October 31, 2016

Moving Forward from the Classroom to Silicon Valley

SEU Student Leverages Knowledge and Contacts for a Meaningful Summer Experience

Dominick Namis ’17, Digital Media Management major, has a strong interest in digital marketing and emerging technologies. He has taken the two Digital Marketing courses at St. Edward’s University, Digital Marketing and Analytics and Social Media Marketing, which are cross-listed with our bachelor’s degree in Digital Media Management. He used lessons from his coursework, his unique background and a passion for digital marketing to find and secure the ideal internship at Mozilla last summer.

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Dominick knew that he wanted to work for a large technology company. He applied to Google’s highly selective internship program and made it to the final round. After he was not selected for the program, Dominick intensified his search, instead of getting frustrated and giving up.

Through contacts from Marketing EDGE, an organization that helps students connect with future employers, he attended the student career forum in Austin last spring and was able to make it to the final round for those internships as well. Again, he was not selected, but kept on competing for internships at large technology companies.

Through persistence and access to a former SEU professor’s contacts, Dominick finally landed a prestigious internship as an Internet Issues Analyst at Mozilla, Corp. in the Silicon Valley. He spent the summer learning about the company and contributing to its business and marketing strategy.

In addition to interning at Mozilla, Dominick also attended Marketing EDGE’s Digital Marketing Academy in New York in June, which was funded by a travel stipend from Marketing EDGE and a tuition scholarship from Dr. Zahay-Blatz’s company, Zahay, Inc. The week in New York was full of learning and networking. Students heard from industry speakers like the Vice President of Digital Consumer Experience & Marketing Consumer Services at American Express and even a Harvard Professor.

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Dominick was one of the two SEU students selected to attend the Marketing EDGE Digital Media Summit in New York last Summer

Dominick also went to London last summer as part of Mozilla’s annual All-Hands meeting and was able to not only work on projects but network and learn from individuals from all over the world.

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Dominick’s persistence paid off. He had a wonderful summer internship experience that will prepare him for future career success. He offers the following tips for networking:

1. Set a goal: Dominick was clear that he wanted to work for a large technology company for the summer to gain a strategic perspective and help guide his future career choices. The old saying that “If you don’t know where you want to go, any road will get you there,” holds true for every aspect of career development.

2. Leverage all your contacts: Don’t be afraid to use LinkedIn and the connections from your professors. Professors at The Bill Munday School of Business typically have industry connections and can help point students in the right direction.

DCIM100GOPRO3. Learn from your experiences: Dominick’s past internships helped shaped his future goals. He knew that government service was not for him after exploring several previous internships in the public sector.

4. Start early: Dominick started early so that when he suffered setbacks, he still had time to find his ideal internship. He kept working his contacts and always kept his goal in mind. Students seeking summer internships and jobs after graduation should start to lay the ground work in the fall.

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Dominick Namis addresses St. Edward’s classes on Internship Planning

We thank Dominick for his thoughtful presentation in our class and wish him the best in his future career. Dominick is considering graduate school, as well as another position with a technology company.

Google offers the BOLD Internship Program, which is a paid summer internship for rising undergraduate seniors that are interested in working in technology and full-time opportunities at Google. Applications are due November 30, 2016 at 11:59 p.m. PST.

The Marketing EDGE Collegiate Summit consists of fast-paced workshops led by marketing trendsetters and academic gurus, panel discussions, and one-on-one connections with peers and professionals at several outings and networking events. Applications are due March 10, 2017.

Zahay, Inc. will provide up to three $300 scholarships for SEU students selected for the Marketing EDGE Collegiate Summit. Last year, we had two students out of 40 in this prestigious program.

Don’t think you won’t get selected because of the size of St. Edward’s. Our new digital marketing curriculum and the BDMM major provide a relevant background for marketing and digital media today that employers appreciate.

