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Tag: MS in Digital Marketing and Design (page 1 of 2)

Student Spotlight: Yusing Tsou

May 8, 2023 / / 0 Comments

Meet Yusing Tsou ’23

Vancouver, BC, Canada

Full-time Student

MS in Digital Marketing and Design

In her spare time, Yusing likes to attend live rock shows, reverse engineer recipes, and volunteer for various non-profits throughout the year.

Get to know Yusing!

Why did you choose Brandeis GPS? 

Brandeis GPS was the right choice for me — as an American living abroad, my MS needs to be globally recognized. Brandeis University has an excellent reputation in the United States and abroad, plus the Digital Marketing program is ranked highly. 

What inspired you to choose your field of study? (How did you discover the field? What motivated you to pursue further education?)

​​I was invited to work on a boutique law firm’s website, blog, and social media channels. This opportunity helped me realize that I have a knack for digital marketing. Specifically, I found analytics fascinating. I discovered a whole world of data behind the interface and wanted to explore more.

 How have you enjoyed your experience at Brandeis thus far?

Something that I appreciate about Brandeis is that each instructor will give students the tools necessary to succeed, regardless of their past experience with digital marketing. It is then on the student to determine the quality of education they experience.

For example, my first class was intimidating — it felt like all my classmates were experts, and here I was with (what felt like) no real experience. I persevered by taking advantage of all the class tools provided and reading all the resources suggested by the instructor to fill-in my knowledge gap. As I have taken more Brandeis classes, my foundation of knowledge has built over time into a solid understanding of digital marketing best practices. 

Additionally, I enjoy connecting with my classmates. I have made a few dear friendships at Brandeis GPS, and we have supported each other in completing the program.

What has been your favorite class to-date? Why?

I do not have a favorite class because all of my classes have been equally helpful in developing my career. I have enjoyed learning from a few key faculty members: Meredith Fortney, Ross Morrone, Garrett Gillin, David Lumerman, Mary Caraccioli, Edward Gazarian, and Sarah McMaster.

What are your hopes and aspirations for the rest of your time at Brandeis? 

I am in my last session before completing the MS program, and I hope to finish strong.

What are your plans for after graduation?

As the global economy recovers from COVID, I plan on keeping an open mind about job opportunities. 

What advice would you give to incoming students?

  1. Get familiar with your syllabus;
  2. Learn keyboard shortcuts; and
  3. Get comfortable with ambiguity.

For more information on the MS in Digital Marketing and Design or any other GPS programs, visit our website.

 

Faculty Spotlight: Digital Marketing and Design

February 27, 2023 / / 0 Comments

Dr. Kyle Allison headshot - man smiles into cameraFaculty: Dr. Kyle Allison

Program: Digital Marketing and Design

Course: RDMD 110: Search Engine Marketing and Optimization

Education: California Intercontinental University, DBA; Amberton University, MBA; University of North Texas, BA

Bio: Dr. Kyle Allison is known as The Doctor of Digital Strategy. He is an author, business & marketing professor, and senior executive in the e-commerce & digital marketing industry. Having worked for some of the top retail organizations in the industry, from Best Buy, Dick’s Sporting Goods, & the Exchange, Dr. Allison has led high-impact digital strategies in technology, marketing campaigns, e-commerce experiences, and more. Focused on enthusiasm, education, and excellence, the core of the business strategy is in all pillars of his academic and professional work experience.

As a passionate professor with experience in a wide variety of digital marketing, analytics, management, and business subjects, Dr. Allison enjoys guiding the next generation of digital marketing professionals.

What can students expect to learn in this course? 

Students will learn in SEM and SEO the framework, concepts and relevance of these disciplines. Students will learn and appreciate the knowledge they will gain on what keyword research is, and how to strengthen google search ranking based on SEO type strategies. In addition, students will learn about paid listings or paid search ads, that help generate brand awareness and website traffic. Also, sometimes individuals may think that SEO is just about the keywords, and it is, but in this class we will teach the importance of the entire website experience as well, and how that helps boost rankings of search results. There is a good amount of both analytics but creative elements of SEO and SEM so it serves a good balance for any learner type.

What do you enjoy about teaching this course?

