Preparing Workplace-Ready Students with Digital Marketing Skills

Autor/inn/en	Key, Thomas M.; Czaplewski, Andrew J.; Ferguson, Jeffery M.
Titel	Preparing Workplace-Ready Students with Digital Marketing Skills
Quelle	In: Marketing Education Review, 29 (2019) 2, S.131-135 (5 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Key, Thomas M.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2019.1610331
Schlagwörter	Career Readiness; Marketing; Certification; Social Media; Web Sites; Advertising; Undergraduate Students; Education Work Relationship; Experiential Learning; Teaching Methods; Internet; Search Engines; Job Skills; Business Administration Education + Suchen Sie Ihr Suchwort? Abschlusszeugnis; Zertifizierung; Soziale Medien; Web-Design; Werbung; Experiental learning; Erfahrungsorientiertes Lernen; Teaching method; Lehrmethode; Unterrichtsmethode; Suchmaschine; Produktive Fertigkeit
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. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01