A-Plus: Marketing Students Try Their Hand at Technology
Students are using V12's LaunchPad to devise and execute targeted campaigns for student agency clients, he explained. "The attraction to V12 Group is student's ability to learn it quickly and marry data to the launching of email, display advertising, social media and print from one desktop system," Professor Baker said.
To date, "Approximately 200 students have gone through [the tech] training," said Vanja Djuric, University of Akron's Director of Analytics. "I would estimate that in the future we should have anywhere between 200-300 students per semester—depending on the projects and class enrollment." In few instances, the clients—often local businesses and organizations in the Akron area—have their own customer data, in which the technology acts as a customer relationship management tool, Djuric said. Most often, V12 Group-sourced data is used to identify, select and contact intended targets.
What matters most, of course, is the impact such tech use has on students. "I definitely think that using a professional tool ... has enriched my education," said Sarah Wright, who recently was graduated with an Integrated Marketing Communications degree, and is currently a Business Analytics MBA Candidate. "Having knowledge of and experience with a standard automated marketing tool sets me apart from the rest of the pool of candidates. Before, I could understand the theory behind automated marketing campaigns, but learning how to create and launch the campaign has given me the full picture. It is the type of practical, real world experience that companies are looking for in marketing candidates in today's business world where companies compete on the quality of their data and their skills in leveraging that data."
Students crave these real-world experiences. And we're all better off in our marketing organizations when it comes time to put these graduates to work. Anybody hiring?
Thank you to the University of Akron and V12 Group for offering one great example of an education-private sector partnership in our field.