Dr. Elaine Young Keeping yourself, your students and your course current in an ever-changing field The Evolution of Digital Marketing:

Dr. Elaine Young 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, marketing, LinkedIn, ethical best practices Google Goes Public, Facebook launches Teaching: Search Consolidation, Search vs. Directories, Google, Yahoo, online advertising, Google AdSense PPC, basic analytics, conversations about Facebook, 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, marketing, video, ethical best practices, privacy and security 2010: User Generated Content is Big Teaching Analytics, SEO, SEM, 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, marketing, mobile marketing and Apps, Paid -- CPC/PPC, Social Advertising, Social Media, video content, Meerkat, Snapchat, big data, ethical best practices

Dr. Elaine Young Web-Based Marketing launches as an elective for Marketing students 2005 – 2010 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 MKT Marketing (for non-SSB students) OR BUS Marketing & the Organizational Mindset (for SSB students only) WEB Web Development GDD Visual & Digital Fundamentals MKT Digital Marketing MKT Digital Marketing Metrics and Analysis MKT Advanced Digital Marketing Choose 1 of the following: GDD Web Design I MKT Marketing Research WEB Intro. to Web Programming COM Social Interaction in the Digital Age MKT Strategic Community Management The Digital Marketing Minor

Dr. Elaine Young 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 Various Text Books: E-Marketing by Strauss and Frost 2 nd, 3 rd, 4 th 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 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 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 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 Slide 1: Digital Marketing Evolution: marketing-ybrant-digital/ marketing-ybrant-digital/ Slide 2: History of Digital Marketing: Slide 2: Search Engine History: Slide 2: Digital Marketing Trends 2010: marketing-trends-the-good-bad-and-ugly-in-2010http:// marketing-trends-the-good-bad-and-ugly-in-2010 Slide 4: Champlain College Catalog: Sources