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Digital Transforms Business School Education
Ira Kaufman PhD Lynchburg College School of Business
January 18 2015
The Pain Point
IBM 2014 Global CMO Study. compares global CMOs level of digital preparedness -
In 2011, 71 % felt underprepared to deal the explosion of marketing data, as compared to 82% in 2014 .
66% reported that they’re not ready to cope with social media, marginally less than 2011.
Our Responsibility
“By 2018 the US is predicted to lack around 1.5 million managers and analysts with sufficient technical and digital know-how to make effective decisions, and the picture in the UK is similar. Big data, web analytics, mobile, content marketing and social media are the future of marketing but they are also the most difficult skills for which to recruit. This presents a challenge for both marketing employers and educators.”
Lorna Walke, senior lecturer and programme director in the Business & Management faculty of Regent’s University London Business School
Digital Transforms Business
Organization- Digital Marketing pervades all functions of the organization transforming it both internally and externally
Marketing function- Transparency and customer experience transforms Marketing–add values, social media and participation to the marketing mix
IT function- Big Data, the Cloud and digital technologies increase the role of IT in decision-making corporate strategies
HR function- the four generation organization, reverse mentoring, and talent acquisition suggests the critical role of “talent” in creating competitive advantage
Finance function – digital payments to digital marketing, business looks for new ways to generate value. In addition the digital culture is bringing corporate principles to the front and suggesting that sustainable outcomes become the result through creating shared value.
Pieces to the Digital Puzzle Content Paradox: The idea of transmitting digital content openly
and transparently contrasts with the interests of the entrenched executive focused on controlling the message and its distribution.
Literacy Paradox: Digital is being adopted at an exponential rate by consumers, but more than half of CMOs admit they are not technically or analytically prepared to address this opportunity.
Marketing Paradox: Traditionally, marketing has operated in its own independent silo and has been focused on customer acquisition and engagement; now its functions and technologies are beginning to pervade all aspects of the organization.
Organizational Paradox: Executives expect digital to transform their companies, but their organizations are not structurally or technologically prepared for the speed and complexity of this change.
Sustainability Paradox: Some two-thirds of organizations consider sustainability a significant issue yet a only small percentage have fully implemented sustainability initiatives; many more have not incorporated such initiatives into their strategic planning.
Performance Paradox: As a rule, businesses with superior performance (in terms of sales or revenue) feel better prepared for digital transformation and have invested more resources in digital marketing than lower performers.
How to incorporate these changes into a digital marketing course
Customer experience
Big data
Social customer relationship management
Social branding
Integrated digital marketing
Social return on investment
Digital involvement cycle
Digital alignment/organizational restructuring
Create Digitally Integrated Learning Environment (DILE)
Engaging, integrated contentInteractive, innovative instructional
methodologies Focus on learner experience Deliver live updates digitally
DILE – Core Concepts
Student-Centricity – The learner experience (LX) is the primary focus.
Social Community – The classroom is a living digital laboratory of a “student social community” with common interests.
Collaboration – In collaborative learning, the instructor and students are partners in learning
Integration – Integration permeates the entire course: integrating media, integrating values and goals with actionable strategies and tactics.
Applicability – Concepts are experienced and ingested through group exercises, rather than memorized and regurgitated.
Digital Transforms the Learning Environment
Students- Millennials live the digital culture with different values, learning styles and expectations; they translate their social media expertise to strategic applications.
Instructors – They must adopt the digital mindset (values, listening, responsiveness) as a partner in learning
Classroom – In order to engage the millennial, the instructor must transform the learning environment from being instructor dominant to learner centric or creating a experiential, collaborative social community
Textbook- The static print textbook must be transformed to an interactive, updatable, and flexible digital learning resource integrating all of the changes cited above
The Proof of Concept
Digital Marketing:
Integrating Strategy and Tactics with Values
Input from academics and digital experts
Designed by millennials
Refined by students
Traces 5 steps to Digital Integration- Mindset, New Marketing Normal, Integrated Digital Marketing,
Alignment Sustainability
Updated via Digital Marketing Resource Center
Transforms a static print publication to digital via augmented reality
Download Zappar.com AppAnd hover over the zapcode
Content Delivered Digitally
About the PresenterIra’s 35 years of marketing experience spans three worlds – business, non-profit, and education. Earning his PhD in marketing from Northwestern’s Kellogg School of Management, he advanced initiatives in social marketing with Professor Philip Kotler. As Executive Director for Legacy International, Ira developed a cultural sensitivity integrating values and sustainability into workshops on marketing strategy in Asia and the Middle East. He taught digital marketing at the senior executive programs of Kellogg and Virginia Tech, and currently is designing innovative courses on digital marketing and social entrepreneurship at Lynchburg College School of Business and Economics. As a digital strategist and president of Entwine Digital, he helps companies ranging from multinationals to start-ups with their social branding and integrated digital marketing and transformation strategies. Co-author of Digital Marketing: Integrating Strategy and Tactics with Values
[email protected]://www.linkedin.com/in/irakaufman http://twitter.com/ira9201 https://plus.google.com/u/0/+IraKaufman9201/posts
..© 2015
Dr. Ira Kaufman
