Behind the Scenes- the Build-up to the Launch of the Digital Scoop

As mentioned in my last post the MSc Digital Marketing students are working on launching a new landing page called the Digital Scoop. This will feature podcasts with interviews from industry experts in digital marketing. In addition to that blog posts will follow how the students created the campaign and show behind the scenes of their learning.


Recently, the promotion team had a meeting with Camilla, who writes for the RGU Student Blog. We discussed topics for blog posts, RGU channels of communication that we could promote The Digital Scoop on, and how best to communicate with potential students whether locally or globally.

Last week, we spoke to Gregor from the RGU Union, who gave us guidance on who to speak to about promoting on the TV screens around campus and he provided contacts for the RGU Bulletin and LinkedIn. The Union also said they would kindly help with social media engagement by retweeting and promoting The Digital Scot content.

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The MSc Digital Marketing students were lucky enough to have guest lectures from two industry experts, who both happen to be RGU graduates. Julie Brander from Weber Shandwick spoke to the students about the importance of influencer marketing. She explained how she tackled various challenges in her job. Julie also spoke about the need for more understanding of how successful influencer marketing can be for a client.

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Another guest lecture came from Jason Stewart from Aberdeen Airport. He discussed how he makes use of Customer Relationship Management to decipher what sort of email content the customers would receive, based on data they had collected. This means that customers only get emailed if they have a genuine interest in the brand and make use of the services available. He shared with the students about email tactics and how and when to best communicate with customers. This gave the students great insight into what industry experts experience when working in digital marketing.

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Want to see the results of the project? If you are interested in the MSc Digital Marketing course or want to learn from industry experts, look out for the podcasts starting in April. Listen to them at The Digital Scoop.

Karen Morgan

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