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How do you teach Internet marketing?

As someone who writes frequently about Internet marketing, I think of my audience as one of professionals—folks who already understand marketing (and probably Internet marketing) who want to keep up with the latest ideas. But what about new marketers, such as college students studying marketing? How are they learning Internet marketing? I learned marketing from a textbook, but can Internet marketing be learned that way?

No, says Elaine Young, marketing professor of Champlain College. At Champlain, they’ve even diced up the senior marketing into a series of one-credit courses highlighting the latest marketing tactics. I’m sure they still use books, but Elaine emphasizes the need to use the Internet to learn Internet marketing.
But the most striking part of her post talks about how students use the Internet for fun, but are floored to get a job interview through Facebook. Unlike veteran marketers who are adapting to Internet marketing as a new tactic for accomplishing age-old marketing goals, college students are coming from the opposite perspective. They are veterans at the Internet, but are adapting to its use in marketing.
So many people talk about cross-functional teams, but maybe cross-generational teams are the next big thing. Veteran marketers can team with young Internet-savvy types who are green at marketing. Maybe it’s so obvious that everyone is doing it already, but I haven’t seen much of it. We’ve always had older marketers working with younger marketers, as in any profession, but are any companies actively recruiting college students and placing them in teams with senior people to attack Internet marketing?


Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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