There have been times when I’ve toyed with the idea of getting in to teaching. Let’s pretend that today is the day and put down a straw man of a Marketing Syllabus for high school students.
I would break the elective up in to 5 stages. But before divining in, we would look at B2B vs. B2C marketing and explore fun, and equally boring, examples of companies that fall in to the B2B & B2C spaces. Companies such as:
B2C companies: Wendy’s & any hotel chain
B2B companies: Hubspot & Intel
B2B & B2C companies: Coke & Reebok (explore why that is)
The next step would be to explain what digital means, as people use the term rather loosely, as it does encompass many things, but most all of it hinges on web.
So what are the 5 stages that would take up the majority of the semester?
Stage 1: Digital/Social Marketing – explain how both of these work and how important it is to track metrics and show ROI
(explain ROI). Also talk about PPC & SEO and explain how those two work.
Stage 2: Traditional Marketing – go over mailings, PR, advertising & emails – explain how far things have come and what agencies and marketing departments do.
Stage 3: Strategy – A strategy is the glue that holds it all together. The strategy needs to hinge on company goals that marketing supports through the efforts mentioned above.
Stage 4: Metrics – Metrics/Analytics/Data/ROI/KPI’s – so many words and so many acronyms but all are important for one reason only, to explain what the department has accomplished. Google Analytics is one tool to rely on, as are specific CRM systems & email platforms that would allow for customer tracking and their readiness to buy.
Stage 5: Exam! Creating a marketing roadmap for a specific business, either B2B or B2C – this would be my favorite part from the kids. A number of companies in both B2B and B2C spectrums would be in a box and they could choose their assignment. The assignment would come with some hypothetical information about the company as well as what the marketing department is expected to do. The students would then need to put together a strategic roadmap of the various kinds of marketing activities that would drive towards a set of goals & show examples of some of those initiatives.
All kidding aside, this would be such a pleasure to teach as I have seen many things done before and many of them haven’t worked out for one main reason – the plan wasn’t followed and everyone was simply reacting to a bunch of “who’ll scream the loudest” scenarios. Flexibility in certain instances is one thing, being completely unprepared for everything and being unsure of what you’ll do tomorrow is quite another.
What do you all think? Would you take this kind of course? :)
P.S. Course two would be about new product introductions and planning for new product launches!