative format, with information from each unit building on the previous to aid comprehension and facilitate education. Instructional materials include a mix of cutting-edge teaching methodologies, including interactive lectures, video-initiated discussions, exercises, case studies, blogs, and hands-on, practical projects. It enhances the LX by delivering engaging and interactive exercises that provide opportunities to translate digital marketing concepts into real-world applications.

Content – The content of Digital Marketing is not narrowly focused on the most popular social media tools. It utilizes rich content media, including text, video, graphics, and AR, to deliver a compelling narrative that emphasizes the fusion of digital strategy, tactics, and tools (which include major social tools) with values as foundational elements of an integrated approach to digital marketing.

Delivery – More than a static textbook, Digital Marketing is a hybrid, digitized text, integrating print, mobile, video, and internet media to create a truly Connected Digital Experience (CDE). The CDE provides the reader 24/7 access to expanded content and current updates via mobile app Zappar and point-in-time video commenting solution Vusay, transforming print media into a dynamic LX. The book is a product of a unique collaboration of Baby Boomers, GenXers and Millennials, and is designed to be graphically attractive, user friendly, and interactive.

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How is Digital Marketing Different than Other Marketing Textbooks?

Characteristics Most Marketing Textbooks Digital Marketing

Approach Provide ad hoc models and tactics related to digital marketing.

Provides a comprehensive approach to digital marketing as a holistic integration of strategy and

tactics with values.

Content Provides academic information and case studies.

Connects strategic thinking and current tactics and tools with their real-world application. Provides a detailed understanding of the path to digital

transformation and integration.

Values Not addressed. Integrated into strategic planning.

Interactivity Limited use of QR Codes.Users can connect to DMRC via Zappar augmented reality icons, and interact with instructor and other

students via Vusay video commenting software.

Teaching Methodologies

Lecture based; memorization of information.

DILE – exercise/collaboration based; integration of concepts with experiences.

Updates None.Dynamically updated content housed on DMRC

companion website, accessed via augmented reality icons.

Layout Traditional book layout. Custom design by and for the digital generation.

Preparation Academic knowledge. Best practices and real-world experiences that bolster skill set and optimize employment prospects.

Value Proposition

Digital Marketing draws on the latest digital tactics and strategic insights to prepare individuals and organizations for sustainable growth through digital integration.

It provides a strategic approach to addressing two competing forces facing organizations:

The chaos of the Digital Tsunami, which threatens the marketing/business status quo, destroying existing paradigms and ushering in a business climate marked by constant flux; and

The integration of digital technologies with marketing strategy and core values to achieve efficiency and long-term sustainability for the organization. Integration is the calming force lessening the chaos brought on by the Digital Tsunami, allowing the organization to adroitly ride its waves and harness its abundant power for competitive advantage.

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Organization

Digital Marketing is organized into five units to bring the reader through an incremental journey along the five-step Path to Digital Integration. Each unit builds on the previous to provide a fundamental comprehension of Integrated Digital Marketing (IDM), so one can effectively implement its strategies, tactics, tools, and best practices throughout the organization. It prepares students to better understand how digital revolutionizes the customer experience, influences target markets, and transforms organizations to generate sustainable outcomes.

The book incorporates Broad Learning Solutions (BLS), a fictitious company going through digital transformation. The questions and experiences of its inter-generational team members are incorporated throughout the book. The interactive dialogue between the BLS management team and its consultants provides the reader a window into the common challenges organizations face along the Path to Digital Integration.

Content

What is Digital, and Why Should I Care? sets the stage.

Your Roadmap to Digital Integration serves as the introduction.

Unit One: provides the context for the importance of adopting a digital mindset. It explains the effect of the Digital Tsunami on organizations and society. It focuses on the core values which lie at the foundation of the digital culture, and includes a major section on how the various drivers of change are bringing about digital transformation and giving birth to the New Marketing Normal.

Unit Two: explores the transition of fundamental marketing concepts to the New Marketing Normal, and examines how this paradigm shift necessitates a new overarching strategic model, Integrated Digital Marketing.

