Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications. Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.
SMU Continuing and Professional Education (CAPE) has a variety of marketing programs available, including the Digital Marketing certificate program. SMU’s continuing education certificate is not available online, but for students in the Dallas metropolitan region, it is offered in a convenient once-per-week evening course with two concentrations: Marketing Strategy and Analysis, or Digital Branding and Communications. The full certificate can be completed in only one semester, with a discounted price for students signing up for the full program at once. A continuing education opportunity for students to complete a more specialized Digital Analytics Certificate program is launching in the spring. SMU’s has other opportunities available for online students, including the Graduate Marketing Certificate Program (through Cox).
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