October 6, 2016

Secrets of the New Marketing Major and Digital Marketing Minor at St. Edward’s University

Beyond the Four P’s: Marketing Curriculum and New Digital Marketing Minor at St. Edward’s University Both Focus on Digital Marketing and Analytics

Beginning in Fall 2016, students declaring the Marketing major at St. Edward’s University will be treated to an integrated curriculum that focuses on the latest trend in marketing – digital marketing.

Digital marketing means using interactive technologies to create customer engagement and continuously improve marketing campaigns and programs. The major areas of emphasis are search engine marketing and optimization, email marketing, social media marketing and web/mobile design and conversation optimization.

These broad-reaching curriculum changes make St. Edward’s University unique among its peer institutions in offering a truly up-to-date experience to its Marketing majors. Creating the new major and the accompanying Digital Marketing minor involved a complete redesign of the Marketing curriculum. When I arrived at St. Edward’s last fall, the Marketing curriculum had not had a major update in many years. What we were seeing and hearing was a demand from employers and students alike to have a relevant degree program.

As chair of the Marketing and Entrepreneurship Department, I headed a dedicated team to create the minor, which is unlike any program offerings at any of our peer institutions. We sought feedback from our core stakeholders, students, potential employers and faculty/staff, to create a program that will provide value for our graduates as they transition to the workforce.  The net result of this process is detailed below: 

What makes the Marketing major at St. Edward’s University so unique?

The Marketing major provides students with digital marketing and analytical expertise, practice with specific channels and technologies, and real-world experience.  Students are reporting that the courses are already helping them gain valuable internship experiences and recognition outside of the University environment.  We also have a Digital Marketing minor which is open to all majors at St. Edward’s.  Some key program points are detailed below.

Both the Marketing major and Digital Marketing minor:

1. Focus on marketing metrics and analytics. 

Students pursuing the Marketing major and Digital Marketing minor create original content and conduct marketing analyses. They explore the psychology of buyer behavior and practice using marketing metrics, digital media and research to make informed marketing decisions.

The major is a good fit for students who are both analytical and creative. Our students are able to:

  • Translate qualitative insights and quantitative processes into innovative business strategies
  • Clearly articulate creative strategies, recommendations and results
  • Thrive in a fast-paced, digital environment
  • Think critically and solve complex business issues

2. Prepare students to succeed in the modern digital landscape.

Search, social media, website design, user experience testing, mobile marketing and other tools are now commonplace in marketing – an estimated 60% of a marketer’s time is currently spent in digital activities.[1]

Our faculty have responded by building digital marketing coursework that focuses on marketing analytics, content creation, conversion rate optimization (CRO) and social media marketing – tools that marketing experts use daily.

Students learn to integrate digital media, including email marketing, social media, mobile marketing and interactive applications, with traditional media to reinforce a brand image and achieve company objectives.

 3. Provide relevant skills and certifications.

 Students can receive certifications and experience in the latest marketing technologies, including but not limited to:

  • Hootsuite for social media marketing
  • HubSpot Inbound and Google AdWords for digital marketing
  • Google Analytics for marketing metrics
  • Salesforce for sales and relationship marketing

Research indicates that the marketer today needs to have a blend of technical skills, expertise in specific channels, an appreciation for statistics and analytics and a sound foundation in marketing concepts.

These certifications make students more marketable to recruiters looking for talented employees ready to contribute to their organizations immediately.

4. Led by faculty with expertise in digital marketing.

Our full-time faculty members include myself, Dr. Debra Zahay-Blatz, Dr. David Altounian, Dr. Juli James and Dr. Wes Pollitte.  We are all passionate about connecting and cultivating lifelong learners. We are skilled in digital marketing, marketing metrics and statistical techniques and continuously contribute to student development. As chair of the Marketing and Entrepreneurship Department, I also enjoy researching the area of digital marketing and have also written several textbooks in the field. I have experience developing and teaching in several of these programs in the past and the program at St. Edward’s represents the culmination of my experiences and expertise.

