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The YouTube SEO Project: Teaching Search Engine Optimization through Video
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Cowley, Scott – Marketing Education Review, 2020
The YouTube SEO Project directs students to research a target market's needs using consumer search demand, create an engaging mobile video that responds to this demand, and use search engine optimization (SEO) to optimize and publish the video for searchers on YouTube.com. Students completing the project reported positive learning outcomes and…
Descriptors: Search Engines, Web Sites, Video Technology, Film Production
The Website Traffic Project: Facilitating Engagement and Learning in an Introductory Digital Marketing Class
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Miaskiewicz, Tomasz – Marketing Education Review, 2022
This article presents an approach to teaching an introductory digital marketing class that utilizes a semester-long project in which students develop a website and drive traffic using a variety of digital marketing tactics. As part of this project, students are provided with an engaging learning experience that includes direct exposure to the…
Descriptors: College Students, Business Administration Education, Marketing, Computer Mediated Communication
Preparing Workplace-Ready Students with Digital Marketing Skills
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Key, Thomas M.; Czaplewski, Andrew J.; Ferguson, Jeffery M. – Marketing Education Review, 2019
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…
Descriptors: Career Readiness, Marketing, Certification, Social Media