I look forward to being able to tie the course content to real world application. SEO/SEM constantly changes in real time, so with this very real-time digital channel, I look forward to engaging the students on these concepts.

Anything else you would like to share with a prospective student?

If you love technology and solving puzzles, this class is for you!

For more information on the Digital Marketing and Design MS or other online master’s degrees available at GPS, please visit brandeis.edu/gps.

Faculty Spotlight: Ross Morrone

January 9, 2023 / / 0 Comments

a family of five huddle together and smile at the cameraFaculty member Ross Morrone teaches courses in both the Strategic Analytics and Digital Marketing and Design MS programs. Ross is passionate about sharing his professional experience with students to give them a unique perspective on marketing, analytics, and more. He earned his MS in Computer Information Systems from Youngstown University. Ross has personal marketing ventures that include his podcast This is Marketing and a YouTube channel to document his family’s summer camping adventures.

What led you to the marketing field?

I started my career in 2006 as a web developer at Youngstown State in Ohio. It might be surprising, but I have no formal education in marketing. At that time the Internet was moving faster than any marketing office could keep up with and I saw opportunities to immerse myself into new trends and technologies that were keeping pace. I wouldn’t say I led myself into the marketing field as much as I would say that it grabbed ahold of me. I fell in love with the idea that through design, marketing, advertising and branding I could help connect customers in a meaningful way to whatever any business was selling.  

What industry trend is currently exciting you?

The focus on data! Data rules the world and I’m excited that there is this trend in higher education that is focused on programming around helping to create professionals that understand how that data impacts everything from marketing to business operations. The challenge is creating teams that can share that data between one another to help improve those operations in a strategic way. 

What are your best hopes for the students in your courses?

My hope when I started teaching was to bring my own professional experiences to my courses and give students a practical understanding of how marketing works. Over the years, I got to see those ah-ha moments in the discussions where I knew they were taking my lessons and applying them to their own careers. At the end of the day, I teach because I believe through my own career wins and losses that I have experience that will help others. I want every student to walk away after 10 weeks with ideas that will help them in their own careers – the best part is I get to see this all the time. It’s really rewarding! 

Any advice for students or alumni who are job searching or preparing for a marketing job search in the near future?

Do not settle on one idea of what marketing is. Marketing is 1,000 different things that make up the whole. Read about new trends, think innovatively and try everything you can. I’ve failed over and over with marketing ideas, not landing a client I wanted to or investing in a campaign that did not turn out well – and I still do all the time. It’s through that process I have a better understanding of why and what needs to be done differently to be successful for whatever business I am working with. It’s easy to feel like you have imposter syndrome in marketing when a marketing strategy doesn’t pan out the way you thought it would, but if you are willing to learn from it you will continue to flourish in your career. 

What is a fun fact about you that Brandeis GPS community members may not already know?

My wife, Steph, and I manage a YouTube channel (@smorervfun) that focuses on following us around when we camp with our kids in the summer. It’s our second YouTube channel that we have (the other is @RandomReviewsHowTos) that we are hoping to monetize next year. Is this a cheap marketing plug? You betcha! But it’s a great way for us to capture those moments with our kids and have others follow along, plus, we have those videos to watch forever. We’ve also made a lot of friends that we get to regularly see at campgrounds that have found us through YouTube and it’s awesome to have that community on the trails! 

For more information on the Strategic Analytics MS, the Digital Marketing and Design MS, or other online master’s degrees available at GPS, please visit brandeis.edu/gps.

Alumni Spotlight: Paulita Chartier

June 20, 2022 / / 0 Comments

Alumni Spotlight

Program: Digital Marketing and Design

Graduation Year: 2021

Paulita is from Dry Prong, Louisiana. In her free time, she enjoys reading, photography, hiking, and bike riding.

Q: Why did you choose Brandeis GPS?

A: I searched for months for the perfect digital strategy program. I wanted to learn SEO, content creation, digital marketing strategy, social media, and anything else that I could use to hit the ground running in starting a new job. I wanted to learn all the things I would have learned had I still been working but missed out due to being out of the industry for five years. And I wanted to learn it from a highly respected institution that showed good job results after graduation.

