Mastering Participation Marketing: William & Mary’s Micro-Course Unveils Trends for 2023 and Beyond
In the ever-evolving landscape of marketing, staying ahead of the curve is essential. Beyond the traditional four Ps of the marketing mix – price, promotion, product, and place – lies a fifth, perhaps even more powerful P that is emerging: participation.
William & Mary’s Raymond A. Mason School of Business is pioneering this shift with an innovative on-demand micro-course titled “Participation Marketing Strategy: Trends to Incorporate in 2023 and Beyond.” Spearheaded by Matt Williams, Clinical Associate Professor of Marketing, this micro-course is designed to empower professionals with the knowledge and skills needed to leverage the dynamic landscape of participation marketing.
Participation marketing recognizes that customers wield tremendous influence, shaping products and messages throughout their active engagement. As Williams explains, “Customers now have the power to influence the products they consume and the messages they encounter, simply by participating in the ecosystem created around them.”
The free, on-demand micro-course is comprised of two videos and a Participation Evaluation and Planning Worksheet, all aimed at providing participants with a holistic understanding of participation marketing.
In the first video, “Participation Marketing Strategy: What It Is and Why It Matters,” Williams dissects the industry shifts propelling participation marketing to the forefront. He explores the do’s and don’ts of implementing this strategy, ensuring participants grasp its intricacies.
The second video, “Participation Marketing Strategy: Customer as Co-Creator,” delves into the mechanics of engaging customers as co-creators, nurturing community building, and the strategic implications of participation marketing. It provides valuable insights into how to empower customers as brand ambassadors and effectively harness customer data for tailored marketing.
Once participants have completed the videos, they can immediately translate their new knowledge into action using the Participation Evaluation and Planning Worksheet, an interactive tool designed to prompt reflection on existing marketing strategies and facilitate seamless integration of participation concepts.
This online micro-course is designed for marketing students as well as professionals looking to transition into marketing or climb the corporate ladder to upper management. It not only imparts knowledge but also provides practical tools for success in this dynamic, fast-changing industry.
Williams, a seasoned professional with a 30-year career in advertising and brand management, underscores the practicality of the micro-course. “Data and creativity are the twin pillars of success in marketing,” he said. “This course equips you with the skills needed to thrive as a marketer in this digital age.”
The Mason School is committed to providing educational opportunities that reflect new areas defined in business, ensuring that the next generation of business leaders are prepared to enter the workforce or can adapt to changes in their current roles. Pam Suzadail, Associate Dean of Online Programs at the Mason School, underscores the significance of micro-courses like this one, stating, “We recognize the opportunity to offer micro-courses as a way to enhance the educational journey for our current students and to cater to professionals seeking to upskill.”
