Teaching

Digital Marketing and Social Media Course

Overview

I teach applied marketing courses that combine conceptual frameworks with hands-on work in real tools and data.
Below is a summary of my recent teaching.

MKTG 443 – Digital Marketing & Social Media

Level: Upper-division undergraduate elective
Institution: School of Business, University of Kansas
Role: Instructor of Record
Semesters taught: 2 (most recently Spring 2025)

Digital marketing and social media are central to how modern brands identify, reach, and engage customers.
In this course, students learn how to design and evaluate digital marketing strategies across the full funnel, using tools such as web analytics, search engine optimization (SEO), paid search, display advertising, email marketing, and social media campaigns.

Learning outcomes

By the end of the semester, students are able to:

  • Use web analytics (e.g., Google Analytics) to define KPIs, diagnose funnels, and make recommendations.
  • Explain how search engines work and perform basic on-site and off-site SEO for a real website.
  • Design, launch, and evaluate a paid search campaign, including keyword selection and bidding.
  • Compare forms of online display advertising and estimate return on ad spend (ROAS).
  • Apply best practices in email marketing to build and nurture a subscriber list.
  • Plan and critique social media and influencer marketing campaigns.
  • Discuss how AI tools (including large language models) integrate into modern digital marketing workflows.

Course snapshot

  • Format: In-person · Lecture, discussion, and hands-on lab activities.
  • Typical work: Group digital marketing project, short presentations, quizzes, case write-ups, and a final presentation.
  • Tools: Google Analytics, keyword planners, web analytics dashboards, Canva A/B testing display ad design, generative AI prompt generation.

What students do in this course

  • Group digital marketing project
    Teams select a real company or competition brief and build an integrated digital marketing strategy, presenting short progress updates throughout the semester and a final presentation.

  • Short topic presentations
    Topic-focused presentations on market research, SEO, paid search, and display advertising, based on each team’s chosen business.

  • Google Analytics certification
    Students complete an official analytics certification as part of the course requirements.

  • Case discussions
    Discussion and written analysis of classic digital marketing cases (e.g., online advertising, attribution, and funnel optimization).

  • Hands-on labs
    In-class activities using keyword tools, analytics dashboards, and social media examples to connect theory to practice.

  • Optional simulations / competitions
    Opportunities to participate in a digital marketing simulation or competition to apply concepts in a controlled environment.

Modules & weekly arc

To keep the site concise, I organize the semester into modules rather than listing every class session:

  1. Foundations & Web Design
    Core principles of digital marketing, user-centric design, and conversion-focused landing pages.

  2. Web Analytics
    Analytics setup, KPIs, funnels, attribution challenges, and data-driven optimization.

  3. Search Engine Optimization (SEO)
    On-site and off-site SEO, keyword research, competitor analysis, and content optimization.

  4. Paid Search
    Search ads, match types, bid strategies, ad copywriting, and performance evaluation.

  5. Display & Email
    Display ad formats, remarketing, landing page testing, and email marketing best practices.

  6. Social Media
    Social media strategy, content planning, and goal-oriented campaign management.

  7. Influencer Marketing Deep-dive into influencer economy, designing influencer marketing campaigns, long-term pros and cons of influencer marketing.

  8. AI in Digital Marketing
    How generative AI and tools like ChatGPT are integrated into targeting, optimization, and content creation.

  9. Capstone Presentations
    Final team presentations of integrated digital marketing plans for their chosen business.

Assessment structure

The course uses a mix of individual and team-based assessments to reward ongoing engagement, applied skills, and synthesis of concepts. A typical offering uses a 500-point scale, for example:

Component Points (out of 500)
Class participation & in-class activities 100
Group project – short presentations 100
Quizzes 40
Midterm exam 100
Final project presentation 100
Case write-ups / discussions 50
Certification / external assignment 10

Extra credit opportunities may be available through additional certifications or participation in digital marketing competitions.

My teaching approach

I design this course to feel as close to “real” digital marketing work as possible. Students learn the underlying concepts, but we spend much of our time applying them: critiquing live websites, building campaigns for real businesses, and interpreting analytics data together in class. I emphasize:

  • Clear expectations and transparent grading.
  • Frequent, actionable feedback on both content and presentation.
  • Transferable skills that students can talk about in internships and job interviews.