Meet ISM’s current faculty. Five questions — read in less than 5 minutes.
Professor Deanne Larson is currently teaching Digital Marketing online at ISM. She is an active data science practitioner and academic, and her areas of research include data strategy, data science, and project management. Professor Larson holds a master's in Analytics from NYU and a PhD from the International School of Management, along with Project Management Professional (PMP), Certified Business Intelligence Profession (CBIP), and Six Sigma certifications. We asked her five questions about teaching, digital marketing, and her current course.
What do you enjoy most about teaching and teaching at ISM?
It is rewarding to interact with students and see their quest for knowledge. I am a lifelong learner and see education as an investment in oneself, and it is wonderful to see this desire in others and help them achieve this goal. The thing I enjoy most about teaching at ISM is the students! I have taught at several universities, but ISM has the greatest diversity and experience levels in students that I have encountered. The international perspective is enriching, and I also learn from the students.
What excites you most about digital marketing?
Digital marketing is exciting because it is more personalized and effective than the prior generation of marketing. Digital marketing is measurable for organizations and has a broader scope which includes customer satisfaction, search engine optimization, segmentation, content creation/management, and social media to name a few key areas. It really is how organizations reach their customers and build that relationship for the customer's lifecycle.
How do you see digital marketing changing in the next 5 years?
Digital marketing is going to become more automated and prescriptive with Artificial Intelligence. Today, digital marketers focus on what customers to target with what offers. This will become automated by AI and more personalized to focus on each individual customer.
What are the top 3 books on digital marketing that you would recommend?
- Dynamic Digital Marketing by Dawn McGruer
- Location is (Still) Everything by David Bell
- The Essential Guide to Marketing in a Digital World by Rob Stokes (we use this in our course!)
Do you have any advice for those about to take your upcoming course?
We explore many aspects of digital marketing application with case studies. I would encourage students to think about how they interact with companies today and what they find to be effective digital marketing approaches for them as a customer. Putting yourself in the shoes of the customer is a great way to prepare for the case studies and to think about effective digital marketing strategy.
