How to use certifications such as Hubspot Inbound, AdWords, Hootsuite and others to teach digital marketing from the Marketing Management Conference 2016

1. Tools and Technologies for Teaching
Digital Marketing: Fall MMA 2016,
Providence, Rhode Island
Dr. Debra Zahay-Blatz
Dr. Janna Parker, James Madison University
Dr. Leila Samii, Southern New Hampshire University

2. • 8:30 Introduction (Zahay)
• 8:35-9:10 Benefits of Personal Branding Websites
(Parker)
• 9:10-9:45 Using Certifications and the GOMC (Google
Online Marketing Challenge) (Zahay)
• 9:45-10:20 Approaches to Teaching Social Media (Samii)
• Break
• 10:30 to 11:30 Breakout Sessions:
– Personal Branding Websites (Parker)
– Certifications/GOMC: (Zahay)
– Stukent Simulation (Winter)
– Social Media (Samii)

3. Certification Programs for Digital
Marketing and the GOMC

4. • “Real World” Component
• Supplemental Material to keep students
current
• “Badges” for job seeking
Certification Benefits

5. • Hootsuite Academy: Social Media
Management Tool
• HubSpot Academy: Inbound Marketing
• Google AdWords (Google Partners)
• Using AdWords with the GOMC or a
company sponsor
Certification Options

6. Available Certifications
• Digital Marketing
(Required): HubSpot
Inbound and Google
AdWords
• Sales and Relationship
Management (Salesforce)
• Social Media Marketing:
Hootsuite
• Marketing Metrics:
Google Analytics
Using Certifications in Curriculum
Development

7. HubSpot Academy

8. Hubspot Academy

9. Hubspot Matches Core Concepts of
Digital
Web
Objectives
Email
Search
Social
Mobile

10. Hootsuite Academy

11. Hootsuite Dashboard Helps Manage Social Media

12. • Hootsuite Academy materials through 90-day online access (no charge).
Hootsuite Academy Information can be found online and summarized
below:
• Activate your account by filling out a form (you will be e-mailed a coupon
code)
• Sign up for a free Hootsuite account.
• Start learning with Hootsuite Academy and follow the curriculum guides set
out by your professor before taking the certification exam.
• Important note about what email address to use
• Please remember to use the email address that was registered as part of
the program to login. Do not login using another email address or use
Facebook/Twitter.
• As part of the Student program, you will have access to:
• Hootsuite Academy and training courseware (free to sign up)
• Free Hootsuite Platform Certification ($99 value)
• Free listing in Hootsuite’s Certified Professionals Directory
Hootsuite Academy Gets Students
Certified and Trained

13. AdWords Classroom Use

14. AdWords Certification

16. GOMC Project Overview
• Students form groups
• Pick a company that has not done paid search in
last six months
• Send letter to company
• Create AdWords account and request $250
credit
• Create an AdWords program to drive traffic to
landing page (one per group) and present that
plan for approval.
• Present extra credit plan for additional channel
on that date also, might be social media, email,
viral, SEO, video, direct mail, other

17. Project Overview Continued
• Run campaign for a three-week period
• Option for social media campaign
• Analyze the results using Adwords and ONE
OTHER other appropriate measure such as
Google Analytics, bitly or a social media
monitoring tool
• Report back via presentation, final report.
• Big Winners get laptops, get to visit Google.

18. Pre-Campaign Report
• Pre campaign plan (4 1.5-spaced pages)
(100 points)
– Client Overview (40 points)
– Adwords Strategy (45 points)
– Communication and Readability (15 points)
– Include copy of your letter to company in
your submission to me as well as your two-
page Social Media Strategy Report for your
extra channel; follow guidelines on page 7
of Competition Guidelines
• Pre-Campaign Presentation (50 points)

19. Post-Campaign Summary
• Post-Campaign summary (8 1.5-spaced
pages) (300 points)
– Executive Summary (50 points)
– Industry Component (100 points)
– Learning Component (80 points)
– Communication and Readability (40 points)
– Relevant use of Tables, Figures and Charts (30
points)
– Include your Channel Execution write up, your
channel comparison and documented results for
your extra channel for extra credit consideration
• Post-Campaign Presentation (50 points)

20. MCC helps monitor the
project

21. GOMC Tips

22. Should you sponsor?

23. Do you have access to clients?

24. Do you know what to avoid?

25. Do your students need a
concise writing exercise?

26. Next Edition will have GOMC
Appendix and Teacher’s Guide

27. • Hootsuite Academy: Social Media
Management Tool
• HubSpot Academy: Inbound Marketing
• Google AdWords (Google Partners)
• Using AdWords with the GOMC or a
company sponsor
Certification Options are Viable for
Classroom Use

28. Available Certifications
• Digital Marketing
(Required): HubSpot
Inbound and Google
AdWords
• Social Media
Marketing: Hootsuite
• Marketing Metrics:
Google Analytics
Certifications Aid Curriculum

29. Thank you
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University