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Digital Skillscast

Inbound Marketing Education at Wayne State: The Digital Skillscast Episode #002

By Nate Riggs on Jan 20, 2017 9:08:40 AM |


Welcome to our second episode of The Digital Skillscast. This weekly podcast will cover trends in marketing, sales, technology and higher education so that faculty and administrators can work to position their institutions to close the digital skills gap.

This week we dive into a very interesting conversation with Professor John Heinrichs of Wayne State University. I was fortunate enough to meet John through HubSpot's Education Partner Program.

In his research, Professor Heinrichs focuses on how information technology can provide businesses and organizations with optimal placement in the marketplace. Listen in to our episode with John below!



About our guest: John Heinrichs of Wayne State University

inbound marketing education john heinrichs wayne state university

John Heinrichs is an Associate Professor at Wayne State University who is focused on Inbound Information Technology. He holds a Bachelor's Degree in Mathematics, an MBA in Management Information Systems and a PHD in Manufacturing Management, all earned from the University of Toledo.

His research interests include competitive intelligence, data mining, eLearning, knowledge management, search engine optimization (SEO), social media and inbound marketing education. 

He incorporates these research interests with students in his Inbound Information Technologies course (ISM 7505), where students begin to understand how to position an organization in cyberspace. Discussion focuses on SEO, links, RSS syndication, blogging, page ranking, tweeting, publishing and tagging content, email campaigns, and social media.

For more inbound marketing course offerings from the Wayne State School of Business, click here. A more detailed description of the courses that John teaches can be found below.

Inbound marketing education courses at Wayne State

ISM 7994: Digital Content Creation

The use of social media sites and personalized, responsive, smart web sites as touch points for organizations trying to reach interested individuals worldwide has grown dramatically. This is occurring because the individual’s use of the internet is shifting from being solely a source of information access to being an interactive social networking platform for communication, collaboration, and access to knowledge. It is for these reasons that the organization’s touch points must be enhanced and personalized.

To be competitive, students need to be fluent in the use of HTML5 and CSS3 for site development and with JavaScript and/or HubL to customize them. Students need to be fluent with the IIT tools of search engine optimization, email template creation, social media promotion, blogging template creation, video integration, and analytics.

ISM 7996: Principles for Customer Relationship Management

This course offers students the opportunity to retool their marketing mindset from a product-centric view to a customer-centric view using IIT for understanding and predicting the behavior of current prospects and customers.  Students obtain an understanding of Customer Relationship Management (CRM) technology, concepts, processes, organizational functions and management.  In addition, they gain an understanding of key concepts, technologies and best practices, as well as implementation of CRM strategies, issues, techniques and terminology associated with database marketing and data analysis.

They utilize CRM strategies in customer service contexts, explore the impact of CRM on customer experience, satisfaction and loyalty, and examine the impact of social networking.   With the growth of the internet, the way people shop has fundamentally changed.

ISM 7505: Inbound Information Technology 

The course familiarizes students with the use of social media tools used to develop reach and engagement, with analytical models to create insights, and with inbound information technologies to promote competitive operations.  Using these technologies, students conduct independent research in the areas of keyword generation, workflow creation, search engine optimization, and campaign development and tracking.  The course explores topics on search engine optimization, link building, blogging, competitive analysis, page ranking, keywords, content creation, and social media monitoring as well as the use of email to help the organization achieve success. 

Join other smart marketers who already subscribe on iTunesGoogle PlaySpreaker, Stitcher and Soundcloud.

As always, don't miss our third episode of The Digital Skillscast next Thursday as we host Dennis Schiraldi, Chief Evangelist of DOYO Live and Adjunct Professor at Youngstown State. You can Subscribe to the show via all major channels including Google Play, Spreaker, Stitcher and Soundcloud. 

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Nate Riggs

Written by Nate Riggs

Nate Riggs is the Founder and CEO of NR Media Group, a Certified HubSpot Partner and inbound consulting firm. He leads a team of experienced strategists, content marketers, creatives and technologists that help organizations deploy and use HubSpot’s marketing, sales, and service software to operate more efficiently and accelerate growth. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program.