After months of research, I chose Brandeis University Graduate Professional Studies’ Master of Science in Digital Marketing and Design program. The program requires courses that directly meet the needs of students interested in becoming professionals in my intended career, which is that of a digital strategy and media expert. This is a job in high demand and compliments my 30 plus years in mass communication. Many programs offer certificates in digital media; however, I wished to bolster myself with as much education and expertise as possible, making a master’s preferable to a certificate program.

I thoroughly researched a plethora of master’s programs. My criteria included class relevance to demand, school reputation, and accessibility via online programs. Although I uncovered master’s programs targeted towards learning digital strategy, the school that came up heads above the rest according to my criteria was far and away Brandeis University’s GPS program.

Q: What inspired you to choose your field of study?

A: I’ve worked for 30 years in mass communication, primarily public relations, copywriting, design, and photography. I have truly loved it. One of the very best parts of my career was learning innovative technologies. The Mac debuted in 1984 and so did I, having graduated in 1984 with my Bachelors of Arts in Journalism. So I’ve grown up with the technologies as they have improved. My industry is zooming towards digital media and I wanted to become an expert in this field, so I chose to obtain a Master’s in Digital Marketing and Design.

Q: Did you enjoy your experience at Brandeis GPS? 

A: I tremendously enjoyed my time at Brandeis. The classes were the right size, the instructors were inspiring. The course material was excellent and prepared me for the new world of digital marketing and communications. 

Q: What have you been working on since graduation?

A: I plan to freelance with my own company, Chartier Digital Strategies. Mostly, I want to gain employment with a firm specializing in digital work and learn as much as I can from that organization. I don’t really plan on retiring until very late in life. I’m not sure what I’d do with myself!

Q: What advice would you give to incoming students?

A: Download all learning material as early as possible. Scan the expectations for the week. Then set a schedule and stick with it. You don’t want to fall behind. Don’t hesitate at all to ask instructors for help or advice. With me, they were more than helpful and they were kind! There are no stupid questions.

Q: What class did you find to be the most applicable to the work you do today?

A: Geez, it’s hard to say which has been the most applicable class. They all were very informative and often fun. The required classes kept getting better as far as being relevant in the real world.

Brandeis GPS Student Spotlight

June 13, 2022 / / 0 Comments

Student Spotlight

Refaya Priya ‘23

Lowell, Massachusetts

Sales and Marketing Coordinator @ Intertek Small Business Owner @ Renaz Stylofy Founder and Dance Director @ TDS

Program: MS in Digital Marketing and Design

Refaya is a Bangladeshi-American student living in Lowell, MA, with her parents and younger sister. Aside from her professional experience, she loves to do community service. She served as the youngest Cultural Secretary of one of the oldest Bangladeshi organizations in the New England area for the 2018-2019 term. It was a very successful term, and she was also awarded for her work. 

Refaya has also been dancing since the age of four and earned many National and International awards before she immigrated here with her family in 2014. She has since continued to dance and has a team of 30 people at present. In her spare time, Refaya enjoys spending time at the dance school she owns and spending quality time with her family.

Get to know Refaya Priya! 

Why did you choose Brandeis GPS?

Brandeis has a great reputation. It’s an honor to get accepted into a prestigious university.

What inspired you to choose your field of study?

I work in the marketing department at Intertek and run my small business part-time. We live in a digital era where digital marketing and design would help me in both the prospective side and the technical side of marketing. 

I also want to promote the work of my dance school outside MA to showcase our creative works. My team was the first Bangladeshi team to be invited out of state to perform in NY and CT. Digital marketing plays a huge role in today’s world, and any field must maintain the best of the best social image.

How have you enjoyed your experience at Brandeis thus far? 

Everyone has been so helpful. I am very much delighted.

What are your hopes and aspirations for the rest of your time at Brandeis? 

I am looking forward to exciting opportunities and gaining more insights into the new era of digital marketing. 

What are your plans for after graduation?

Higher level management positions and/or become one of the best young entrepreneurs taking my small business to reach new heights 😀

What advice would you give to incoming students?

Research the market where you want to study and only apply when you find a subject curious and interesting. This is because you enjoy learning when you find the field interesting. It’s like finding your ikigai. 