Unit Three: is the digital primer which outlines the tactics, tools, and best practices used to formulate an Integrated Digital Marketing strategy. Topics covered include social, mobile, and email marketing, the “Big Seven” social platforms, SEO, content marketing, web development, content management systems, lead generation, lead nurturing, and data analytics and measurement. Best practices are outlined and expanded upon via dynamic Discover More and Play Video icons, which connect the reader to how-to videos, explanations, and updates.

Unit Four: IMPLEMENTATION addresses the challenges of executing and implementing an effective Integrated Digital Marketing strategy across a siloed organization. Specific attention is given to digital alignment, structural integration, and evaluation & ROI.

Unit Five: SUSTAINABILITY looks at new business models for sustaining organizations by incorporating values into the bottom line; we conclude with a treatment of the Digitally Integrated Organization (DIO), which integrates digital technology and marketing strategy with core values to drive organizational goals that lead to sustainable outcomes for both the organization and its stakeholders.

Afterword offers first-hand insight from digital experts and practitioners on the future of digital marketing.

Glossary provides detailed explanations of the digital vocabulary referenced throughout the book, serving to increase digital literacy.

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In addition, Digital Marketing seeks to address and resolve a number of “How Tos” necessary for organizations to be competitive in the digital age:

How to develop a digital mindset across generations.

How to rethink/adapt the marketing function in the digital age.

How to recognize effective digital marketing strategies and tactics.

How to design and implement a truly Integrated Digital Marketing strategy.

How to measure and evaluate digital marketing in terms of return on investment.

How to restructure an organization to create an agile, flexible environment.

How to stimulate open communication, collaboration, and innovation.

How to integrate core values and organizational goals into strategic planning to develop sustainable outcomes.

How to conceive of and execute the digital alignment and structural integration necessary to achieve digital transformation and evolve into a Digitally Integrated Organization.

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Delivery

Digital Marketing is a gateway to the Connected Digital Experience (CDE). To deliver the CDE, the guidebook weaves together specially designed, interactive features to help the reader address any questions and quickly and easily access additional resources:

Fast Facts provide current statistics and facts on the topic at hand.

Case Studies offer real-world examples of applied digital marketing in small, mid-size, and large businesses and nonprofits.

Takeaways are bulleted points at the end of each chapter summarizing the highlights and best practices covered.

Expert Insights are brief 150-200 word impressions from experts relating their own experiences along the Path to Digital Integration.

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Digital Diagnostics are tools for self-reflection; they are meant to help practitioners and executives ask the right questions as they face up to some of their old habits and conditioning. Digital Diagnostics are placed throughout the narrative so the reader can take an accurate snapshot of where their organization really is on the Path to Digital Integration. Taking a digital snapshot is a necessary step to becoming a leader and innovator in the emerging digital culture. Instructors can use these diagnostics as motivational questions for discussions.

Vusay (point-in-time video commenting solution) is embedded in most videos to further enhance the LX. Vusay allows students and instructors to comment on the video they are viewing and respond to other viewer comments. Questions can be included alongside the videos to stimulate reflection and discussion. Comments can be shared on users’ Facebook and Twitter pages.

Zapcodes (augmented reality technology) are incorporated in the Discover More and Play Video icons found throughout the book. These icons link to additional content housed on our companion website, DMRC (working like a hyperlink on a webpage). To access content via these icons, do the following:

Download the free Zappar app in the Google Play or Apple App Store.

Look for Discover More and Play Video icons. These are called Zapcodes.

Open the Zappar app on your device (smartphone or tablet).

Point the camera on your device to the Zapcode and hover over it.

Watch as the Zappar app reveals the expanded content.

Interact with the content by touching the screen.

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Note: Instructors and students who do not have a mobile device can access the videos linked to the Play Video icons and updated information linked to the Discover More icons by visiting the DMRC website, www.dmresourcecenter.org, and clicking on the Play Video and Discover More links.

Courses

Given the pervasive impact of digital technologies across the entire social, business, and cultural spectrum, Digital Marketing is not designed for just one academic course. To address the need for an easy-to-access, pre-filtered but comprehensive repository of resources, we have developed the Digital Marketing Resource Center (DMRC), a dynamically updated companion website that houses our daily expanding digital resource library.

