I finally got my certificate for completing a digital marketing class at Wake Forest University School of Business. A group of us took the eight-week course during the summer, since it was taught by our CEO and the cost covered by work. I never had any sort of marketing education before this. There are things I read online, but nothing structured like this. It was interesting because I already knew some of what covered—by experience in working in-house on brands that sold on Amazon, but I didn’t have vocabulary for it until this course.
Besides lectures and discussions, we read two books: Eating the Big Fish and The Art of the Pitch. Even though Eating the Big Fish is somewhat dated, it was still nice to read for the cases. Overall, I found case studies (either reading or doing exercises to solve them) a good way to learn. Challenger brands were a fun market position to work from since they’re already established, but maybe are failing at awareness or having to shake off some sort of reputation.
The course ended on a capstone in group presentations coming up with multi-channel strategy solutions for John Deere’s small non-powered hand tool product line. My group ended up throwing some creative concepts as part of our solutions because we lucky enough to have both a designer and copywriter hahah. Parts of each group’s presentation were used for an actual pitch to John Deere by the agency.
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