a new field of certification/degree programs for higher education

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Thoughts on an

Applied Approach

to Digital Media

L I N D A M C C U T C H E O N 20 A U G U S T 2013

F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

Source of Interest

STEMS FROM A CAREER AT THE INTERSECTION OF PRINT AND

DIGITAL MEDIA, AS A EDUCATED BU GRAD

2Commitment to BU

Print &Digital Media

Advocacy for Education

TRADITIONAL

• McGraw-Hill• The Economist• Time, Inc.

RE-PLATFORMING

• Conde-Nast• NY Times

NEW INTERNET CO

• Koz, Inc.• Infomous, Inc.• Advisory to VCs

INTERNET COMMERCE

• Embedded ads• Click following• Social sharing• Predictive analytics

EXECUTIVE ROLES

• Sales / Marketing• Advertising• Operations• Content Mgmt.

10 Yrs on MET Advisory Board

TEACHING

Guest lecturing, volunteer student counseling

HIRING AND

DEVELOPING

INTERNS WHEN IN

EXECUTIVE ROLES

STUDENT ADVISORY

Helping graduating high school seniors with university selection and preparedness

PHILANTHROPY

AND FROM A DEEP BELIEF THAT A BETTER FUTURE DEPENDS ON HIGHER EDUCATIONF

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• Skills necessary to run successful web businesses -- an emerging credentialed degree space, especially re: entry and mid-level positions.

• Web employers look for and give preference to overlapping skill sets, e.g. writing, SEO, and basic knowledge of DRM.

• Already, students access applied courses in digital areas, but they do so cafeteria style.

• A comprehensive BU offering would help ensure that students get the right courses, which maximizes their career options

‣ Pursue graduate education in Emerging Media Programs.

‣ Enter the work force in a competitively superior position

• Already MET is collaborating with tk, offering courses with an applied focus, shaped to fit employer needs.

The StoryEmerging Media = Emerging Opportunity

WE HAVE GLOBAL THOUGHT LEADERSHIP

LET’S LEVERAGE IT WITH A WORLD LEADING APPLIED PROGRAM

The opportunity -- fill an emerging need for skilled web business specialists.

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F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

Many Imagine the Web to Look Something Like This

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F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

In a Daily, or 24 Hour, Web Operation, It Looks Like This

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F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

A Simple E-Commerce Site Requires Skills from Marketing to Cyber Security, to Finance

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F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

LIST OF JOB TITLES OR DESCRIPTIONS IN ONLINE MARKETING DEPARTMENT

Affiliate Marketing Manager Email Marketing ManagerSearch Engine Marketing SpecialistBusiness Intelligence Manager – Internet UsageSenior Analytics Consultant Ecommerce Communication ManagerSenior Director, Research and AnalyticsConsumer Acquisition ManagerSenior E-Commerce Marketing CoordinatorContent AnalystSenior Manager of E-CommerceSocial Content and New Media SpecialistSenior Manager, Business IntelligenceCorporate Web Project ManagerSenior Manager, Web MetricsDirect to Consumer Marketing SpecialistSenior Marketing Project ManagerDirector of Internet MarketingSenior Marketing StatisticianDirector of Consumer MarketingSenior Metrics AnalystDirector of Affiliate MarketingSenior Online Marketing AnalystDirector of Online Business DevelopmentPaid Search Operations ManagAnalyst, Internet StrategOnline Product PlannerBusiness Development ManagerSearch Engine Marketing SpecialistBusiness Intelligence Manager – Internet UsageSenior Analytics ConsultantEcommerce Communication ManagerPortal Product Manager  Social Content and New Media SpecialistSenior Manager, Business Inte

