1. Executive Digital Marketing Externship
OVERVIEW
A mastery of Digital Marketing is essential for every executive and every business. However, because the digital
landscape evolves rapidly, a cursory overview or even a week-long academic crash course, is not useful enough.
Business and marketing leaders today must possess a strong command of the fundamentals and the “muscle
memory” of best practices and processes which can only be gained through sustained, hands-on practice.
The Executive Digital Marketing Externship is a four (4) month program in which seasoned business and
marketing leaders work in close collaboration with Dr. Augustine Fou and learn via real-world, hands-on digital
marketing activities. The targeted outcomes are both a fluent knowledge of the disciplines of digital marketing
and business strategy and a published body of work and online network which forms the foundation of a
verifiable business reputation.
WHO IS IT FOR
This Externship is exclusively for seasoned marketing executives with a minimum of 10 years of corporate
marketing experience. The program accepts only 5 students concurrently. Students must be recommended by a
prior student or nominated by 2 peers to apply.
DESCRIPTION OF ACTIVITIES
Executive Job Shadowing
Unlike case studies, which work backward and highlight what was successful in hindsight, or class projects,
which simulate situations that need solutions, job shadowing provides an intimate understanding of every step of
the process -- e.g. from formulating a digital strategy to identifying relevant tactics, to measuring the success of
the marketing in real time, etc..
In the course of job shadowing, executives will learn how to:
Properly diagnose the real problem to be solved;
Gauge practicality/feasibility of tactics as they relate to strategy;
Drive performance while keeping a close eye on timetables, budgets and payout;
Sell the right solutions through top management;
Set the right internal expectations and metrics for success.
Digital Asset Creation and Network Building
Executives will also create their own process for building a collection of online assets (e.g. slideshares, articles,
blog posts, tweets, etc.) and expanding their own search-optimized online presence and digital reputation. This
provides first-hand experience in publishing compelling thought-leadership pieces, measuring its resonance and
continually refining it. At the end of these six months, the executives will have built a powerful network and
established a solid foundation for their digital reputation.