Digital Masters Academy - Typepad · 2016-06-22 · Fundamentals of AdWords 14 Oct Advanced Search...

Confidential + Proprietary

Digital Masters Academy


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


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


Digital Masters Academy (DMA)


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


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


The exams

Confidential + ProprietaryConfidential + Proprietary

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


Type of projects

18,75%

21,87%18,75%

9,37%

6,25%

12,5%6,25%

6,25%


Type of industries

37,5%33,3%

6,25%

6,25%3,12%

3,12% 3,12%

Agencies Retail Publisher Media Travel Pharmaceutical Freelancer


Location of jobs

8%

37%

17%

31%

West-Vlaanderen Oost-VlaanderenAntwerpenRegio Brussel


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


http://www.youtube.com/watch?v=Xa7P7_tYpd8


What’s next?


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


What’s next:

Program: DMA (Wave1)

2000 students - 13 Academic Partners - before end of 2016


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


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


sessions


Wave 2: Brussels-Liege

Graduation DMA

Timings - Roadmap: Wave 1

Student Marketing Hub Student Marketing Hub




sessions

Educ

atio

nOu

tpla

cem

ent



Graduation DMA

Wave 1- Brussels-Gent


sessions



Graduation DMA


Pop-up HR Café

OutplacementWave 2: Brussels-Liege

Pop-up HR Café

Outplacement






sessions

Educ

atio

nAc

adem

ic Pa

rtner

sOu

tpla

cem

ent



Graduation DMA

Wave 1- Brussels-Gent


sessions



Graduation DMA


Pop-up HR Café

OutplacementWave 2: Brussels-Liege

Pop-up HR Café

Outplacement

Wave 1: Brussels-Gent


University Check-in

PR support PR support

PR support PR support



University Check-in

University Check-in

University Check-in

University Check-in

University Check-in


DMA Wave 1

Insert slide Student Hub

Link: Student hub

https://digitalewerkplaatsvoorstudenten.withgoogle.com


DMA Wave 1

Insert slide Student Hub


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


What’s next? - Screening


3 interviews / student3 interviews / company

What’s next? - Matching


What’s next? - Placement

Focus on

★ Regions

★ Bigger portfolio

★ Variation of type of job


What’s next? - PlacementIMPORTANT

★ Students will be working as ‘jobstudenten’ of ‘werkstudenten’

★ NOT an internship

★ Will be paid €10/hour


What’s next:

Program: DMA +1DMA Black Belt

Digital marketing program for Academic Professionals


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.

https://digitaalatelier.withgoogle.com/



https://brandlab.withgoogle.com/



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


Digitaal Atelier

Digitaal Atelier

Digitaal Atelier


Discussion - Asks


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


Thank you!Questions?


APPENDIX


Planning 2016


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

https://digitalewerkplaatsvoorstudenten.withgoogle.com/


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.


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


★ Global online marketing challenge

★ Create real AdWords campaigns for real businesseswith real money

★ amazing prices

★ Practical assessment DMA

The Google Online Marketing Challenge


★ Awards & Recognition

★ Community Support

★ First Hand Experience

★ Real Money

★ Teamwork

★ Career Development

★ Practical Assessment


PRICES ONLocal

NationalContinental

Global

Trip to Mountain View California


Graduation!

Surprise Ceremony @ Google Office


Step 3: Screening (December)


404,800 bachelor/master students in Belgium

207,000 engaged in student job



Interview with Bloovi Me consultant

★ Testing for soft & hard skills

★ Your Ambitions & Availability

★ Advice on your CV & for job interviews



Step 4: Placement (February)



16hours 10€

per week per hour


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

Digital Masters Academy - Typepad · 2016-06-22 · Fundamentals of AdWords 14 Oct Advanced Search...

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