The Brandeis GPS blog

Insights on online learning, tips for finding balance, and news and updates from Brandeis GPS

Tag: Digital Marketing and Design (page 1 of 3)

Defining My Career Goals with Brandeis GPS

Contributed by: Rachel McAllister, MS in Digital Marketing and Design Candidate (2022)

During my time as an undergraduate at Brandeis, I majored in Film, TV and Interactive Media. Through that major, I became exposed to the technical aspects of film and became interested in visual storytelling. As I looked into options for a post-grad program, I steered my search into the Brandeis GPS programs.

The Rabb school was offering seniors the option of taking two GPS courses during their senior year to accelerate their path to a potential master’s degree. Excited about this opportunity, I decided to take two courses in the M.S. in Digital Marketing and Design program. Digital marketing is a large part of today’s social and business climates, as it uses digital technologies for storytelling, communication and to market products and services. So, the program appealed to me as both a creator and a soon-to-be Brandeis alum.

It was then that it became clear to me that the Digital Marketing and Design Program was the best fit for my needs. Not only was I able to complete two of the required courses as an undergrad, but I also had schedule autonomy as the program is fully online. Due to the acceleration options I was offered as a Brandeis undergrad, I have the opportunity to complete the program in just three, 3-month sessions.

As a Brandeis student who went straight from undergrad to the master’s program, I advise all students who are looking to do the same or who are just interested in trying out new classes, to take advantage of this unique opportunity! My career goals to work in digital marketing for media have been more clearly defined since taking my first two GPS courses.

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Rachel McAllister is a candidate for her Master of Science in Digital Marketing and Design (2022) and holds a Bachelor of Arts in Film, TV and Interactive Media from Brandeis (2021).

Why I Chose Brandeis GPS

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.

Student Spotlight: Lily Gardner

Student Spotlight: Charlie D’Angelo

Student spotlight on Charlie D'Angelo from Northborough, Massachusetts. He is part of the Digital Marketing and Design Program and is a digital marketing manager at Boston Scientific. He has taken seven class. Movie theater or Netflix? Netflix. Favorite ice cream flavor? Chocolate almond chip. If there were 25 hours in a day, how would you use that extra hour? Learn to play the piano. Mr D'Angelo says, "Digital marketing expertise is so important in today's business world, and my goals include being the most knowledgeable digital professional I can be to help Boston Scientific continue to grow."

Marketing skills for journalism and communications

According to a 2018 study conducted by Emsi and the Strada Institute for the Future of Work, 85 percent of the jobs that will exist in 2030 haven’t been invented yet. While technological advancements will continue to lead to the creation of brand new sectors and jobs, existing fields are also becoming increasingly reliant on technology.

Journalism and communications careers in particular are becoming more focused on IT, with job postings requiring more tech-focused skills such as SEO, social and web analytics, and web design. As these fields are evolving, it is important for job candidates to set themselves apart.

Brandeis GPS offers a part-time, fully online MS in Digital Marketing and Design to help journalism and communications professionals stay on top of the digital skills required by an increasing number of jobs. With a curriculum that explores SEO, analytics, web design/user experience, and multichannel marketing, students learn how digital content is consumed, shared and evaluated.

GPS courses include Digital Marketing StrategyMarketing and Customer Analytics, Writing for Digital Environments, and Multichannel Marketing Campaigns.

Brandeis GPS offers rolling admission to our 12 fully-online master’s degree programs, so you can apply and be accepted at any time. However, we do have recommended deadlines if you are seeking admission for a specific term. The deadline to apply to our Fall 1 session with courses beginning in July is Wednesday, June 19. You can apply here. Those interested in taking a course who do not yet wish to pursue a full master’s degree can still take up to two online courses without officially enrolling.

To learn more about our MS in Digital Marketing and Design, contact the  GPS office: 781-736-8787, gps@brandeis.edu, or submit your information.

Current trends in digital marketing

Word cloud of digital marketing termsAcross the industry, there’s been a massive shift concerning the needs and wants of organizations looking to grow their marketing programs. Many of the “old school” marketers have focused on harder-to-measure aspects of marketing such as brand advertising. While brand is still important, it stands that nearly everything in today’s marketing world is able to be tracked, measured and analyzed. Even billboards can be measured. Digital marketing, of course, lends itself to testing, iteration and improvement.

Companies are making stronger and stronger investments in digital marketing. According to Forrester, the digital marketing spend will near $120 billion by 2021 in the United States alone. With this increased digital marketing spend comes a greater need than ever for marketing professionals who can effectively build, execute against and analyze these enormous budgets.

