The Digital Marketing Simternship® + Courseware
Turn today’s students into tomorrow’s digital marketing professionals
The Digital Marketing Bundle has been revised for 2025, bringing all-new updates to your favorite simulation and courseware! This bundle includes the Stukent Digital Marketing Simternship, which allows your students to act as marketing interns for a simulated e-commerce company. Your students will manage a large advertising budget while optimizing their search, display, and shopping ads for maximum ROI.
The “Digital Marketing Essentials” courseware covers on- and off-site SEO, website analytics, PPC advertising, and social media marketing strategies that your students can use in their coursework and their future careers.
The Stukent Digital Marketing Simternship
Hands-on, hassle-free learning for every course modality
Hands-on Learning Without Limits
The Stukent Digital Marketing Simternship contains 10 rounds that immerse students in the essential activities of digital marketing. Participants manage over $100,000 in simulated ad budgets; create and optimize PPC, display, and shopping campaigns; and refine skills in SEO, keyword research, and landing page optimization; all while receiving real-time feedback and insights to enhance their learning experience.
Your students will master key digital marketing skills, including:
Keyword research
PPC and display ad management
Utilizing AI in digital marketing
A/B testing
Budget allocation
On- and off-site SEO
Data analysis and reporting
Landing page optimization
Key simulation learning objectives
Your students will master key digital marketing skills, including:
- Select and optimize keywords
- Create and optimize bids
- Organize, create, and optimize search campaigns, ad groups, and ads
- Identify and analyze key performance indicators
- Conduct landing page optimization
- Organize, create, and optimize interest and remarketing display ads
- Organize, create, and optimize a shopping ad
Stukent Simternships
Employ Students
in Career-Relevant Learning
A Stukent Simternship® is a career-relevant, work-integrated learning experience that helps your students connect classroom concepts to real-world tasks.
In a Simternship, students become marketing managers, PR officers, entrepreneurs, SEO specialists, accountants, and more. They will interact with simulated supervisors and coworkers, perform realistic tasks, and build their confidence within the safety of a simulated environment.
Feels built-in, not bolted on
Micro Module: AI in Marketing
Included for FREE with any Stukent Marketing Simternship or courseware!
The Micro Module: AI in Marketing is designed to complement any marketing course. Whether you’re teaching marketing principles, digital marketing, SEO, social media, or other topics, this module adds powerful, up-to-date AI activities to your curriculum.
Hands-on Learning without the Hassle
Stukent Simternships integrate with your favorite LMS platforms
Single Sign-on
Grade Book Syncing
Deep Linking
Rostering
Practice, Meet Pedagogy
Pair Your Simternship With Stukent Courseware
Stukent courseware aligns with your Simternship, giving
your students a solid foundation for success.
Stukent Courseware
Courseware that puts classroom concepts into professional contexts
Stukent courseware goes beyond the limitations of the printed textbook, pairing powerful instructional resources for you with an annually updated, concise text for students.
An Authoritative Text + Robust Instructional Resources
The “Digital Marketing Essentials” courseware
The “Digital Marketing Essentials” courseware contains a digital textbook that equips students with foundational knowledge in web design, on- and off-site SEO, analytics, paid advertising, web analytics, email marketing, and more. This courseware also gives you turnkey resources such as auto-graded assessments, lesson plans, and lecture slide decks.
With Stukent, you can teach your best course in less prep time!
What’s Inside
Table of Contents
Introduces the key technical terms in digital marketing and the essential components of building and maintaining a successful website.
Explores the principles of effective web design, optimizing essential page elements, and creating high-converting landing pages for desktop and mobile users.
Helps students understand how analytics work, how to track key metrics and performance indicators, and how to leverage tools like Google Analytics to make data-driven decisions, measure attribution, and optimize strategies.
Examines maximizing website relevance, selecting effective target search phrases, creating high-quality pages, evolving SEO considerations, and the future of search engines.
Examines how links and popularity metrics impact search rankings, develop link-building strategies, and leverage content marketing to enhance off-site SEO efforts.