Alumni Spotlight: Annie Harrison

March 16, 2022 / / 0 Comments

Program: Digital Marketing and Design MS

Graduation Year: ’21

Current Company: The Heller School for Social Policy and Management at Brandeis University

 

How a background in journalism has been an asset to my master’s studies and career in strategic communications & marketing

When I made the decision to transition from a career in journalism to a career in media relations and marketing, I knew I needed to broaden my skill set. While I had plenty of writing experience, I did not have a background in design or data analytics. I had taken a few graduate classes previously at another institution, but I hadn’t yet found a program that I felt would prepare me for the fast-evolving environment and challenges of communicating in a digital era.

I was fortunate enough to enroll in GPS’s Digital Marketing and Design program while as a staff member at the Brandeis Library, and immediately I knew I was in good company. Although my faculty and students came from different industries, we all had similar interests and had experienced similar challenges in our work, such as needing to increase newsletter open rates, improve user experience navigating websites, and make our content more accessible. It was encouraging to see so many of my peers had similar career paths and could relate to the experience of going from writing news articles to pitching story ideas and building multichannel marketing campaigns.

My writing background was an asset when I started the program, and I was eager to learn how to take those fundamental skills and create marketing content that was both concise and meaningful for our audiences. I appreciated how I could take each week’s lesson and almost instantly apply it to my work designing newsletters, building webpages, and drafting social media content. Being able to share my real-world successes and struggles with my classmates and learn from their insights helped me become not only a better writer but also a more strategic communicator overall.

I had only taken traditional classes before, so I was initially concerned about whether the online format would be a good fit for me, but I found that I felt more connected to my faculty and classmates through engaging in regular assignments and message board discussions throughout the week as opposed to seeing them in-person once a week. As a plus, the online format gave me the flexibility to work on assignments on my own time, whether it was during my lunch break or on a Sunday evening. I was able to complete my program within three years while working full-time, and within months of graduating, I was pleased to accept a new role as the senior communications specialist at the Heller School in summer 2021.

I’m excited about the new opportunities ahead, and I’m grateful to GPS for helping give me the tools and connections to take my career to the next level.

For more information on the Digital Marketing and Design MS or other online master’s degrees available at GPS, please visit brandeis.edu/gps.

Brandeis GPS Student Spotlight

February 15, 2022 / / 0 Comments

Portrait of Adriana Dianderas.Student Spotlight

Adriana Dianderas ‘21

Wallington, New Jersey

Senior Designer, Healthfirst

Program: MS in Digital Marketing and Design

In her spare time, Adriana enjoys running long distance races, checking out new Broadway shows, traveling, and trying food from new places.

Get to know Adriana Dianderas! 

Why did you choose Brandeis GPS?

From my first touch-point with Brandeis GPS, they were, and still are, extremely proactive in responding to my questions and inquiries promptly. I also felt that the course curriculum was a good mix between marketing strategies and user experience design which was what I was looking for in my Master’s program. I also like that they were flexible with full-time employees and provided different options to complete your degree at your own pace.

What inspired you to choose your field of study?

There were two factors that inspired me to pursue a degree in Digital Marketing and Design. When I graduated college with a Bachelor’s in Graphic Design, the industry was still driven by print advertising. Nowadays, the industry is driven by multichannel digital platforms. I decided to invest in my education and learn digital strategies and design principles to stay relevant in my field. The second factor was to expand my current design knowledge and combine it with strategic thinking. I believe that this combination of marketing & design will help me in future leadership roles. 

How have you enjoyed your experience at Brandeis thus far? 

It’s been great so far! Professors are easy to get in touch with and are very knowledgeable about their fields. You definitely get to cover key aspects of the digital advertising business, such as researching and implementing user experience principles, budget planning, tracking leads and conversions, writing for digital, personalizing and optimizing content for web, and managing cross-channel strategies to support your company’s goals.

What are your hopes and aspirations for the rest of your time at Brandeis? 

For me, every semester is always an opportunity to learn something new! I have two more electives to take, for those in particular, I hope to focus on improving my project management and leadership skills.

What are your plans for after graduation?

I hope that after gaining in-depth knowledge of digital marketing and design at Brandeis, l  will end up in an upper management role where I could make decisions from a creative and strategic point of view. 

What advice would you give to incoming students?