The American Marketing Association reports that the number of marketing hires is estimated to increase by 6.4% in the next year. Companies expect to shift spend in the next year by increasing 12.3% on digital channels while reducing spend on “traditional advertising” (such as television and direct mail) 1.2% on average.

Currently, many of the undergraduate degrees in “business” or “communications” focus on the high-level principles but not the substance. Even at a graduate level, there’s a shift from the MBA to specialized master’s degrees where “digital marketing” is underrepresented.  It’s not just data analytics either, or design, or coding – but it’s putting it all together that matters. 

At Brandeis GPS, the MS in Digital Marketing and Design program differentiates itself from traditional marketing degrees in how it blends together principles of digital marketing design, overall strategy, hands-on tactics and analysis. It concentrates on the technical application of marketing theory in digital environments, giving students a rich toolkit for delivering sound, customized digital campaigns for whatever type of audience they’re working with. 

GPS has students from healthcare, non-profit, academia, consumer, enterprise software and many other fields. Students don’t need to be coders, designers, writers or analysts, but will come out of the program understanding how to work with all of these in their full-time jobs.

Brandeis GPS offers rolling admission to our 12 fully-online master’s degree programs, so you can apply and be accepted at any time. However, we do have recommended deadlines if you are seeking admission for a specific term. The deadline to apply to our Fall 1 session with courses beginning in July is Wednesday, June 19. You can apply here. Those interested in taking a course who do not yet wish to pursue a full master’s degree can still take up to two online courses without officially enrolling.

To learn more about our part-time, fully online MS in Digital Marketing and Design, contact the  GPS office: 781-736-8787, gps@brandeis.edu, or submit your information.

Communication for Effective Leadership

It may go without saying, but communication is a prevalent and critical component of today’s workforce. The skillset is especially essential for professionals seeking to excel in a leadership role. Regardless of industry, professional communications is imperative for leading effective meetings, mitigating crises, and navigating negotiations and conflict resolution.

“Communications is a critical part of doing business, especially in today’s environment. News travels fast. A bad customer experience can become a social media sensation before the CEO is even informed of the problem,” said Mary Caraccioli, Chief Communications Officer for The Central Park Conservancy. “On the flip side, you can use the power of social media to engage directly (and more deeply) with customers, employees and other stakeholders. You can use the power of the communications revolution to work for you by making communications part of your business strategy.”

Mary Caraccioli HeadshotCaraccioli is teaching a master’s-level course in Communication for Effective Leadership, a fully online, 10-week class that will help students build on their critical thinking skills and apply oral and written communication strategies to solve organizational problems and drive organizational change. Throughout the course, students will focus on topics such as negotiation and facilitation, crisis communications and public relations, virtual and global communications, and stakeholder management.

By the end of Communication for Effective Leadership, students should be able to:

  • Develop, execute and measure communication plans to manage stakeholders, solve organizational problems and drive organizational change.
  • Adapt communication strategies and use digital technologies to align with organizational, cultural, virtual, and global needs.
  • Build a portfolio of communication campaigns including crisis response, company positioning, and media statements.

This course is available for professional development or as part of several GPS graduate programs, including Technology Management, Information Security Leadership, Digital Marketing and Design, Strategic Analytics, and Project and Program Management.

At GPS, you can take up to two online courses without officially enrolling in one of our 12 online master’s degrees. This is a great opportunity to get to know our programs and approach to online learning. If you’re interested in exploring one of our graduate programs, or would like to learn more about effective communication for professional development, submit your information or contact the  GPS office for more information or to request a syllabus: 781-736-8787 or gps@brandeis.edu.

Avoiding black hat marketing

From healthcare to insurance to local boutiques, most companies today use digital marketing to drive business. As organizations find new ways to target users online and face increased access to customer data, digital marketers often find themselves at an ethical crossroads.

Black hat marketing techniques

“Black hat marketing” most often refers to certain SEO techniques. According to Omnicore, search engines drive 93% of all website traffic. To get ahead, companies will sometimes use black hat marketing to trick search engines into awarding their website a higher ranking, and getting it on the front page of search results. Other types of black hat marketing really fall into more of a grey area, and today’s digital marketers should have a plan for mitigating the risk of inadvertently executing unethical marketing strategies.

Ethics in Digital Marketing and Design

Brandeis GPS will be offering Ethics in Digital Design and Marketing as a part-time, fully online course during our Spring 2 session beginning in April. During the 10-week course, students will be presented with ethical dilemmas in digital marketing and work through the implications of various actions, including tricking search engines, posing as customers in social media, making false or exaggerated claims and using questionable or sneaky channels. Throughout the course, students will develop a set of principles and values through dialogue examining multiple perspectives.

