From Fragmented Tactics to Strategic Vision: A Digital Marketing Journey 

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In a previous blog, we explored the exciting world of digital marketing and discussed how pursuing an MBA from Robert Kennedy College (RKC) can be a pivotal step in unlocking your future in this dynamic field. From strategic thinking to data-driven decision-making, the programme offers a robust foundation for aspiring digital leaders.

This week, we are pleased to bring you a more personal perspective—insights directly from Gohar Hovsepyan, a current RKC student, who shares her journey, experiences, and reflections on navigating the MBA programme.

Without further ado, let’s dive in.

The Digital Marketing module has been a journey of significant professional and personal growth. As an Executive MBA student at Robert Kennedy College (RKC), this course offered a panoramic view of an ever-evolving landscape, forcing me to challenge preconceived notions and deepen my understanding of a field I thought I already knew. This reflective report delves into my learning process, evaluating key insights, articulating my strengths and weaknesses, and outlining a clear path for future performance. 

The Digital Playing Field: A New Perspective 

The initial units, particularly “Introduction to Digital Marketing” and “Strategic Thinking in the Digital Age,” provided a robust foundation. Before this module, my understanding of digital marketing was largely fragmented and tactical. I perceived it as a collection of disparate activities like social media posting or running ad campaigns, rather than an integrated strategic discipline. This course directly challenged that view, helping me see digital marketing as a cohesive, customer-centric strategy deeply interwoven with overall business objectives. My initial strength lay in my eagerness to learn and my ability to synthesize new information quickly. I found myself rapidly absorbing core concepts, from the critical evaluation of various digital tools to the strategic alignment of digital efforts with business goals. However, I identified a weakness early on: a tendency to seek immediate, clear-cut answers. This sometimes hindered my ability to embrace the nuanced and ambiguous nature of digital strategy, as I was prone to trying to fit complex scenarios into simplified frameworks. 

My Learning Journey: Process and Motivation 

My approach to studying this module was a blend of independent learning and collaborative engagement. The structured learning units provided by RKC were my primary resource. I found the combination of readings, case studies, and interactive forum discussions particularly effective. I supplemented these with my own research, using platforms like LinkedIn Learning and industry blogs to see how the theoretical frameworks applied in real-world scenarios. This hands-on, self-directed learning was crucial for building a deeper, more practical understanding. 

The group and individual assignments were pivotal in this process. The group assignments were especially insightful, as they required us to deconstruct case studies and apply theoretical frameworks to understand diverse customer behaviors. While this was a collaborative effort, it also highlighted a personal challenge: my underestimation of the emotional drivers behind online consumer behavior. While I could logically follow customer journey maps, truly empathizing with the digital customer’s needs—as highlighted in Unit 4—required a conscious effort to move beyond purely rational analysis. Feedback from my peers was instrumental here; it often highlighted instances where my initial proposals, while technically sound, lacked a deeper understanding of the human element, pushing me to refine my approach. 

Motivation throughout the course was a key factor in my success. As an Executive MBA student, balancing work, life, and studies can be demanding. My motivation stemmed from a clear understanding of the module’s relevance to my career. I kept my motivation high by regularly connecting the course material to my current professional challenges and future career goals. The discussions with fellow students, many of whom faced similar professional dilemmas, also created a strong sense of community and shared purpose that fueled my drive to learn and excel. 

Key Insights and Self-Discovery 

The latter half of the module was a turning point. Units on the Digital Marketing Mix and Customer Relationship Building dismantled my preconceived notion of the marketing mix as a static concept, demonstrating its dynamic adaptation in the digital age. I realized that a successful digital strategy often involves a symbiotic relationship between online and offline experiences, a nuance I had previously overlooked. My initial skepticism towards the long-term relationship-building aspect in the transactional digital environment was directly confronted by Unit 8, which highlighted the critical importance of nurturing online relationships for building brand loyalty and advocacy. 