In addition, our Marketing faculty bring years of direct experience in both small and large organizations, including Motorola, Compaq, Dell, Dun & Bradstreet, Verizon Telecommunications, Mitel Networks, Cornerstone OnDemand and General Motors.

Faculty are involved with business communities and professional organizations, professional publications and local businesses. These connections mean we often facilitate important opportunities students by providing experiential learning opportunities. We work with the our Career and Professional Development Center to help provide full-time employment after graduation.

 5. Focus on experiential and service-based learning.

Our department makes it possible for graduates to enter the workforce able to understand and use the latest digital marketing technologies to create firm growth. This proficiency, along with a solid background in all business disciplines, gives students the ability to create new ventures and to help any firm market its products in the most effective and up-to-date manner.

Students in the Marketing Research course perform data analysis using a statistical package, and students in the Social Media Marketing course create a social media marketing plan for a real-life client and become certified in a social media management tool.

In addition, students work alongside experienced faculty mentors to put their knowledge to practice in Austin’s thriving start-up scene. Many gain leads to internships, volunteer opportunities and full-time job offers through faculty connections.

Last April, a team of St. Edward’s University students successfully competed in the first-ever Social Media Competition at Ball State University in Muncie, Indiana. They took home second place and the Most Creative Team award.  The social media class worked on client-based projects, resulting in one student obtaining an internship at the local children’s museum, The Thinkery.

6. Respond to current employer needs.

When building the Marketing curriculum, faculty garnered feedback from prominent industry leaders and created engaging coursework which prepares students for the technical demands of today’s business landscape.

Students learn a combination of strategic marketing concepts and digital technology/analytics, and they graduate ready to fill specific needs in industry.

Many have gone on to work with local, national and international organizations in fields such as website design and optimization, search engine marketing and content creation. They have also found employment in more traditional roles in brand management, product development, customer relations, market research, strategic planning and advertising.

For the Marketing major, the following courses are required and/or optional:

Required

  • MKTG 3343 Marketing Research
  • MKTG 4342 Digital Marketing and Analytics
  • MKTG 4345 Advanced Marketing Management

Electives (Choose 3)

  • MKTG 3332 Sales and Relationship Management
  • MKTG 3333 Principles of Retailing and Ecommerce
  • MKTG 3335 Social Media Marketing
  • MKTG 3336 Buyer Behavior
  • MKTG 3399 Special Topics
  • MKTG 4341 International Marketing
  • MKTG 4344 Marketing Metrics and Analytics

The Bill Munday School of Business at St. Edward’s University also provides a Digital Marketing minor, which students from all majors can now pursue. With a focus on marketing metrics and digital certifications, the Digital Marketing minor prepares students for a variety of marketing and technical roles in the 21st century business ecosystem.

For the Digital Marketing minor, the following courses are required and/or optional:

Required

  • MKTG 2301 Principles of Marketing
  • BUSI 2305 Business Statistics
  • MKTG 3343 Marketing Research
  • MKTG 4342 Digital Marketing and Analytics
  • MKTG 4344 Marketing Metrics and Analytics
  • MKTG 3335 Social Media Marketing

Electives (Choose 1)

  • MKTG 3332 Sales and Relationship Management
  • MKTG 3333 Principles of Retailing and Ecommerce
  • MKTG 3336 Buyer Behavior
  • COMM 2305 Visual Communication
  • COMM 2359 Video Production and Editing
  • ENGW 2329 Document Design
  • JOUR 2314 Interactive Media Production and Design (Photoshop)
  • BDMM 3344 Interactive Technology I
  • BDMM 4330 Digital Media and the Law

Total Hours: 21

For more information on the Marketing major and Digital Marketing minor at St. Edward’s University, visit our website.

By Dr. Debra Zahay-Blatz

[1]“Internet Marketing” (n.d.), CMO Council. Retrieved December 16, 2015 from http://www.cmocouncil.org/facts-stats-categories.php?category=internet-marketing