Capstone: Digital Strategies
....for those seeking their "Digital Certification."
What is this capstone class all about?
In this capstone class, students will research and build out an integrated marketing plan for a business to be selected by the instructor. In particular, they will learn how to conduct a market segment analysis, determine their target's consumption of digital and social media, assess the competition, determine pricing and promotion, set strategy by channel, identify key performance indicators for monitoring the business and lastly learn how to set goals both long and short term. Students will bring everything they have learned together showing they know how to build a truly integrated marketing plan. Students will work in small teams on this project.
All prior certification requirements must be met prior to taking this course. The final team presentation will be made in front of a judging committee comprised of the instructor, program director and members of the Digital Media Marketing Advisory Board.
Who is the instructor?
Your instructor is Matthew Coble. Matt is CEO of G Inc., a digital innovation agency based in St. Louis that helps startups grow their businesses, works with corporate clients on new product development and innovation initiatives, and pursues internal startup ideas of their own.
Matt's leadership roles over the years have resulted in successful experiences building and leading multi-disciplinary teams across geographies, and he has developed deep skills in business strategy, branding and marketing, digital strategy, experience design, mobile, social media, and technology. His client work and research has also exposed him to a wide variety of entrepreneurs, emerging technologies, and many innovations that shape and affect our lives. He is an active mentor with two leading startup accelerators in St. Louis, and he regularly advises startups on a variety of topics.
Before co-founding G Inc., Matt was a senior creative and digital leader with FleischmanHillard, a global communications agency. He has over 18 years of experience in all things digital. During his time in FleishmanHillard's global headquarters in St. Louis, Matt worked with a number of the agency's top clients including AT&T, Merck, Monsanto, Nestle Purina, Saudi Aramco, Tyson Foods, and Washington University.
Prior to FleishmanHillard, Matt served as the General Manager in the Atlanta office of the digital agency, Schematic (now called Possible Worldwide). In that role, Matt started and led the company's operations in the southeastern U.S. with clients such as The Coca-Cola Company, National Public Radio, the PGA Tour, the WTA Tour, Turner Broadcasting, and the U.S. Library of Congress. His team's work with Microsoft and NBC on the broadband video player for the 2008 Summer Olympics earned an Emmy award.
Before Schematic, Matt served as Chief Technology Officer of the digital agency, Studiocom. There he oversaw the company's technology operations and the growth of its technology teams in its U.S. and Bogota, Columbia offices. Before Studiocom, he created and grew his own digital agency and served as a leader within other early digital agencies extending back to 1996.
Matt earned his undergraduate degree from Duke University. He, his wife, and his two children live in St. Louis, Missouri.
Where is this capstone class being held?
It is held on the UMSL North Campus. You will find the map here: north-campus-map%20(1).pdf