http://www.Stukent.com - This presentation was delivered at the American Marketing Association's Winter Educators' Conference in Orlando, Florida by Jeff Larson PhD (Wharton) and Stuart Draper (founder of Stukent, Inc.). The presentation delivers excellent tips on how professors can effectively teach the fast-paced subject of internet marketing in higher education.

1. Presented by:
Jeff Larson
Stuart Draper -- @stu_draper
Professor at BYU
Ph.D. in Marketing - Wharton
Adjunct Faculty at BYU-Idaho
Founder of Get Found First & Stukent
@StukentApp

2. Follow these sites:
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Google.com/webmasters
Adwords.blogspot.com
ClickZ.com
MattCutts.com
Moz
Hubspot
Google Webmasters on
Youtube
• Social Media Examiner
• Search Engine Land
…the list goes on!
Image Source: OregonLive.com
@StukentApp

3. • Trade secret: it doesn’t change as
much as you think
• SEO – 1-2 major updates per year;
does not change most of the
teaching material
• AdWords – new capabilities can be
skipped
• Social Media –
Facebook.com/help; Twitter,
Pinterest, YouTube slow to change
• Email marketing, banner ads,
others – guest speakers
Image Source: OregonLive.com
@StukentApp

4. • Google changes the Adwords
platform all the time.
• SaaS tools update frequently.
• Buttons will disappear.
• Functionality will change.
• Be careful if you choose to
test on functionality of tools
and platforms.
• Share them, facilitate
student use, and help them
learn to adapt.
@StukentApp

5. BARE NECESSITIES FIRST
Censored
Image Source: OregonLive.com
Search Engine Optimization
•How search engines work
•On-site
•Off-site
AdWords
Analytics
Banner Ads
Email Marketing
Social Media
@StukentApp

6. IMPORTANT SUPPLEMENTS
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Web design
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HTML/PHP
WordPress
Viral Marketing
Lead Generation
Affiliate Marketing
B2B Marketing
A/B Testing
Marketing Automation
Re-targeting
Mobile
Image Source: usatoday.com
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7. There is nothing more hands on than
having to figure out how to build
your own website.
Have set elements and requirements
the site must have.
This prepares and allows each
student to have their own sandbox
for testing Analytics, Adwords, and
SEO implementation.
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8. • Idea: Groups of 4-5 students
each pitch in $25 to drive
traffic to a site.
• Have students implement
conversion tracking code in
their site.
• Report on results for final
project.
Tip: KeywordSpy.com and
SpyFu.com are helpful keyword
and competitive research tools.
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9. Adobe (Omniture) has a paid
package, but it’s expensive.
Students can ask a company to
provide read-only access.
They can implement analytics
tracking code in their own site.
The final project includes
reporting on analytics of site.
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10. Students optimize the
pages of their site.
AdWords Keyword Planner
to know what keywords to
target.
Utilize the SEO toolbar.
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11. Have the students do one
small project in each area.
Expose them to it. They will
get excited and do more on
their own.
Is it too much!?
Social Media in particular
could have two semester long
classes dedicated to just social
media.
Image Source: Brian Cassella/McClatchy Newspapers
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12. Helping professors help students help the world.
Presented by:
Mark Kruckenberg
Vice President, Stukent

13. 
We didn’t cover most of the slides that
follow, but we are sharing in case they
may come in handy.

Don’t forget to like Stukent on Facebook
and Follow @stukentapp on Twitter.
Stukent.com @StukentApp

14. • Flipping the classroom gives
students with less experience
time/opportunity to catch up.
• One platform for web
development allows students
to work together.
• One platform also makes life
easier for the professor.
• Grade based on web
marketing knowledge (not so
much on design and
programming)
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15. Website Redesign
SEO
On-site optimized with redesign
Off-site recommendations and
groundwork laid
AdWords
$500 budget provided by
company
Four weeks with regular checkups
Email Marketing
Social Media
Image Source: 1funny.com
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16. Short answer, fill-inthe-blank questions;
rely heavily on
project work for
grades
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17. Have a big class?
Covering lots of material is
difficult.
Having lots of projects on lots
of material can be a grading
nightmare.
Image Source: ESPN.com
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18. Students say these subjects helped
them the most with their job:
1.AdWords
2.Web development
3.Self-motivated discovery
Image Source: usatoday.com
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19. Tools to get around this:
Website Platforms:
Weebly
Wordpress
SquareSpace
Design:
Themeforest
Graphic.ly
Fiverr
Nooooooogieeee!!!!
Image Source: telegraph.co.uk
@StukentApp

20. Gut Check Questions:
• Is it recent?
• If not recent, does it still get
likes, shares, and cited by
relevant sources?
• Who is the author?
• Would Matt Cutts agree?
• Is it in line with Google
Webmaster Guidelines?
• Is the source/author followed by
experts?
Warning: Be careful of correlation=
Rugby is “ferocious!”
Image Source: news.bbc.co.uk
causation posts & quick conclusions.
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