To reserve time in the week to focus on school work. It is doable to go to school and work at the same time, but it requires time management and planning. I will also fully encourage incoming students to participate in the discussion forum and take advantage of all the assigned and recommended readings. There are tons of helpful tips and relevant information in those! 

What has been your favorite class to-date?

That’s a tough one! I would say Writing for Digital Environments and Digital Marketing Strategy.

Brandeis GPS Student Spotlight

December 17, 2021 / / 0 Comments

Student Spotlight

Portrait of Lauren Fox.

Lauren Fox ‘23

New Orleans, Louisiana

Social Media Strategist, PETERMAYER

Program: MS in Digital Marketing and Design

In her spare time, Lauren enjoys dancing, trying new restaurants, reading, and listening to new music. 

Get to know Lauren Fox! 

Why did you choose Brandeis GPS?

I chose Brandeis GPS because of the international student body, curriculum, reputation, and costs. 

What inspired you to choose your field of study?

I wanted to build a marketing portfolio that expanded beyond communications. Since I matriculated, I’ve learned about e-commerce, data, go-to-market strategies and ethics. I also wanted to learn more about user-experience/interface designs.  

How have you enjoyed your experience at Brandeis thus far? 

I enjoy the curriculum the most. It’s so important to learn about budgeting if you’re in the media/marketing industries. My classmates are experts in their fields and learning about their experiences have clued me into what other businesses are doing in our field. I have a support system at Brandeis and feel championed in my academics/career planning.

What are your hopes and aspirations for the rest of your time at Brandeis? 

I plan on graduating with honors, receiving potential awards, or career opportunities through alumni networking. 

What are your plans for after graduation?

I am really excited to become an adjunct professor. I would love to teach courses that review how pop culture impacts marketing. 

What advice would you give to incoming students?

Keep an open mind and utilize all the opportunities Brandeis gives to you! Reach out to your classmates; they will give you the support you need when you need help with classwork. 

What has been your favorite class to-date?

Any class taught by Meredith Fortney and Marketing and Customer Analytics taught by Ross Morrone. I have used what I learned in their classes in my career. Impactful courses for anyone who works with ecommerce and data. 

 

Why I Chose Brandeis GPS

March 19, 2021 / / 0 Comments

We know that pursuing a master’s degree can be overwhelming, particularly for students who work full-time and are already balancing professional and personal commitments. We also know that every student has a unique reason that drives him or her to return to school and complete their degree.

 Hi, I’m Zanefa Walsh, a Brandeis GPS alum. I’m usually a private person but decided to share my why for pursuing the MS in Digital Marketing and Design because little did I know that the decision would be a stepping stone to where I am today: a digital communications and social cohesion consultant.

The fully online program, which consists of courses such as digital marketing strategy, writing for digital environments, and multichannel marketing campaigns, appealed to me during a time when I wanted to expand my knowledge to better meet the increasing marketing needs of my employer, which at the time was Brandeis. As soon as I learned that employees received 100% tuition remission, I started to explore courses even though I worried that adjusting to online learning would be challenging. I was delighted to learn that GPS offers the opportunity to take up to two courses before deciding to apply to a graduate program. After taking the two courses, I felt invigorated by the high-quality instruction and collaborative environment, that I applied.

I already had a master’s degree from another school, but the second time around as a graduate student differed from my first experience. I was now a mother, married, and working full-time. Finding ways to balance these conflicting responsibilities was essential. Yes, there were times when stress levels were high,  but it was my discipline, an invaluable support system, and effective time management that got me through the three-year journey. 

While expanding my knowledge was a major reason why I pursued this degree, deep down, it was so much more. My why was to prove to myself, and possibly other women of color, that taking on new opportunities and challenges leads to growth, whether you succeed or fail. No one else is as invested in your personal and professional growth as you. A year after completing the degree, I grew so much so that I had the confidence and determination to start my own consulting business in 2019.

With the knowledge gained from my GPS courses, along with over 15 years of work experience in the digital space, I now know what it takes to successfully conceive, produce, and execute a diverse range of data-driven multichannel marketing and communication strategies that build awareness, drive engagement, and foster a sense of belonging/community. Without a doubt, my decision to pursue a graduate degree at Brandeis GPS had an immediate and life-changing impact on my life.  

