Since 2006, inbound marketing has been widely recognized as the most effective approaches to digital marketing and sales.
This new marketing philosophy and methodology is rooted in the idea of attracting customers to a website, segmenting them in a brand's marketing database and then delivering personalized, informative content that helps to guide them through the customer life cycle.
True inbound marketing is only possible through the use of marketing automation systems that empower digitally-savvy marketers to collect and act on data and insights that enable this approach to be successful.
Yet, in of 2016, organizations of all size struggle to locate, recruit and retain marketing and sales professionals who posses the the skills and experience to be able to make an impact in their organization. This class and others like it at Ohio University aim to help close this digital marketing skills gap by delivering not only digital marketing theory and strategic models, but also hands on experience in executing digital campaigns through the use of marketing automation systems.
Who Are Ohio Marketing Students?
Ohio Marketing Students are participants in an online learning lab for Ohio University's MKT4300-100 Special Topics: Digital Marketing and Sales Strategies.
The course meets once per week on Thursday evenings and is taught by Nate Riggs, Founder & CEO of NR Media Group, a Columbus-based Inbound Marketing Consulting firm and Certified HubSpot Gold Partner.
During the semester, Nate will cover the four primary actions (Attract, Convert, Close, Delight) that businesses must understand and apply, in order to get more visitors, leads, customers, and promoters. Students who successfully complete this course will emerge with their Inbound Marketing Certification, along with the specialized knowledge and skills that help them quickly close the gap and position themselves as valuable and specialized marketing talent in the workforce.
Over each semester, students will work in learning teams to develop these skills and habits through practical experience. Learning teams will compete throughout the semester to research and develop buyer personas, develop a campaign strategy, configure a conversion path and publish and distribute online content that attracts and converts their personas. The final portion of the class will include a panel of Columbus-agency judges who will select the top performing team as the challenge winner.
Over the past three years of offering Digital Marketing & Sales Strategies in the Ohio University College of Business, the course has grown from 14 students to more than 70 students engaging in the pedagogy each semester. Following the 2015 Fall semester, the class size was expanded to include a total of 70 students in order to meet the high demand from interested students. As of the 2016 Spring semester, the course is now taught using a complimentary Enterprise license of HubSpot's marketing automation software which was donated by HubSpot as part of the HubSpot University program.
Meet the Instructor - Nate Riggs
Founder & CEO of NR Media Group | Professor MKT 4300
Nate Riggs is the Founder and CEO of NR Media Group, a Columbus based Inbound Marketing & Sales Company and Certifidfed HubSpot Gold Partner.
A seasoned inbound marketing strategist, he’s helped a wide range of brands adopt new ideas and technologies that have evolved their marketing programs to meet a new generation of internet-savvy consumers.
Nate has delivered presentations at hundreds of industry conferences and regularly contributes to major business publications such as the Wall Street Journal, Harvard Business Review, USA Today, Chief Content Officer magazine and many others. He is also a Professional Member of the National Speakers Association.
His passion project is teaching on the marketing faculty at the Ohio University College of Business where his personal goal is to establish an entire center of excellence around Inbound Marketing and Sales training to help address the current skills gap among marketing degree graduates.
Inbound Marketing Consultant & Content Program Lead | NR Media Group
As a class of 2016 graduate of Ohio University, Cody studied marketing with a focus on content and social media strategy. He has a strong passion for helping brands evolve in today's competitive marketplace through the power of digital marketing.
During Spring 2016, Cody served as a TA for MKT 4300 while also interning with NR Media Group, where he then went full-time with the agency upon graduation in May 2016.
Currently, Cody is an Inbound Marketing Strategist where he leads a range of clients in implementation and execution of HubSpot's Growth Stack: A full line of products for marketing, sales, and customer relationship management.
MKT 4300 TA | Fall 2016/Spring 2017
Evan is a current senior at Ohio University studying commercial photography. She picked up a marketing minor after finding a passion for marketing strategy and content curation and hopes to use that as an advantage in the competitive photography world.
Between semesters, Evan recently interned with a local photographer where she was in charge of creating content and marketing to new and current clients across various platforms.
When not taking photos, she can be found cuddling with her two dogs or drinking a chai latte.
MKT 4300 TA | Spring 2017
Official Course Reading for the 2016-2017 School Year
Because Nate is a current marketing professional and agency owner, his course books are selected from a list of current best-selling books that push the boundaries of thinking on today's most relevant marketing trends. This year's course books include:
How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses
How Can I Take This Course?
MKT 4300-100 is classified under the "Special Topics in Marketing" category and requires that each participating first successfully complete MKT 2020 or 2400 to be eligible for participation in the class.
The class is held in Schoonover 450 on Thursday's from 6:05pm to 8:45pm
Class size limit is capped at 70 students maximum, and each semester has a waiting list. Register early if you want in.