Another important mission of the Center for Branding is to educate students at the University of Pittsburgh's Joseph M. Katz Graduate School of Business on new digital methods and techniques. Competency in digital lead generation, website analytics, search engine optimization, and social media marketing are critical skill sets for tomorrow's marketing leaders.
The Center for Branding educates students in a variety of ways. These include infusing content into current courses, conducting weekend certificate programs, and creating experience-based learning projects with external organizations.
Google AdWords and Facebook Ad Campaigns - Student teams will be asked to work with a small business and conduct an advertising campaign using Google Adwords and will have a small budget at their disposal. Watch a video about the program.
Search Engine Optimization - Student teams may be asked to conduct SEO projects to help small businesses to optimize their websites. This will provide students with exposure to standard SEO tools such as Google Analytics.
Optimizing Digital Media Presence - A number of national and multinational companies have participated in class projects that require students to develop a marketing plan for their brand that leverages digital marketing methods. The projects are integrated into the MBA Marketing Management core class and the MBA Brand Management elective class.
Case Competitions - Case competitions for American Express and other organizations provide additional opportunities for students interested in applying digital marketing and branding expertise to problems faced by leading organizations.