Digital Masters Academy -...
Transcript of Digital Masters Academy -...
Confidential + Proprietary
NEED for ecosystem that educates and
activates students in digital
marketing
Why create a project as Digital Masters Academy?
Lack of digital knowledge within BE SMB’s
Scarcity of qualified people within the market (agencies & SMB’s)
207,400 students engaged in student jobs but only 1,600 in marketing sector
Universities struggling to integrate Digital in their curriculum
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The Digital Masters Academy
Training Assessment Screening Placement
➔ Become a digital marketing master➔ Learn how to work with Google AdWords (certified)
➔ Gain relevant and valuable experience
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The numbers 2015-2016
280 students Registered for introduction session
214 students Registered for DMA
≤ 200 students Session 1 (Fundamentals of AdWords)
125 students Session 2 (Search Advertising)
140+ students Session 3 (Display Advertising)
140+ students Session 4 (Analytics)
84 students Subscribed for BOMC
72 students Graduated first DMA
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The exams
A B C
77% pass-rate 70% pass-rate 63% pass-rate
A B C
291exams taken 84 exams taken 49 exams taken
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Overall Program 4.4
Fundamentals of AdWords 4.2
Advanced Search 2.9
Advanced Display 4.0
30/72Sample Size
Analytics 4.6
BOMC Info Session 4.1
BOMC Experience 4.2
1 - 5Scale
“More personal guidance within BOMC... ”
“Maximum of 1 session per week... ”
“... More time and budget for the BOMC”
Feedback DMA Students
Placement
Placement
Other?
Contract
22 matches42 students 6 fix contracts
ScreeningGraduates
72 students
9 found other job/internship2 dropped out 9 (5 ENG) no match
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Type of industries
37,5%33,3%
6,25%
6,25%3,12%
3,12% 3,12%
Agencies Retail Publisher Media Travel Pharmaceutical Freelancer
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Location of jobs
8%
37%
17%
31%
West-Vlaanderen Oost-VlaanderenAntwerpenRegio Brussel
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How DMA is changing lives
Meet Charlotte
● Originally from Belgium
● Studied Business Management at Artevelde & Post Graduaat Digitale Marketing at EHSAL
● Worked as a jobstudent in the horeca
● Was placed @ Xpower and received a fixed contract
Meet Lynn...
● Originally from Belgium.
● Studied Economics & Digital Marketing Communication
● Worked at restaurant during her studies
● First DMA-graduate that received a permanent contract
● Currently working @ BBDO as Search Expert
Meet Emin...
● Originally from Azerbaijan.
● International student at KU Leuven.
● Master in Business Administration
● Currently working @ Wolters Kluwer as Digital Marketing Analyst
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What’s next:
DMA (Wave1):
● 2000 students ● 13 Universities● before end of 2016
DMA +1:
DMA Black BeltDigital marketing program for Academic Professionals
2 Programs
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What’s next:
Program: DMA (Wave1)
2000 students - 13 Academic Partners - before end of 2016
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DMA Wave 1 Partners confirmed (WAVE 1):
● Antwerp Management School● Artevelde Hogeschool● Ehsal DMC● HoGhent● HoWest● KULeuven● Odisee● PXL Limburg● Thomas More
Partners TBC:
● Erasmus Hogeschool● Universiteit Antwerpen● Universiteit Gent● VUB
Estimated potential of 2000 students for Wave 1
Locations:- Ghent & Brussels- (Antwerp & Hasselt based on size)
660 students DMA certified by December 16
330 entering the market as digital expert from Feb17
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Sept Oct Nov Dec Jan Feb March April May June July AugAmbition
Training:5 weeks - 5
sessions
Educ
atio
n
Google Online Marketing Challenge
Wave 1: Brussels-Gent/Antwerp
Graduation DMA
Training:5 weeks - 5
sessions
Google Online Marketing Challenge
Wave 2: Brussels-Liege
Graduation DMA
Timings - Roadmap: Wave 1
Student Marketing Hub Student Marketing Hub
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Sept Oct Nov Dec Jan Feb March April May June July AugAmbition
Training:5 weeks - 5
sessions
Educ
atio
nOu
tpla
cem
ent
Google Online Marketing Challenge
Wave 1: Brussels-Gent/Antwerp
Graduation DMA
Wave 1- Brussels-Gent
Training:5 weeks - 5
sessions
Google Online Marketing Challenge
Wave 2: Brussels-Liege
Graduation DMA
Wave 2: Brussels-Liege
Pop-up HR Café
OutplacementWave 2: Brussels-Liege
Pop-up HR Café
Outplacement
Timings - Roadmap: Wave 1
Student Marketing Hub Student Marketing Hub
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Sept Oct Nov Dec Jan Feb March April May June July AugAmbition
Training:5 weeks - 5
sessions
Educ
atio
nAc
adem
ic Pa
rtner
sOu
tpla
cem
ent
Google Online Marketing Challenge
Wave 1: Brussels-Gent/Antwerp
Graduation DMA
Wave 1- Brussels-Gent
Training:5 weeks - 5