For more information on the Digital Marketing and Design program or other online master’s degrees available at GPS, please visit brandeis.edu/gps.

Picture of Ashumet Pond

Marketing 101: What’s Push versus Pull?

February 25, 2020 / / 0 Comments

By Steven Dupree

Fishing on Ashumet Pond is one of the most relaxing things in the world. But good luck catching anything! Unless you’re Kevin. Kevin loves fish, he wears fish shirts, he puts fish bumper stickers on his car. Kevin once researched whether a surplus of carbon dioxide causes cataracts in fish. And Kevin catches fish when he wants to.

The way I see it, there are two ways I can someday snag fish like Kevin (besides trading in my Brandeis mathematics degree for marine biology, of course):

  1. Improve fishing skill
  2. Add fish to pond

Step One: Pull

Hopefully, your product or service already has an audience out there. They’re looking for you. It’s your responsibility to make customer value as available as possible. Find prospects wherever they are and meet their demand.

When I worked at LogMeIn, we coined the term “active seekers” to describe this population. These are the hungry folk. The old lawnmower broke and they’re searching for “John Deere riding mower” so they don’t have to collect and dump lawn clippings.

Pull marketing starts with search-based advertising (Google Ads) but it doesn’t end there. If you offer a niche consumer product or a B2B product, there may be digital marketplaces or directories where you want to be. Signs for bananas where the monkeys are famished.

Pull marketing (alternatively known as inbound marketing, demand harvesting) has two advantages: it’s relatively cheap and it converts quickly. The primary drawback? You can do a limited amount of pull marketing before you hit some invisible wall.

Ok, let’s suppose I’ve practiced casting my fishing rod. I know how to tie a fly. But the fish still don’t bite! What now?

Step Two: Push

You may need to stock the pond.

If you’re solving a pain point that customers don’t even know they have, then you may not have much of an audience (yet). And even if they know the pain point all too well, your audience may have trouble discovering you if they are not searching.

Push marketing (alternatively known as outbound marketing, demand generation) includes the vast majority of online and offline media: newsletters, display advertising, Facebook ads, most social media, billboards, door hangers, and sides of buses…to name a few.

Why are there so many more channels for push advertising? After all, the unit economics are typically more expensive than pull advertising. It takes longer to convert dollars into customers due to that nuisance of “educating” the customer. Why not invest 100% in paid search? Well, you simply may not be able to.

Push marketing, in contrast to pull, is virtually unlimited. Advertisers desperately need customers, publishers will gladly take your money, and all the while your target audience will do whatever they feel like. Success depends on delivering the right message to the right customer at the right time. Good push marketing does just that.

One year, they stocked Ashumet Pond with extra trout. I’m still a novice fisherman but I managed to catch one or two.

If Pull and Push Don’t Work?

Even if your audience doesn’t know or care about your product or service, you mustn’t lose hope. It may be costly to acquire customers and difficult to demonstrate positive return-on-investment “ROI” in the early days. But it won’t always be this way.

Ask yourself: can an “active seeker” population develop as your early customers share their experiences with your product or service–thus enabling you to add pull marketing to your mix? Rising demand for your product or service generates inbound interest. This enables pull marketing and defrays your acquisition costs. 

Or: will it become prohibitively expensive to rise above the noise–as competitors enter and your target market evolves? Customer education is always an option, but it’s expensive. You can do as much push marketing as you need if only you have an unlimited budget. Success still depends upon how receptive customers are to the value you provide.

Rule of Thumb:

In marketing and fishing, as in skeet shooting: pull first, then push!

Steven Dupree is chair of the MS in Digital Marketing and Design program at Brandeis Graduate Professional Studies. In his day job, Steven is VP, Marketing at Amava, a platform helping active retirees find opportunities to earn, learn, travel and more. He has previously held investing and operating roles including VP, Marketing at SoFi, the first and largest provider of student loan refinancing, and VP, Online Marketing Operations at LogMeIn, an early software-as-a-service provider of remote access and collaboration tools. He mentors entrepreneurs for Endeavor Global and Reforge, and serves on the board of the Astronomical Society of the Pacific.

Brandeis Graduate Professional Studies is committed to creating programs and courses that keep today’s professionals at the forefront of their industries. To learn more, visit www.brandeis.edu/gps.

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