Results tagged “Education” from IABlog

The world of leadership education for digital advertising and marketing is about to change. Having spent the past seven years working at a tier-one research university and delivering programs to top 100 firms around the globe, I have seen how management education can transform organizations and catapult individual careers This Fall we are launching the IAB Digital Leadership Program and I am excited to build upon past success by migrating the educational model outside of the ivory towers.  In combining the academic rigor of traditional executive education with a tactical, real-world focus customized specifically for today’s new media marketplace, IAB is forging a new path for digital leaders.  

Digital Leadership vs. Traditional Executive Education?
IAB-Digital_leadership_program_new.jpgWe have seen many IAB member companies struggle to stay ahead of changing technologies and to reinvent their business models for the new digital world. From more empowered customers to a proliferation of suppliers and choices, traditional strategies and approaches are rapidly being replaced with newer models and younger firms who are more nimble. The need for a leadership education curriculum designed specifically to guide the media and marketing industry through these fluctuations has never been stronger. 

While IAB’s Certification programs have addressed the need for industry education on the front lines, there exists a gap in knowledge, skills, and training for senior digital media managers and directors IAB’s Digital Leadership Program will fill this gap by offering coursework that will prepare mid-level professionals with the managerial and business strategy skills needed to succeed in their careers and to rise to the top of the industry.
  
IAB’s member base of more than 650 leading companies is responsible for selling, delivering, and optimizing 86% of digital advertising and marketing campaigns across the globe, and we assembled an Advisory Board made up of the industry’s greatest minds to create the program’s curriculum.

Participants will learn how to develop a successful competitive strategy and to position their brands and digital products, as well as how to avoid common pitfalls that many media companies have made. They will amass a set of practical tools and important questions to ask of their teams across sales, data, and measurement. Our faculty of instructors is comprised of experienced business and thought leaders who have successfully navigated the digital landscape and they love telling war stories of what worked or didn’t and why.    
 
An Interactive Learning Experience
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By taking leadership education outside of the university, we are also looking to push the educational experience beyond the classroom.The majority of the curriculum will be taught through exercises, simulations and role-playing. Participants will visit digital media incubators, work environments, and other leading facilities to see examples of best practices first hand. Programs also include capstone projects in which participants apply their education to real world scenarios. We envision that the program will leverage state-of-the-art educational technology, ultimately through an online portal and interactive apps.  

First Open Enrollment: October 2015
Our first course offerings for October 2015 are now open and will be hosted in the IAB Ad Lab in NYC.This six-module program is our foundation curriculum and will introduce participants to the essentials of digital leadership.The program is limited to 35 participants per class and it is our recommendation that firms nominate participants. Registration will be prioritized for IAB member companies, with non-member firms having an opportunity to fill any remaining spots.

More to Come from IAB Digital Leadership
IAB will also able to offer on-site versions of the Digital Leadership Program privately for our member companies, because the curriculum is designed to be highly customized for their specific needs. Course material, exercises and speakers can be modified to help organizations achieve strategic training outcomes. We will also offer formal mentorships and consulting opportunities after the training to help implement ideas and projects that are started throughout the program. 

With such a need in the digital media and advertising marketplace for a leadership program, I can’t wait to get started and prepare the next generation for the road ahead.  


About the Author

EricGreenberg.pngEric Greenberg


Eric is the creator and Head of Digital Leadership Programs, IAB as well as President of EG Consultants, LLC, a educational and marketing consulting firm focused on providing brand management and customer centric strategies to Fortune 100 clients.  

Prior to IAB, Eric served as the Managing Director of Executive Education for Rutgers University, in which he created, managed and taught executive education programs to Fortune 100 executives in four continents. Email him at [email protected]


 

IAB University - A Place For Learning

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I’ve been thinking about my job title for some time now. Something about it has been troubling me, and I believe I have finally figured it out.

Since we launched the IAB Certification program nearly two years ago I’ve been Vice President, Training and Development.  Now, at the IAB we don’t go out of our way to be cute or creative when we use titles; they are meant to be accurate, expressive, and to-the-point. No Senseis or Shepherds here. As a result no one has ever not understood what my role is at the IAB.