Digital Marketing is designed to be flexible and adaptive to the needs of instructors (of varying levels of digital literacy), to different course formats, and to various departments/schools (e.g. Business, Communications, IT, etc.).

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Some will adopt the entire book, while others may choose to select units and supplement them with select content from the DMRC. Though by no means an exhaustive list, here are some ways Digital Marketing can be applied to various courses or training initiatives:

The Strategy unit is a “digital primer.” It can be used as a resource for marketing or communications courses, or to augment Principles of Marketing, Advertising, or Marketing Management courses.

For Marketing and Communications courses focused on tactics, such as Social Media Marketing, Interactive/New/Electronic Media, eMarketing (Internet/Online Marketing), Public Relations, Media Technologies or Convergent Media, the instructor might utilize the first three units, especially the Strategy unit, and then draw from the DMRC for additional content.

For Marketing and Communications courses focused on strategic integration, such as Digital Marketing, Social Media Strategy, Marketing Strategy, or the capstone Senior Seminar, the instructor could draw from all five units, the case studies, and exercises.

For an MBA program’s Core Marketing Management course, the instructor can use Digital Marketing as a primary or supplementary text, drawing from both the Strategy and Implementation units, as well as content from the DMRC.

Finally, Routledge Publishing offers the option of creating a customized instructor text, drawing from Digital Marketing and other books.

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Teaching Methodologies

Today’s students are crying out for more engaging and interactive classes. In response, the DILE introduces digital tools into the classroom and encourages instructors to start experimenting with new teaching methodologies.

DILE Courses Adopt the Flipped Classroom

The flipped classroom is a cutting-edge teaching practice gaining currency around the world. It inverts the traditional, passive lecture delivery model. Students watch an instructor’s lecture video or video case study online or prepare with selected readings or cases before coming to class. When in class, students focus on practical projects, exercises, and group discussions to synthesize the concepts, strategies, and knowledge learned. One of the earliest examples of the flipped classroom is the Case Study Method at Harvard Business School. There, students study and analyze cases before coming into the classroom. In class, they focus on the presentation of their solutions. This model has been adapted to the digital age.

Here is a detailed overview of The Flipped Classroom from the NYU Stern Business School blog. Four leading MBA programs (Dartmouth, Columbia, University of North Carolina, and Texas A&M) have adopted this innovative approach in the quest to provide a more effective LX.

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The following draws on cutting-edge, interactive curriculum development methodologies to engage students in the flipped classroom model. Table 1 outlines digital class exercises in terms of methodologies and digital content.

Methodologies

Instructional Goal Learning Concepts Before Class During Class

Review concepts of previous

classes

Learning via student interactivity.

Students review materials, prepare to contribute.

Students generate and answer others’ questions.

Course feedback, student growth

Students’ evaluations and reflections. Write blog post.

Students share new concepts learned; suggest course

refinements.

Group team analysis Group collaboration.

Discuss assets of group members and how to best

use them.

Reciprocal teaching,

cooperative learning

Student dialogue reveals students’ thinking

processes relative to the shared learning experience.

View case study.

In small groups: Summarize main content; Formulate

questions; Clarify ambiguities; Predict what

may come.

Digital ContentWhy is a digital

organization different?

Digital best practices, digital mindset.

Watch Developing a Digital Mindset video, page 203.

Compare traditional and digital organizations.

What is your brand?

Brand essence, brand properties.

Watch The Tale of the Social Brand video, p. 77, or

instructor prepared video.

Use images to tell a digital story about your brand.

How do you facilitate digital

transformation in a multi-generational

organization?

Jigsaw Cooperative Learning: acquisition

and presentation of new material; review and

informed debate.

The DIO: Transforming Your Organization video, p.280.

Student “experts” take turns teaching their topics to their

group mates.

Will Digital technologies significantly change your organization’s bottom line?

Discussion Web: Provide a framework for evaluating both sides of an issue or

question.

