OER for digital marketing course (MKTG 3333 Digital Marketing)

Before I developed the OER for this course, I researched various textbooks and interviewed several former students who had their own digital marketing agency and/or had recent work experience in digital marketing. From that research, I identified 14 topics to include in the course. This number works well with different term lengths: 1 topic per week for 15-week course (with a certification exam serving as the final exam in week 15); 2 topics per week in the 7-week term; 3 topics per week (2 in Week 1 to allow for setting up software/accounts needed for class) in 5-week summer term. I joined the HubSpot Education Partners Program to provide students with free access to an enterprise-level subscription to HubSpot’s CRM platform (used by over 150,000 businesses worldwide). This allowed me to supplement their publically-available lessons and certifications (HubSpot Academy) with access to the actual platform. I developed three “application exercises” that provide students with hands-on experience with a commercial CRM platform (designing a landing page, writing a blog post, composing & sending & evaluating a promotional email message). Content selected consists of videos, blogs, ebooks, toolkits, and interactive lessons/tools related to digital marketing. All included videos are ADA-compliant (include human-generated captions). HubSpot video lessons also include PowerPoint slides and a transcript; some even provide support for multiple languages (which may be helpful for international students). The following sections identify the title of the learning resource, URL (link), creator, type of content, date, length (if applicable) and a description that summarizes the content and explains why I selected it.