Laurel-Cook.com

ADDITIONAL COURSES: PRINCIPLES OF MARKETING BCOR-350 Fall 2015, Spring 2016 [West Virginia University] The purpose of this course is to give students an understanding of the strategic implications of marketing, namely the programs/methods that businesses use to select a target market and satisfying that market through the marketing mix (product, place, promotion, and pricing). With a solid knowledge of marketing, you will be better prepared to understand the motivations underlying customer decision-making. Key topics include branding strategies (e.g., brand equity & positioning, B2C and B2B communications, et cetera), customer-centric marketing in the new era of marketing, relational marketing (e.g., online engagement), and marketing strategy. Syllabus Link MARKETING RESEARCH MKTG-3633 Spring 2013, Summer 2013, Spring 2014 [University of Arkansas] This is a state-of-the-art course on Marketing Research. It attempts to impart a thorough understanding of the various marketing research techniques currently employed by some of the major corporations as well as small and medium enterprises in the U.S. and abroad. Exposition of these techniques will be offered along two dimensions: theoretical and practical. Using Qualtrics, students will design a multifactor experiment and collect consumer responses via Amazon Mechanical Turk. Multivariate analyses will be conducted using SPSS. While this is essentially a course in research methods, the problem contexts used to illustrate the various concepts will be managerial. The course has a strong applied and managerial orientation that is relevant to the current marketing environment. Syllabus Link INTRO TO MARKETING STRATEGY MKTG-3433 Fall 2011, Spring 2012, Fall 2012 [University of Arkansas] In this course, students will be given an understanding of the strategic implications of marketing, namely the programs/methods that businesses use to select a target market and satisfying that market through the marketing mix. Syllabus Link

Teaching Experience

Designed and built by Laurel Aynne Cook © Laurel Aynne Cook 2024

INVITED LECTURES CORPORATE SOCIAL RESPONSIBILITY Seminar MANG-480 Spring 2018, Spring 2019, Spring 2021 “Social Marketing & Shared Value” Presentation Link ADVANCED MARKETING RESEARCH; BUYER BEHAVIOR Ph.D. Seminars MKTG-730 Fall 2017 | MKTG-720 Spring 2019 “Issues with Crowdsourcing Data Collection” Presentation Link MULTIVARIATE RESEARCH METHODS: Ph.D. Seminar MKTG-6433 Spring 2014 “Conditional Mediation and Hayes’ PROCESS SPSS Macro” INNOVATION & CREATIVITY Graduate Seminar ACCT-549V Fall 2013 “Unconscious Thought Theory and the Elaboration Likelihood Model” MULTIVARIATE RESEARCH METHODS: Ph.D. Seminar MKTG-6433 Fall 2012 “Research Techniques using Qualtrics and Amazon Mechanical Turk” Presentation Link SPECIAL TOPICS Graduate Seminar ACCT-549V Fall 2012 “How Corporate Social Responsibility (CSR) Information is Processed” Presentation Link

 Pearl S Buck Birthplace Foundation Marketing Plans

BUSINESSES SERVED | PROJECT SHOWCASE

 Coni & Franc Student AdWords Campaign Morgantown, WV

 Camp Kesem WVU Student AdWords Campaign Morgantown, WV

 Smart Centre Student AdWords Campaign Wheeling, WV

 Morgantown Brewing Co. Student AdWords Campaign

 Oliverio’s Student AdWords Campaign Morgantown, WV

 Organ Donation Student Designed PSA Campaign

 Child Abduction Student Designed PSA Campaign

Click Image to Open PDF

If you teach Digital Marketing and would like to use my Google Online Marketing Academic Challenge (GOMAC) or Google Ad Grants Online Marketing Challenge (OMC; now in pilot) assignments, please let me know. I’ll be happy to share my materials with you. I strongly recommend utilizing either program (managed by academics or by Google) for a phenomenal experiential learning component in your class. For example, the OMC is a unique opportunity for students to get real-world experience creating and executing online marketing campaigns for nonprofits using a $10,000 budget of in-kind Ads advertising credit through the Google Ad Grants program. Alternatively, the GOMAC allows students to manage Google Ads campaigns for any type of business. My students mostly use this project to serve small businesses in the WV area. As part of the GOMAC or OMC, I have integrated Google Ads certification as a requirement. Academy for Ads provides a wealth of resources and my students have enjoyed 100% certification by the end of the semester (coupled with HubSpot’s Inbound Marketing certification as well). More digital marketing courses here.

DIGITAL MARKETING Students in this award-winning digital marketing course (MKTG-389; Online Marketing Analytics) prepare, measure, and analyze online marketing initiatives while becoming certified across several platforms (e.g., HubSpot Inbound Marketing, Google Ads, Hootsuite). This course emphasizes the application of strategies across multiple channels. With a fully-funded budget, students work directly for a firm through Google Ads. A framework and the tools to manage a company’s online presence and calls-to-action (i.e., actionable and desirable online behaviors) are provided. Students are provided with an in-depth understanding of the application of online marketing as well as strategies and tools to aid in firms’ marketing-related decisions.

CONSUMER BEHAVIOR Students in this consumer behavior (MKTG-315) course analyze consumers’ behavior(s) in the following three primary areas: (a) strategy, (b) policy, & (c) social marketing. Marketing strategy includes setting levels of the marketing mix based on an understanding of the market and segments involved to create desirable outcomes. Developing guidelines involves developing policies, guidelines, & laws to protect and aid consumers. Social marketing is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on consumers or society as a whole. The course has a strong applied & managerial orientation relevant to the current marketing environment.

This digital marketing course was awarded the Digital Learning Innovation Award by West Virginia University. The purpose of this university-wide competitive award is to recognize innovative approaches in addressing important challenges and barriers, including: improving student outcomes & altering instructional approach and pedagogy. Read the WVU Office of the Provost announcement here.

Designed and built by Laurel Aynne Cook © Laurel Aynne Cook 2024

Teaching Experience

DIGITAL MARKETING Students in MKTG-389 (Online Marketing Analytics) prepare, measure, and analyze online marketing initiatives while becoming certified across several platforms (e.g., HubSpot Inbound Marketing). This course emphasizes an application of marketing strategies across multiple channels. With a fully- funded budget, students work directly for a firm or non-profit organization through Google Ads. A framework and the tools to manage a company’s online presence and calls-to-action (i.e., actionable and desirable online behaviors) are provided. This course provides students with an in-depth understanding of the application of online marketing as well as strategies and tools to aid in firms’ marketing-related decisions.

CONSUMER BEHAVIOR Students in MKTG-315 (Consumer Behavior) analyze consumers’ behavior(s) in the following three primary areas: (a) marketing strategy, (b) regulatory policy, and (c) social marketing. Marketing strategy includes setting levels of the marketing mix based on an understanding of the market and segments involved to create desirable outcomes. Developing regulatory guidelines involves developing policies, guidelines, and laws to protect and aid consumers. Social marketing is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole. The course has a strong applied and managerial orientation that is relevant to the current marketing environment.