Discuss case studies and research studies on the

effect of digital technologies on ROI.

Allow students to organize support for their positions and develop a strategy.

What is Integrated Digital Marketing

and why is it relevant?

Think, Share, Pair

Watch Fully Integrated Digital Marketing Campaign

Case Study with Lexus video, p.110.

Students learn, debate, analyze, and agree, and

then present elements of an Integrated Digital Marketing

plan.

Table 1: Innovative DILE Exercises

Innovative DILE Exercises

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Instructor’s Materials

Based on our successful testing of the flipped classroom teaching model at the undergraduate level, we have integrated these state-of-the art instructional strategies as part of the DILE. The instructor materials are a hybrid between the traditional and flipped classroom models. For example, to accompany each chapter of Digital Marketing, we have created PowerPoint slides with a very simple message and engaging visuals to help the instructor guide student understanding of the marketing concepts presented in the book. The Notes section of each slide contains more detailed content that can be used to augment discussions. Instructors are encouraged to incorporate multiple instructional strategies (outlined below) to create an interactive and relevant LX.

The Digital Marketing Instructor’s Website provides the following materials:

Suggestions for Instructors

Links to the Digital Marketing Resource Center

PowerPoints

Instructor’s Videos

Student Digital Exercises

Team Projects

Detailed Instructions for Class Exercises

Case Studies

Student Wiki

Sample Course Syllabus

Sample Weekly Course Outline

Student Evaluation Forms

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Suggestions for Instructors1.

Assess the digital literacy of students.

Update traditional marketing concepts to reflect the digital experience.

Integrate values and goals with digital technologies and strategies.

Expand digital marketing to include both internal and external organizational applications.

Incorporate B2C, B2B, B2G, and nonprofit applications.

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Digital Marketing Resource Center2.

How to access.

How to use.

How to interact.

How to subscribe to updates.

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Demonstrate the importance of creating value in all marketing transactions.

Discuss the spectrum of digital literacy (digital natives, immigrants, aliens, and integrators) and the role of digital natives in the adoption of digital marketing across all generations within an organization.

Integrate proven exercises that offer direct experience with digital marketing concepts and best practices.

Translate traditional marketing concepts into digital applications by providing students real-world examples from today’s business and nonprofit environments.

Require students to participate and engage in class conversations.

Require students to share their reflections via regular blog posts. One option is to establish a live, interactive community on Google Plus (e.g. Connecting Us) for students to add detailed posts and comment on other students posts.

Roleplay a consultant addressing organizations facing digital challenges; student teams are tasked with determining solutions.

Challenge students to experience digital concepts using the course as a hands-on workshop.

Incorporate digital tools to deliver course content (e.g. Google Plus, blogging, video, Survey Monkey, wiki, Twitter, Facebook).

Utilize best practices in curriculum development to involve students and increase their learning experience (e.g. the “flipped classroom”).

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PowerPoints3.

Concise content and challenging questions with engaging visuals.

Topic-related videos augment understanding of marketing concepts and stimulate students’ interactivity.

Detailed notes on marketing concepts presenting in each slide.

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Instructor’s Videos 4.

Sample videos are prepared on selected topics for instructors to assign before class to implement the flipped teaching model. Instructors are encouraged to prepare their own videos. Doing so personalizes and customizes the course and allows the instructor to provide greater clarity on course focus and goals.

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Student Digital Exercises5.

Digital exercises are tested and refined. They are designed to enable the individual student to reinforce and integrate selected marketing concepts. Each exercise is linked with a marketing concept, marketing tools, and instructional tools (Table 2).

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Exercise Marketing Concept Marketing Tools Instructional Tools

Digital Alive Digital campaign analysis SERVAS Digital benchmarks PowerPoint, blog post

A Brand Called You Personal branding Values exercise Video-blog, blog post

Digital Involvement Cycle Consumer behavior Consumer decision journey Monitoring movement

through the Cycle

Klout Influence Digital influence strategies Facebook, Twitter, Google Plus Klout scores

Experts Q & A Social Media Marketing Google Plus Hangout Distance learning

Blogging Social Media Marketing Google Plus Community (e.g. Connecting Us)

Business blogging, brand outreach/community

interaction

Elevator Speech Universal selling points Executive visioning group Brand voice

Table 2: Student Digital Exercises

Team Project6.