At Brandeis GPS, you can take up to two courses before enrolling in one of our 12 online master’s degrees. If you’re interested in exploring the MS in Digital Marketing and Design, or would like to learn more about ethics in digital marketing for professional development, contact the  GPS office for more information or to request a syllabus: 781-736-8787, gps@brandeis.edu, or submit your information.

How to create a digital culture at your workplace

The Enterpriser’s Project defines digital transformation as the integration of digital technology into all areas of a business, fundamentally changing how you operate and deliver value to customers.

In a world where technology is advancing at a rapid pace, digital transformation should be a required strategy for any organization. To be successful, workplaces must build a digital culture where employees embrace new technologies.

4 Steps for Building a Digital Culture

1. Be upfront about the digital transformation your workplace is undertaking 

Be sure to provide a clear message to employees about what is coming down the pike. Address the key components of what digital transformation is and keep employees informed on what changes they’ll see, what the impact will be, and the likely timeline.

2. Engage employees in forums for discussing  new technologies

Employees should be included in the digital transformation process by having an opportunity to discuss/debate advantages and possible disadvantages of new technologies. They should have a forum to ask questions about new tools and platforms and the most recent technologies such as AI and machine learning, and also feel empowered to share concerns and discuss ways to mitigate risks related to any upcoming transitions.

Graph displaying digital readiness

Image Source: https://infocus.dellemc.com/tim_wright/why-the-workforce-needs-to-change-for-digital-transformation/

3. Make expectations for digital transformation clear

Once there is a timeline in place for your company’s digital transformation, management should be clear with employees about what that is and make sure they are adjusting as necessary. Provide structured goals for employees and monitor individuals’ progress.

4. Promote digital readiness by pursuing professional development in tech-rich fields 

After explaining the digital transformation occurring in your workplace, employees will need to keep up-to-date with their technical knowledge. It may be beneficial to employees to take courses or undergo trainings for professional development.

Brandeis GPS provides online Master’s degrees in tech-rich fields including Strategic Analytics, Digital Marketing and Design, Digital Innovation for FinTech, Robotic Software Engineering, Instructional Design and Technology, and more. At GPS, you can take up to two courses for professional development before enrolling in one of our 12 online Master’s programs.

Brandeis GPS also works with employers through corporate partnerships, providing tuition scholarships and/or training and continual conversation around educational support for companies.

For more information about our 12 online Master’s degree programs or to learn more about taking courses for professional development, contact gps@brandeis.edu, call 781-736-8787 or visit www.brandeis.edu/gps

Meet our newest GPS faculty members

The first week of the October session is here and we are excited to introduce the newest Brandeis GPS faculty members. These industry leaders come to Brandeis GPS with expertise and established networks within their fields. We have no doubt that the knowledge and experience they bring will provide for meaningful learning opportunities in the online classroom.

Garrett Gillin – RDMD 110: Principals of Search Engine Marketing

Garret Gillin Headshot

Garrett Gillin, MBA, is a co-founder and Principal at 215 Marketing, a Google Premier Partner agency located in Philadelphia, PA, where he oversees the development and execution of integrated digital marketing initiatives with a concentration on programmatic advertising, marketing automation, and advanced analytics.

Todd Chapin – RUCD 185: Design for Non-screen User Experiences

Todd Chapin HeadshotTodd Chapin is a co-founder and Chief Product Officer at ShopClerk.ai. He has experience in product management and UX, as well as expertise in personal mobility, speech recognition, and e-commerce. He has worked at Zipcar, Audible, and Nuance Communications. He has graduate and undergraduate degrees in Human Factors Engineering from Tufts University.

Ernest Green – RSAN 160: Predictive Analytics

Ernest Green Headshot

Ernest Green MS, MBA, PMP, is Vice President of Data Mining at a large financial institution in Dallas, TX. Prior to this role, he worked as a Data Scientist with General Motors and has 10+ years of diverse analytics experience. He holds multiple college degrees and most recently completed a Master’s in Predictive Analytics from Northwestern University. His research and expertise are in analytics, machine learning, natural language processing and artificial intelligence.

We are so pleased to welcome these new faculty members to Brandeis GPS and look forward to seeing how they bring their expertise to their online classrooms.

Faces of GPS is an occasional series that profiles Brandeis University Graduate Professional Studies students, faculty and staff. Find more Faces of GPS stories here.

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