sessions
Google Online Marketing Challenge
Wave 2: Brussels-Liege
Graduation DMA
Wave 2: Brussels-Liege
Pop-up HR Café
OutplacementWave 2: Brussels-Liege
Pop-up HR Café
Outplacement
Wave 1: Brussels-Gent
Wave 2: Brussels-Liege
University Check-in
PR support PR support
PR support PR support
Timings - Roadmap: Wave 1
Student Marketing Hub Student Marketing Hub
University Check-in
University Check-in
University Check-in
University Check-in
University Check-in
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DMA Wave 1
Insert slide Student Hub
Link: Student hub
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What’s next? - Screening
Interview with Bloovi Me consultant
★ Testing for soft & hard skills
★ Student’s Ambitions & Availability
★ Advice on CV & for job interviews + plenary session
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What’s next? - Placement
Focus on
★ Regions
★ Bigger portfolio
★ Variation of type of job
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What’s next? - PlacementIMPORTANT
★ Students will be working as ‘jobstudenten’ of ‘werkstudenten’
★ NOT an internship
★ Will be paid €10/hour
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What’s next:
Program: DMA +1DMA Black Belt
Digital marketing program for Academic Professionals
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DMA Black Belt Digital Marketing 2.0:Digital marketing course with a broad scope on the different possibilities in digital (social, mobile,etc). Next to that we will organize a certification process, in collaboration with Google Partners, where we focus on Fundamentals, Display, Mobile & Analytics. Link: Digitaal Atelier
Brand Innovation:BrandLab is an opportunity to promote a digital-first mindset and behavioral change. We help clients think strategically and creatively about their upper funnel challenges, and brainstorm together to develop solutions using (Google’s) tools and technologies. Link: BrandLab
Tools & Research:Session with a strong focus on research and tools provided by Google (together with independent 3rd Parties) and that are freely accessible for the market.
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Sept Oct Nov Dec Jan Feb March April May June July AugAmbition
Training Google Partners
Educ
atio
nGO
MC
Brandworkssession
Wave 1: Brussels-Gent/Antwerp Wave 2: Brussels-Liege
Wave 1: Brussels-Gent
Timings - Roadmap
Digitaal Atelier Hub
Tools & research session
Training Google Partners
Brandworkssession
Digitaal Atelier Hub
Tools & research session
Wave 2: Brussels-Liege
Digitaal Atelier
Digitaal Atelier
Digitaal Atelier
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Discussion /Asks
People Location(s) Promotion
● Number of students participating● DMA Ambassador / Program
manager @ University● Number of lecturers/ professors
participating
● Region/ Cities● Availability & size of
Auditoria
● Communication to students● Social Media, Mailing,
Promo-material
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Step 1: Training (October)
Session Date
Introduction on Digital Marketing 7 Oct
Fundamentals of AdWords 14 Oct
Advanced Search Advertising 21 Oct
Advanced Display Advertising 28 Oct
Google Analytics 4 Nov
Digitaal Atelier for Students (online modules) Oct
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Step 1: Training (October)
★ Train you in digital marketing and prepare you to work in a professional and creative environment.
★ Get a good understanding of digital media in a neutral way (Social Media, Mobile, Programmatic buying,etc) a
★ Specialize you in working with Google AdWords.
★ Have fun! Googley training.
★ 18 hours | 5 sessions | 3 exams
★ and… a little bit of self-study.
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Online Exams
1. Fundamentals of AdWords (!)
2. Advanced Search Advertising OR
Advanced Display Advertising
3. Google Analytics (!)
GOMC
1. Google Online Marketing Challenge
2. Short Post-performance campaign report
Step 2: Assessment (November)
www.google.com/onlinechallengewww.google.com/partners
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★ Global online marketing challenge
★ Create real AdWords campaigns for real businesseswith real money
★ amazing prices
★ Practical assessment DMA
The Google Online Marketing Challenge
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★ Awards & Recognition
★ Community Support
★ First Hand Experience
★ Real Money
★ Teamwork
★ Career Development
★ Practical Assessment
The Google Online Marketing Challenge
PRICES ONLocal
NationalContinental
Global
Trip to Mountain View California
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404,800 bachelor/master students in Belgium
207,000 engaged in student job
Step 3: Screening (December)
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Interview with Bloovi Me consultant
★ Testing for soft & hard skills
★ Your Ambitions & Availability
★ Advice on your CV & for job interviews
Step 3: Screening (December)