From selecting search targets and crafting compelling ad copy to purchasing ad space, this chapter explores the fundamentals of paid search advertising, analyzing results, and structuring Google Ads accounts effectively.
In this chapter, students gain insights into display networks, audience targeting, banner ad design, retargeting strategies, and how to optimize ads while maintaining consistent messaging across campaigns.
Introduces core email marketing concepts, including capturing quality email lists, crafting engaging content, measuring campaign success, avoiding spam filters, and leveraging customer relationship management tools.
Explores effective social media strategy, including planning activities, selecting platforms, creating engaging content, effective promotions, and measuring success to optimize future efforts.
Examines the unique features, strengths, and best practices for leveraging popular platforms such as Facebook, X (formerly Twitter), Pinterest, YouTube, LinkedIn, Instagram, Snapchat, and TikTok in digital marketing strategy.
Explores how to monitor brand mentions, address negative content effectively, and create positive narratives to protect and enhance online reputations.
Helps students understand the differences between mobile and desktop marketing, learn strategies for advertising to mobile users, explore mobile app marketing, and anticipate future trends in mobile technology.
Helps students build a comprehensive digital strategy by utilizing a structured framework, selecting the right channels and tactics, and effectively allocating resources to achieve marketing goals.
Explores how AI operates, its applications in digital advertising, practical ways to leverage AI, and the ethical considerations surrounding its use in marketing.
Key courseware learning objectives
In this courseware, your students will ...
- Name the three objectives of a website.
- List the dimensions on which an ad and landing page should match to encourage conversion.
- Select the best KPIs for any type of website.
- Improve a web page’s relevance for a target keyword by suggesting specific changes to the web page.
- Identify the keywords that would be most worthwhile for a website to target in its search engine optimization efforts.
- Identify the various types of search engine advertisements and their parts.
- Distinguish among CPC, CPM, and CPA bidding strategies.
- Describe the parts of a social media campaign plan and use this plan to design an effective campaign.
- Explain how digital marketing strategy relates to marketing strategy and digital marketing execution.
- Identify how to allocate marketing resources effectively across available digital channels.
200+ Embedded Educator Resources
Everything You Need to Teach
Your Best Course
- 14 chapters
- Industry-vetted certification exam
- 46 auto-graded Check Your Understanding activities
- 13 auto-graded Strengthen Your Skills activities with 129 questions
- 14 auto-graded chapter quizzes
- 2 skill-building projects
- 4 case studies
- 3 real-world assignments
- 14 lesson plans and lecture slide decks
- Sample syllabus and sample course calendar
- Cumulative glossary for student reference
- Sample syllabus, course outline, and calendar
Comprehensive, On-Demand Video Resources
The “Digital Marketing Essentials” Video Lectures
Flip your classroom with ease! The “Digital Marketing Essentials” Video Lectures contain 14 hours of video lectures from Dr. Jeff Larson, a professor of marketing at Brigham Young University. These video lectures pair with the courseware, giving your students additional support, instruction, and insights into their course material.
About the Authors
Jeff Larson is a professor of marketing at Brigham Young University, where he has taught courses in Marketing Research and Internet Marketing since 2007. He received a Master’s Degree in Applied Economics and a Ph.D. in Marketing from the University of Pennsylvania, Wharton School of Business.
Stuart Draper has taught and mentored hundreds of college students on digital marketing as an adjunct faculty member at Brigham Young University – Idaho. Before founding Stukent Inc., Stuart founded the successful digital marketing agency, Get Found First, and he has hired and trained dozens of college students as online marketing interns and employees.
One Platform. Hundreds of Resources. Unlimited Possibilities.
Additional resources for creating a great course
Keeping Content Current
The “Digital Marketing Essentials” courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum will always be on the cutting edge of your industry.
Support for Students
The Stukent Support Team helps students and educators get the most out of their Stukent experience. Whether you need help logging into your Stukent Simternship, navigating your courseware, or understanding simulation results, we’re here to help!
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