Essay for Nivea Company
Real World Marketing
SYLLABUS
MARKETING
AMPUS MAP NIVERSITY C U
Content Café Library Demand Gen
Crowdsourced Auditorium
ation Email Registr Of ce
itute Branding Inst
SEO Labs
Real World Marketing Syllabus 2011-2012
Students: Welcome to the Real World of Marketing! This course is designed to equip you with the knowledge needed to be a successful, modern marketer. Forget what you have learned about marketing. Now is the time to build new skills to compete. It’s hard to find a profession that has changed more than marketing. A rapidly changing technological landscape and shifting consumer behavior have eviscerated the marketer’s comfortable command-andcontrol world of branding, advertising and the 4Ps. A brand is now what Google says it is. Have a great TV spot? Well, remote controls and DVRs are the ubiquitous commercial-avoidance tools of choice. If consumers aren’t seeing your ads, well surely they’re still engaging with your sales people and your website. Nope. Consumers seek advice from trusted friends – and marketers, sales people and corporate Websites are not in that peer network. They’re increasingly seeking advice from LinkedIn Groups, Facebook friends, Quora and Focus. Have a shiny new press release? The only change is that these days the release has no real news in it, but is chock full of links to improve natural search results. How is your blog performing? What’s your personal Klout score? Is your content up on YouTube, SlideShare, Vimeo and dozens of other places? How is your social sentiment trending on Radian6? What’s your SenderScore? You know, if it’s too low, all those beautiful emails you have been creating will never get to your intended recipients. How are your SQOs converting? Are you using Flash or HTML5 on your website? How many MQLs did you generate from that big trade show? And what’s your cost per MQL? What’s a marketer to do? Regrettably, textbooks and MBA classes have fallen behind the actual practice of
SYLLABUS
MARKETING
AMPUS MAP NIVERSITY C U
Content Café Library Demand Gen
Crowdsourced Auditorium
ation Email Registr Of ce
itute Branding Inst
SEO Labs
Real World Marketing Syllabus 2011-2012
Students: Welcome to the Real World of Marketing! This course is designed to equip you with the knowledge needed to be a successful, modern marketer. Forget what you have learned about marketing. Now is the time to build new skills to compete. It’s hard to find a profession that has changed more than marketing. A rapidly changing technological landscape and shifting consumer behavior have eviscerated the marketer’s comfortable command-andcontrol world of branding, advertising and the 4Ps. A brand is now what Google says it is. Have a great TV spot? Well, remote controls and DVRs are the ubiquitous commercial-avoidance tools of choice. If consumers aren’t seeing your ads, well surely they’re still engaging with your sales people and your website. Nope. Consumers seek advice from trusted friends – and marketers, sales people and corporate Websites are not in that peer network. They’re increasingly seeking advice from LinkedIn Groups, Facebook friends, Quora and Focus. Have a shiny new press release? The only change is that these days the release has no real news in it, but is chock full of links to improve natural search results. How is your blog performing? What’s your personal Klout score? Is your content up on YouTube, SlideShare, Vimeo and dozens of other places? How is your social sentiment trending on Radian6? What’s your SenderScore? You know, if it’s too low, all those beautiful emails you have been creating will never get to your intended recipients. How are your SQOs converting? Are you using Flash or HTML5 on your website? How many MQLs did you generate from that big trade show? And what’s your cost per MQL? What’s a marketer to do? Regrettably, textbooks and MBA classes have fallen behind the actual practice of