Digital 101

Three women with funny photo props holding Coca-Cola cans in front of a Coca-Cola backdrop to promote the “Share a Coke” marketing campaign

Welcome to Spark Shoppe.  The intent of this blog is to offer marketing insights as a collaborative endeavor. The Beatles were much more successful as a band than as the individual solo acts.  In marketing , often the whole is greater than the sum of its parts, I invite you to participate with your thoughtful perspective as a contributor or through your comments.

 I am excited to be instructing to Digital Marketing at the University at Albany.  My hope for this course is that the students leave with a professional understanding of the potential that digital marketing has to connect and engage with target consumers.  First we will look at a basic overview of marketing and consumer behavior since many students have not had a marketing course.  We will then examine digital marketing from a strategic perspective along with many examples and case studies that illustrate the effectiveness and efficiency of adding digital to the marketing mix.

I believe the best way to learn is by getting your feet wet! The approach will be to work in teams throughout the semester to design a digital marketing plan for a business or not for profit.  At the end of the semester, teams will present plans to the class and potentially to the prospective client.

During the course of the semester, students will be encouraged....(and required) to be active as contributors to this blog, Twitter and Instagram #DigitalUAlbany at least once a day sharing relevant course content, blog posts, pictures, etc.  So be brave, step up and challenge yourself to seeing digital as more than a #selfie, #nofilter or #fridaynight.