Getting started in digital marketing with Google and the FHNW

MK Google and education - do they even go together?EVELYN LEU Of course, Google is not an educational institution. Nevertheless, it is important for us to pass on our knowledge about digital marketing. There is still far too little know-how on the market - digital marketing is often only a small part of traditional marketing training.MK How does Google Switzerland bring this know-how to the people?LEU For almost two years now, we have been offering "Atelier Digital", a free training course. The online course comprises 23 chapters on the topic of digital marketing with explanations of terms, videos, practical examples and control questions. We have also been offering regular free face-to-face training courses for five years. Last year, over 10,000 people from SMEs, start-ups, sole traders and other interested parties took part in these.MK Google is now collaborating with the FHNW in the field of education. How did the collaboration come about?LEU The FHNW already has a good offering in the digital sector. They have the right target groups and we have the expertise. That makes cooperation a good idea.MARTINA DALLA VECCHIA The collaboration began last year. We organized a "boot camp" with Google, where students and people from continuing education were able to benefit from Google's knowledge over five days. The participants were enthusiastic. Much of what happens on the internet today and is relevant for business is linked to Google tools. This requires expert know-how.MK This collaboration will now be expanded.DALLA VECCHIA Exactly. We integrate the digital platform "Atelier Digital" into a seminar that can be completed with a certification exam. Participants have to demonstrate the practical application of what they have learned live using case studies. This means that ECTS points can now also be awarded for this training if the exam is passed.MK Who is this seminar aimed at?DALLA VECCHIA The seminar offers a clear, efficient introduction to digital marketing. On the one hand, it is aimed at our students so that they can build on a certain basic knowledge. For example, business informatics students in their third semester must already complete the course this fall. On the other hand, the course is also aimed at people already in employment who would like to do further training.MK How important is it for Google that ECTS points are now awarded for the training program?LEU Very important. In this way, we can show that the know-how imparted is relevant regardless of Google. A recognized qualification naturally increases the motivation to really work through the 23 lessons thoroughly. Although the online course is offered by Google worldwide, we are the first in Switzerland to award ECTS points at tertiary level.MK Isn't there a risk that the content of the online course is too focused on Google?DALLA VECCHIA Of course, we took a close look at the content and found that it is very neutral. For example, it talks about web analytics and not just Google Analytics. And when it comes to social media, the focus is of course also on Facebook. But it is also clear that Google is one of the most relevant providers on the market. So it is important to know how to use Google tools.MK Where do you see the biggest knowledge deficits in digital marketing?DALLA VECCHIA There is often a lack of basic understanding of what digital marketing is all about. While traditional marketing only focuses on the customer, digital marketing is also about machines. Content must be prepared in such a way that it is also perceived by search engines or bots. This requires a completely different way of thinking, a "digital mindset" is needed. You have to understand the technical dependencies. What does a machine need for data so that I can use it to my advantage? We need people who can think in terms of data:www.fhnw.ch/seminar-digital-marketing-masterclassg.co/atelierdigital