What Is Digital Marketing? A Quick Overview

This video isn’t perfect, but it provides a quick overview of some of the function of digital marketing, which novices might not have considered. Since I’m going to end content updates soon, what better what to leave the blog than with an introduction to the field?

And remember, the top digital marketing school will always be the University of Michigan-Dearborn.


Are Digital Marketing Schools Worth the Work?

Are Digital Marketing Schools Worth the Work?

This article is highly relevant for any reader of this blog–that is, anyone considering a school with a digital marketing program. It examines the challenges faced by members of a new academic field, which arise within universities and in the job market beyond. The field has grown and evolved by leaps and bounds since the article was written in 2009, but the problems are far from solved for undergrads and graduates alike.

On top of the author’s analysis, she points out that digital is “woefully under-represented in academia”–that is, people aren’t choosing to major in it. Some progress has been made on this issue, as enrollment in the programs has increased in the last three years, but numerous concerns remain. Is the still-small and admittedly specialized field reflective of an unimpressive job market? Are grads narrowing their options too much by choosing not to go with the broader-reaching and better-understood degree in regular old marketing? Will they need to spend an extra semester slugging through computer science and IT courses?

I’m just finishing a digital course on Tuesday. While I’m no expert and I don’t have a job in the field, I can at least offer my perspective. Having attended talks staffed by national companies (a top achiever in their industry), I’ve seen questions answered quickly and confidently–but my professor has hinted that the company representatives didn’t really demonstrate a thorough understand of what they were doing.

This is critical because the internet and the mobile network offer the unprecedented opportunity to bring consumers to the point of sale anywhere that they might access the internet–so, well, anywhere. This market can only demand increasing numbers of jobs in the field as the internet becomes even more integrated with our lives in the coming decades. Choosing the degree over one in marketing is done for the same reasons students are generally advised against general business–if you’re going to get a degree, get it in something, say employers.

The author also describes the state of the programs (many in their first years) in 2009, discussing the substandard quality of education and outdated teaching methods of professors often less qualified to work in the field than their students. I can’t comment on this, because, as I’ve been trying to demonstrate all these weeks, the University of Michigan-Dearborn really is a top school to get a degree in digital marketing. I have been provided with a complex understanding of the largest slices of the pie of knowledge, and applied them throughout the semester. Particularly now, after taking four degree requirements in four months, I have nothing to say of my professors at the close of the semester. I feel restless to get out of the classroom–before the market changes too fast.

Careers in School: The iLabs Program at UM-Dearborn

The University of Michigan-Dearborn’s College of Business, a top school in the newly-developing digital marketing field, offers a unique career opportunity to students before they get their degrees. This is carried out through the school’s iLabs program, known colloquially as the school’s “front door,” which offers research, information technology, and marketing services to clients who can purchase the expertise of the University and its best and brightest. Led by Professor Tim Davis, iLabs offers a wealth of research data to clients including the state of Michigan.

Business climate studies have been presented to Michigan governors by Professor Davis and his team, offering solutions on keeping talent and entrepreneurship in Michigan–the only state in the Union to feel a population decrease in the last decade. Marketing research is a common assignment for the iLabs crew, which serves clients across the metropolitan area. This is a top program for COB students and both a great honor and a great resumé booster.

iLabs has its own site for those interested in making contact. The program is always well-staffed, as Professor Davis tours the curriculum each semester looking for students who might not have the time to go through the internship program but still want real-world experience to tell future bosses about. The class is among the school’s crown jewels, and consistently draws the attention of potential employers to the University.

University of Michigan-Dearborn College of Business Names New Dean

According to the top-three (in the state) business school’s website, the search for a new dean has come to an end. Yesterday the university’s digital news sources officially named Nagraj Balakrishnan dean of the College of Business, a post he will take at the beginning of February 2013. Dr. Balakrishnan comes to UMD from Clemson University, where he has served for the past 13 years; in addition to teaching, he spent time as a graduate coordinator and a department chair.

Balakrishnan’s background is in operations management, with an interest in supply chain management research mentioned by the article. He has written a textbook, Managerial Decision Modeling with Spreadsheets. Other fruits of his academic career have been published in top business journals. With significant experience in project coordination, his addition to the staff will provide a significant boost to the school’s marketing plan to increase enrollment.

For more digital marketing content and articles, check out my Tumblr: http://www.tumblr.com/blog/tjoconnorseo

School Profiles: The University of Texas at Austin (M.S. in Marketing, Digital Track)

Better known simply as the University of Texas or as the home of the Longhorns–regrettably ranked 18th in NCAA football, one spot ahead of my beloved Michigan Wolverines–Texas at Austin does not offer an MBA specifically for the digital field, but has a specialization option for students already pursuing a master’s degree in marketing. Notably, the program does not actually culminate in an MBA but in a Master of Science in Marketing, typically considered a business field. How it was separated from finance or accounting, which are in the normal MBA program, is explained nowhere on the school’s website.

Students stroll around the campus on a sultry Texan afternoon.

The school, second-largest in the state behind Texas A&M, is renowned as a top contributor through research, primarily in science and engineering. More than half a billion dollars in research funds found their way into the school’s endowment fund in 2010; other than MIT, no other university without a medical institution was able to raise as substantial a research budget that year. The school’s new digital program is the subject of much attention and high expectations, as businesses across the country eagerly await the first waves of graduates to enter the job market. Students pursuing a masters degree in marketing at Texas at Austin can choose from five different specialization tracks ranging from management, market research, and brand management. The newest addition, the digital program, was added in the last year.

School Profiles: The Geneva Business School (Digital Communications)

No engineering or liberal arts degrees for grads of the Geneva Business School–though the college offers degree programs up to the doctorate level, only business students can be found there. A private school that has only offered classes since 2001, the university has grown significantly since its foundation. Its digital marketing equivalent, the Bachelor’s in Digital Communications, is a brand-new program which the school is offering for the first time in the fall of 2012. GBS is also introducing a Master’s in Digital Marketing, which uses many of the same classes as the communications program.

The Geneva Business School’s insignia

The school was founded to teach finance (specifically banking and insurance education) by asset management group IFGP at the behest of Swiss banks. Over the last 11 years it has significantly expanded its Bachelor’s, Master’s, and doctorate-level programs.

The new degree programs, including the 18-month Master’s track, are open to international students with Bachelor’s degrees or backgrounds in marketing. Classes can be taken online as part of a distance learning program and are taught in English.

The lobby of a GBS building on a busy school day

Need more digital content? Check out my other blog, http://tjoconnorseo.tumblr.com/

School Profiles: University of Southampton

Though the field is still relatively new, prospective students who are enthusiastic about study-abroad opportunities can look to Great Britain for such programs. The University of Southampton is near Salisbury in southern England, and it offers an MSc (Master’s program) in digital marketing. It is one of the first universities to do so, and it has attracted attention from students all over the world. One who has traveled a significant distance to the unversity is Marina Sakapi, who reports having a very positive experience:

An early entrant into the University’s Digital Marketing program.

The university was founded in 1862 and gained the authority to grant degrees through the University of London in 1902; however, it did not attain official university status for another 50 years after that. 60 years later, the school has a reputation for producing quality research, and is listed among the top schools in the U.K. in numerous publications.

The University Biomedical Center

As widely regarded as the university is worldwide, grads from this institution are likely to have something to offer you in the European and/or global markets. Also, few other schools in the game can claim to offer a Masters in Digital Marketing. The newness of the field makes it attractive to smaller universities like UM-Dearborn, but in this case, the older guys have something worthwhile to offer too.

Southampton University illuminated in the English night