The Applied Marketing Class at the University of Indianapolis: A Hands-on Approach to Social Media Marketing

In the ever-evolving landscape of digital marketing, social media has emerged as a powerful tool for businesses to connect with their target audience, build brand awareness, and drive conversions. Recognizing the importance of social media in today’s business world, the University of Indianapolis (UIndy) has taken a proactive approach to equipping its students with the skills and knowledge necessary to succeed in this dynamic field. Through the Applied Marketing Class (MKTG 495), students are provided with a unique opportunity to gain hands-on experience in managing a marketing agency, while simultaneously supporting the social media presence of the UIndy Graduate School of Business.

Course Structure and Team Formation

At the commencement of the semester, students enrolled in the Applied Marketing Class are divided into diverse teams based on their individual interests and strengths. These teams typically comprise project managers, copywriters, designers, analysts, and team leaders, mirroring the structure of a real-world marketing agency. This strategic approach allows students to leverage their unique talents and collaborate effectively to plan and execute comprehensive social media campaigns.

Industry Expertise and Real-world Scenarios

To further enrich the learning experience, the Applied Marketing Class invites industry professionals to share their insights and expertise with students. Guest speakers, such as Jennifer Lisak-Golding, Owner of Sapphire Strategies, and Rachel Boyle, Social Media Manager at OneAmerica, have graced the classroom, providing students with valuable perspectives on career opportunities and offering constructive feedback on their social media campaigns. These interactions expose students to real-world scenarios and challenges, helping them develop critical thinking and problem-solving skills.

Client Collaboration and Brand Alignment

The Applied Marketing Class enjoys a mutually beneficial partnership with the UIndy Office of Communications and Marketing. This collaboration ensures that students have access to the necessary resources and guidance to effectively apply the University’s brand elements and adhere to its social media guidelines. Through this partnership, students gain invaluable insights into the intricacies of brand management and the importance of maintaining a consistent brand identity across various platforms.

Project Management and Campaign Execution

Throughout the semester, student teams work diligently to manage their assigned social media accounts, creating engaging content, monitoring engagement metrics, and analyzing campaign performance. They utilize industry-standard tools and platforms to schedule posts, track results, and optimize their campaigns for maximum impact. This hands-on experience provides students with a deep understanding of the complexities of social media marketing and prepares them to excel in the field upon graduation.

Formal Presentation and Agency Simulation

The culmination of the Applied Marketing Class is a formal presentation, where student teams present their social media campaigns to University and School of Business leadership. This high-stakes presentation serves as an opportunity for students to showcase their hard work, creativity, and strategic thinking. The success of this class has led to the creation of the Applied Marketing Simulation Class (MKTG 497), which will continue the agency simulation model and provide students with the chance to earn a HubSpot Certificate, further enhancing their employability in the field of digital marketing.

Conclusion

The Applied Marketing Class at UIndy represents an innovative approach to education, bridging the gap between theory and practice in the realm of social media marketing. By immersing students in a simulated agency environment, the course equips them with the skills, knowledge, and experience necessary to thrive in the dynamic and ever-changing world of digital marketing. Through collaboration with industry experts, real-world projects, and a focus on brand alignment, the Applied Marketing Class prepares students to become confident and effective social media marketers, ready to make a positive impact in their chosen careers.