Portfolio Mgr. Web Analytics & SearchAVP, Interactive Marketing and New Media54. Product Development ManagerBusiness Analyst – EcommerceProduct Director, e-MarketingBusiness Analyst – Web AnalyticsCorporate Web Project ManagerSenior Manager, Web Metrics Direct to Consumer Marketing SpecialistSenior Marketing Project ManagerPortal Product ManagerAssociate Director, Web CommunicationsPortfolio Mgr. Web Analytics & SearchAVP, Interactive Marketing and New MediaProduct Development ManagerBusiness Analyst – EcommerceProduct Director, e-MarketingBusiness Analyst – Web AnalyticsOnline Product PlannerBusiness Development ManagerSearch Engine Marketing SpecialistBusiness Intelligence Manager – Internet UsageSenior Analytics ConsultantEcommerce Communication ManagerPortal Product Manager Social Content and New Media SpecialistSenior Manager, Business IntePortfolio Mgr. Web Analytics & SearchAVP, Interactive Marketing and New MediaProduct Development ManagerBusiness Analyst – EcommerceProduct Director, e-MarketingBusiness Analyst – Web Analytics

Positions Required in Web Site Marketing Department

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Positions Required in Web Site Marketing Department (2)

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THIS IS JUST THE MARKETING DEPARTMENT*

Email Marketing ManagerSearch Engine Marketing SpecialistBusiness Intelligence Manager – Internet UsageSenior Analytics ConsultantEcommerce Communication ManagerSenior Director, Research and AnalyticsConsumer Acquisition ManagerSenior E-Commerce Marketing CoordinatorContent AnalystSenior Manager of E-CommerceSocial Content and New Media SpecialistSenior Manager, Business IntelligenceCorporate Web Project ManagerSenior Manager, Web MetricsDirect to Consumer Marketing SpecialistSenior Marketing Project ManagerDirector of Internet MarketingSenior Marketing StatisticianDirector of Consumer MarketingSenior Metrics AnalystDirector of Affiliate MarketingSenior Online Marketing AnalystDirector of Online Business DevelopmentSenior Online Marketing Specialist

Director of Business IntelligenceSenior Web AnalystDirector of Online MerchandisingSenior Web Analytics ConsultantDirector of Search TechnologySpecialist, Online CommunicationsVP of Internet MarketingGroup Manager, Interactive MarketingVP, Product DevelopmentInteractive Marketing AnalystWeb AnalystInternet Marketing AnalystWeb Analytics ManagerInternet Operations CoordinatorWeb Analytics Program ManagerInternet Services ManagerWeb Communications ManagerManager, Online Media AnalyticsVP, Digital Marketing

* Source: Interactive Ad Bureau

F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

Nearly Every Web Site is Looking for Knowledgeable Employees

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“We are growing from 50 employees to over 300 in the next year. I

need ad ops, mobile specialists, analytics, affiliate relationship

managers, contract administrators, social media specialists, sales and

marketing people, PR execs, and of course managers. I’d take them as

interns, and if they were any good, I would hire them when they

graduated. “

Source: CEO, Web start-up

F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

A Modest Proposal

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In collaboration with, as a complement to, and with the

cooperation of the Division of Emerging Media --

• Enable students to cross register between schools

• In order to develop applied skills

• That advantages them in a vibrant digital employment market

Facilitate cross-school collaboration whenever possible.

F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

One Thing Can Lead to Another

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• Collaborative efforts between MET and other schools could provide --

- Emerging Media related Bachelors degrees as gateways to Masters and Ph.D. programs, and/or

- Certification in specific areas of digital expertise as part of Bachelors degree matriculation.

• MET is well-positioned with --

- Expertise in extended, distance, and online education;

- Expertise in providing certifications, as well as all manner of degrees;

- Other schools, to collectively work to enrich and supplement MET offerings.

• Experienced alumni have expressed interest in helping the administration deepen our bench in digital degrees.

F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

Next ?

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09.15.13 09.30.13 10.31.13 11.15.13

Decide Pilot and Set Parameters

Designate Small Group for Pilot

Design

Stakeholder Approvals

Expand Group, Create Pilot Plan with

Approval from Stakeholders*

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Start

* Expanded group to include curriculum experts, faculty from TBD colleges, and alumni experienced in developing and running web sites. Create pilot plan with approval from stakeholders

Begin credentials taxonomy curriculum development, and staffing as needed

Continue

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F O R D I S C U S S I O N P U R P O S E S O N L Y | N O T F O R C I R C U L A T I O N W I T H O U T P E R M I S S I O N

L M C A D V I S O R S

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