Team projects are designed for students to collaborate on incorporating the marketing concepts presented in class into actual Integrated Digital Marketing strategies (Table 3).

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Exercise Marketing Concept Marketing Tools Instructional Tools

Brand Clarification Value proposition Focus group Brand blueprint

Integrated Digital Marketing Plan Strategic marketing plan Business Model Canvas

Oral presentation of IDM plan, final report on team

project

Table 3: Team Project

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Detailed Instructions for Class Exercises7.

Step-by-step instructions are provided for all student digital exercises and team projects suggested above.

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Case Studies8.

Short case studies (1-2 pages) on a variety of for-profit and nonprofit organizations facing digital challenges are provided. They include a series of questions.

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Student Wiki9.

Encourages student feedback.

Communicates the latest course ideas and information.

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Sample Course Syllabus10.

Social Media Marketing/Digital Marketing Course (undergraduate).•

Sample Weekly Course Outline11.

Social Media Marketing/Digital Marketing Course (undergraduate).•

Student Evaluation Forms12.

Evaluation forms for exercise project and student evaluation.•

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Student Perspective

Here is some feedback from a student’s recent experience with Digital Marketing: Integrating Strategy and Tactics with Values:

Digital Marketing is a response to the need for an integrated educational approach in both the business world and the academic world. The book and the paired course material seek to underscore the importance of the digital world by showcasing the lasting features of this new mode of business. The approach is not narrowly focused on the most popular media tools of the moment; instead, it emphases lasting integration and implementation, combining core values with digital strategies, tactics, and tools as foundational elements of a unified approach to digital marketing. Digital Marketing uses a hybrid of digitized text and newer tools like concise PowerPoints, links to websites, an augmented reality mobile app called Zappar, and other video and internet media tools. In this way, the book exemplifies the methods that it is teaching, providing an example of the uses of the digital world that it attempts to reveal and integrate. Because of this hybrid set-up, the book will have a double impact, on the one hand effectively teaching students and businesses the important changes, values, and strategies of the digital world, and on the other clearly showing them an example of such implementation through new teaching methods.

Perhaps most importantly, the book promotes student-centered learning and incorporates the new model of the flipped classroom. Here again, the book imitates real-world changes in its teaching style. Just as the new digital world prizes consumers’ satisfaction and loyalty on a more individual level, the new digital classroom values individual student contributions and creativity and turns away from simpler hierarchical lecture formats. The digital culture is expanding the structure of businesses, creating more open channels and destroying barriers both within businesses and between B2B and B2C channels. Consequentially, Digital Marketing teaching methods seek to break down the traditional structure of the university classroom. This means that the new teaching approaches will give students a chance to engage and interact with materials, with the teachers, and with each other in a way that will prepare them for their future interaction with the digital world.

In short, the book strives to create an imitation of real life on all fronts. It innovates and reinvents learning in the digitized world by using the same values to teach it. The hybridity within the digital book and the new structure of the classroom means that Digital Marketing produces a way to exemplify the new digital model, and therefore to simultaneously show and teach students and businesses. The book doubly prepares students and businesses by using this innovative model in an innovative world.

Erin Gould, 20 years; English Major, Marketing Minor, Lynchburg College

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A Student’s Perspective on Digital Marketing

Conclusion

The resources provided in this Instructor’s Guide are in no way comprehensive, but rather are meant to provide an initial framework for further expansion and refinement. We sincerely believe there are many instructional methodologies and digital media that can be creatively employed to create innovative DILEs and deliver outstanding LXs. We look forward to your feedback and insights as we work to improve and augment these materials over time.

Questions. Comments. Concerns.

Ira Kaufman [ira@entwinedigital.com]

Chris Horton [chris@synecoretech.com]

For more information visit:

Digital Marketing Resource Center[www.dmresourcecenter.org]

(Routledge – October 2014)

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