Still, the longer that I’ve had this position, the more the title has seemed inappropriate to me. It’s the word training that bothers me. Training is something that’s done to people (or dogs!) Training sounds passive. It conjures up the image of a student held hostage in a classroom, passively absorbing information. Training is what managers send employees through.

classroom.jpgBut learning is completely different. Learning is active, not passive. We choose to learn. We all want to learn, all the time, to experience new things. Learning occurs in the classroom, but it also happens on the job, at home, anywhere and everywhere; with others or by oneself. Others might control my training, but I control my learning. Which one is more likely to stick with me?

That’s why we created IAB University (IAB.U), an industry educational hub where everyone across the ecosystem, from every level, can come together to learn from each other. At IAB University you can be on the receiving end of digital advertising education or you can teach your peers. Plus, participants receive IAB Learning Credits good towards IAB Digital Media Sales or IAB Digital Ad Operations recertification programs, if they need them.
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The IAB is flush with subject matter experts. Experts abound. Need to learn the latest on programmatic? Interested in how native advertising works? Unclear on what a viewable impression is?  If there’s something you need to know about digital advertising, our members have the answers. The IAB has always been a tremendous resource for thought leadership and cutting-edge expertise; that’s truer today than ever as our industry continues its remarkable growth.

We realize more and more people come to the IAB to learn. We are attracting more junior level employees and people relatively new to the industry. Learning comes in all flavors— a webinar, a conference, a panel of experts, a town hall of newbies. Just about every program the IAB offers is a learning experience, and we hope you will take advantage of those learning experiences whether you are seeking recertification or just want to stay abreast of what’s happening out there.

But here’s our hope—that many of you will share your expertise or newly-found research with others in our community. Did your company just release a piece of research? Turn it into a webinar for IAB members. Are you an expert on some new trend? Put together a panel so that IAB members can discuss, at your place or ours. Let’s figure out a way to make learning continuous and collaborative.

We’re already beginning to put together a free program of learning opportunities. If you are interested in learning more about IAB University or want to be part of the IAB University “faculty” to let us know what you want to teach please start here iab.net/iabu.

And with that…

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The IAB's Top 8 Digital U.S. Universities

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The latest annual ranking of U.S. universities by U.S. News & World Report came out on Tuesday, and while I’m personally pleased with how some higher learning institutions performed (Go Tigers!), I’m a bit dismayed that none of the top 10 has much of a reputation for their Digital Marketing or Advertising programs. In fact, only one school in the top 20 offers an undergraduate major with a digital focus.

Why does any of this matter? Because there’s a growing disconnect between the needs of the market and the available resources at universities. Marketing and Advertising— digital marketing, in particular, and digital advertising—are driving the mobile and digital revolutions which have created billions of dollars in equity value and hundreds of thousands of jobs.  While academic programs struggle to incorporate current trends into a semester-long course, IAB member companies express exasperation at finding qualified college graduates to fill entry-level positions.

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The timing is right for all of this to change. Struggling under mountains of college debt, students (and parents) want assurances that their degrees will lead to careers, not just jobs. Colleges face their own financial crises and as the competition for students increases, every institute of higher education—from community colleges to state universities to liberal arts colleges—will recognize that there are worse academic sins than preparing students for life and work after the classroom.

The IAB Digital University Study

Digital advertising and marketing aren’t the only sectors of the economy that are growing, of course. But they might be the most underrepresented among university programs. IAB recently commissioned a study of current offerings of undergraduate programs in advertising, marketing, and digital media studies at recognized U.S. institutions. Choosing “best” of anything is clearly subjective, and so we chose our criteria carefully. We looked at five requirements for colleges to satisfy in order to make our list:

1. The university is nationally and internationally recognized in various disciplines

2. The university offers undergraduate degrees in advertising, marketing, media studies, or business

3. The advertising program includes an emphasis in interactive advertising, digital media, or at least offers several courses with a focus on interactive and social media advertising

4. The marketing program allows for elective courses outside the business school

5. The university offers courses in digital media design that are available to non-art majors

Location, while not a primary factor, was also taken into consideration. Programs in New York and California received additional attention.

The following programs, in no particular order, show the most promise in addressing the five factors (the U.S. News & World national rankings are listed in parentheses after each university):

  • University of Texas at Austin - BA in Advertising with an emphasis in Media Studies (#52)
  • New York University - BBA in Marketing or BS in Media, Culture and Communication (#32)
  • Syracuse University - BA in Advertising (#62)
  • University of California at Berkeley - BA in Media Studies (#20)
  • Southern Methodist University - BA in Advertising with Media Emphasis (#60)

The following programs have established and recognized interactive advertising programs but may not meet other requirements.

