Download Project-based Learning in Digital Marketing: Developing and

Project-based Learning in Digital Marketing:
Developing and Implementing an Inbound Marketing Strategy for an Organization with HubSpot
Inbound Marketing Platform
Abstract
The new undergraduate digital marketing course scheduled to debut in Spring 2012 will focus on
developing applied knowledge and skills in growing and effectively managing web presence for an
organization. The course will include a project that will teach students how to develop and implement
an inbound marketing strategy for an organization using HubSpot inbound marketing software. This
project will not only teach students how to use one of the most popular technologies in online
marketing but will also help them develop skills that can be easily transferred across organizations and
industries.
Applicant:
Elena K. Bernard
Assistant Professor of Marketing
Franz Hall 322C
(503) 943-8656
[email protected]
Context/Introduction:
The new undergraduate digital marketing course is designed to teach students applied knowledge of
online marketing tactics such as search engine optimization, blogging, and social media marketing. In
addition students will learn how to develop, implement, and evaluate an online marketing strategy for a
company or a non-profit organization. The course is designed as an interactive seminar where students
learn through discussion, learning exercises, and collaborative work on a project. Given the applied
nature of the course, an experiential project will play central role in student learning. It will give
students an opportunity to develop online marketing skills that can be easily transferred across
companies and industries.
Project Description:
Students enrolled in the digital marketing course will be required to identify a company (e.g., a UP
student start-up) or a non-profit organization to be a client for the course project. The instructor will
provide specific selection criteria and will assist students in the selection process. One potential client
that would benefit from a coherent and well-executed inbound marketing strategy is the Pamplin School
of Business Administration (PSOBA). An inbound marketing strategy would not only help PSOBA
establish and manage its online brand but will also help increase its undergraduate and graduate
enrollment. In addition, inbound marketing will help PSOBA manage its alumni relations by keeping
them engaged in the college of business and the new Professional Development Program (P4). Working
in small teams (5 students each), the students will develop an online marketing strategy for their client
and a tactical plan for implementing the strategy. HubSpot inbound marketing software will help teams
to implement their tactical plans and analyze the results of their campaigns. The software includes
search engine optimization (SEO) tools, blogging, social media engagement tools, email manager,
conversion tools such as lead identification, list creation, lead tracking, and lead nurturing campaigns,
and analytical tools. The small business software package provides licenses for 3 users and includes
customer support and small group training.
Project Timeline:
July – August 2011 – the instructor receives training in the use of the HubSpot inbound marketing
software.
September – December 2011 – the instructor plans the project and creates a pool of potential clients.
January 2012 – student teams develop an online strategy for the client.
February – April 2012 – student teams implement the online strategy and prepare a report.
April – May 2012 – student teams present their reports to the clients.
Research:
The main research question addresses the effectiveness of social media applications such as HubSpot
inbound marketing software in teaching online marketing concepts and techniques in an undergraduate
digital marketing course. While most students are familiar with social networks (e.g., Facebook) and
social media (e.g., youtube), few understand how to use these in business marketing. Does an
integrated online marketing platform such as HubSpot inbound marketing software help students
develop skills in implementing and analyzing a Web 2.0 marketing strategy? Does it help them
understand the principles behind social media tactics? To answer these questions, the instructor will
collect data from both students and their clients. Direct measures of learning will include exam
questions and project reports. Indirect measures will include students’ assessment of their learning and
clients’ survey responses about the quality of their student team’s performance.
Budget:
HubSpot Small Business Package for 6 months - $1,500 (or $3,000/year)
Set Up and Site Migration Fees for HubSpot CMS* - $250 Set Up + $10/Page, $250 min
Total Cost: $2,000
*HubSpot Small requires use of the HubSpot Content Management System (CMS). The HubSpot CMS is
designed for simple, template-driven web sites with a small number of existing pages (10-25 on
average). An Inbound Marketing Specialist can evaluate if the site is a fit. For customers using the
HubSpot CMS, migration from an existing site to the HubSpot CMS is provided at $10 per page, with a
$250 migration minimum.