  • Michigan State University - BA in Advertising with an emphasis in Management and Media (#73)
  • University of Washington - Master of Communications in Digital Media (#52)
  • University of Michigan, Dearborn - BBA in Digital Marketing (#36 Regional Ranking)

There’s a lot here to consider. The digital industry needs more top schools to introduce relevant digital courses and majors. IAB, as an industry leader, need to become actively involved in the programs that are being offered and figure out a way to enhance their reputation.

And here’s why: In order for the digital economy to continue to flourish, the current and next generation of post-secondary students must be prepared for interactive advertising careers. On-the-job training can only go so far and can be much more efficient if new employees have the requisite skills and knowledge before entering the workforce.

IAB is committed to professionalizing the digital advertising workforce of the 21st century, creating accredited credentials that set industry-wide standards of knowledge and expertise. We started in 2012 with the Digital Media Sales Certification program and have certified nearly a thousand sales professionals in little more than a year. Now, this week, we launched the Digital Ad Operations Certification program, the first-ever certification for digital ad ops professionals at ad agencies, digital publishers, trading desks, demand and supply-side platforms, exchanges and brands. We will continue our efforts in 2014, introducing new certification programs wherever the marketplace deems necessary.

But education, training and workforce development need to occur further upstream. Private industry—the digital employers who represent the greatest need for a trained and capable workforce—must make its need for qualified graduates known to colleges and universities, and to partner with these institutions, providing scholarships, endowing chairs, funding programs, and joining faculties. IAB sees a major role for itself in helping to make these partnerships possible. Look for further developments in 2014. 

To learn more about IAB Professional Digital Certification Programs go to iab.net/certification or email [email protected]t.

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Despite my silent goal to never again take a multiple-choice exam post college, I found myself on July 31st at the NetCom testing center on West 33rd, preparing to take the IAB Digital Media Sales Certification exam.

The IAB launched this training program over a year ago to help increase the knowledge of digital sales professionals. As a marketing exec at PulsePoint, a data-driven content technology provider, I considered myself lucky to take the exam alongside our entire salesforce. In an effort to continue to adopt and help drive industry best practices, our SVP of Sales, John Ruvolo, instated the requirement that all sales support teams - sellers, client services, account managers, ad operations, and marketing - successfully complete the training and obtain certification.  Now, I must admit - having to carve out time to study on top of the daily grind was a challenge, but as I started digesting the impressive body of study preparation materials created by the IAB, I found myself happy to do so.   

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I have worked my entire professional life in the digital media space and truly appreciate that the IAB has provided a training program that deepens my understanding of our industries ever-changing processes, rules and regulations, best practices, definitions and of course…all those acronyms.  Our space evolves at a dizzying pace to (try to) stay ahead of the mind-blowing technology being created every day. Chrome TV, one-click mobile payments, location sharing apps…it’s enough to make you seriously consider one of those ‘digital detox’ retreats. But without that evolution, without the constant influx of fresh ideas and new ways of connecting consumers to an amazing online experience, it would not be the exciting and fulfilling environment so many of us call home every day.

It has been common practice to learn and grow alongside all of this change through a mix of self-education and information sharing amongst colleagues, partners, and friends.  What a relief to have a trusted, accredited program led by our industry body that helps to educate and benchmark our top professionals against rigorous industry standards.  We finally have proof that we know what we are talking about…well, most of the time.

This IAB Certification process is something that digital execs across all business channels of our industry should undergo. I am proud that PulsePoint has embraced the program and offered it to employees beyond direct sellers; we are already exploring ways to incorporate this into all new hire training. Activating this program at the sales level of an organization and beyond can also impact future hiring decisions. It enables us to narrow candidate searches to only the best, most qualified applicants and allows us have even more faith that our teams are making the most educated decisions possible.

In order for digital media to continue being one of the most sought-after industries to work within, we must take responsibility to ensure that those dedicating their livelihood to it have the right tools to be as successful as possible. The IAB has taken great strides in creating a framework within which this critical professional development can happen, and I look forward to seeing it continue to grow.

About the Author

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Lindsay Boesen 

Lindsay Boesen is Director of Marketing at PulsePoint, and on Twitter @PulsePointBuzz.

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