The final units on KPIs and Ethics were particularly transformative. While I understood the theoretical importance of measurement, translating marketing objectives into actionable, measurable KPIs proved challenging. My initial attempts often involved generic metrics rather than specific, strategic indicators, which highlighted a need to develop my analytical rigor. 

Finally, the unit on ethical, social, and political aspects was a crucial turning point. My prior understanding of ethics was largely confined to avoiding obvious misrepresentation. This unit expanded my awareness to encompass the legal, moral, and cultural nuances of online activities. It challenged my inherent bias towards maximizing reach without fully considering the societal implications. This forced a deep interrogation of my own value sets, pushing me to consider not just “what works” but “what is right” in the digital sphere. 

Future Learnings and Opportunities 

The Digital Marketing module has equipped me with a robust theoretical framework and a critical lens to navigate the complexities of the digital landscape. Several key areas for development have been clearly identified: 

● Deepening Analytical Rigor in KPI Development: My weakness in defining robust KPIs is a clear area for development. I plan to take online courses and workshops specifically on marketing analytics and data visualization to gain practical experience. I will seek opportunities to manage marketing projects where I am solely responsible for defining and tracking campaign performance, moving beyond theoretical understanding to practical mastery. 

● Cultivating a More Empathetic Digital Approach: While I have made strides in understanding the emotional drivers of consumer behavior, consistently applying this empathy remains a priority. I will actively seek out resources on behavioral economics and user experience (UX) design, specifically focusing on how psychological principles influence online interactions. By intentionally incorporating user personas and empathy mapping into my digital strategy development, I will ensure the human element is central to every decision. 

● Championing Ethical and Responsible Practices: The rapid pace of digital evolution demands continuous learning, particularly regarding its ethical implications. I will commit to regularly following industry publications and research on emerging technologies like AI in marketing and the metaverse. Engaging in discussions around data privacy and responsible AI will be a priority, ensuring I maintain a sophisticated awareness of the evolving digital landscape. 

In conclusion, this module has been a transformative journey. It not only broadened my knowledge but also refined my self-awareness, providing a clear roadmap for confident, ethical, and continuously enhanced performance in the dynamic digital world.

#DILO – A day in the life of an RKC master’s student – June H

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As a former Education advisor, if I had to pick one of the most frequently asked questions by prospective students, it would be “How many hours do I need to study?”  

The vast majority (if not all) of our students are working and leading hectic professional lives. Some are motivated and have already decided to undertake a master’s, while others contemplate the unknowns of an online programme. In my experience, two things affect their decision the most.   

First – finances, and second, being able to strike the perfect work, study, and life balance. While I cannot completely help you with the finances (partially yes – check out the discount offers currently being offered on our online MBA, MSc, and LL.M programmes), I thought what I could do to help was to bring some facts to light about the other unknowns – what does a typical day in the life of an online master’s student look like?  

Today, we’re looking at June’s typical study days. June, an RKC & University of Cumbria’s graduate, offered us these answers:  

An Introduction  

Which programme did you choose and why?  

I chose MBA programme as it matched my work experience and that is what I wanted to do after graduation.

The Study Plan   

How did you plan to study each module, and what was the reality? How many hours did/do you have to put in each day/or in a week?  

Each Monday morning I would check the requirements for the modules I was registered into. I would then plan my week accordingly. I put in about 20 hours a week for each module, plus some extra time when completing the assignments, mid-term or final. Each week I tried to respond on the discussion board by Wednesday and then would respond to others on the discussion in the latter part of the week. Of course, sometimes life gets in the way, and I would have to put in more time one week, to make up for the time I missed due to other obligations.

What part of the day did/do you find most suitable to study? (e.g. early mornings, lunch break, evenings, weekends?)  

I work best in the morning, so this is my preferred time when possible. To study in the evening I would often go to the local library for a quieter atmosphere that at home.

To study in the evening June would often go to the local library for a quieter atmosphere that at home.

How much time did you devote for each assignment?  

Probably more than I should have! It depended on the amount of research that was needed for each assignment. On an average about 20 – 30 hours for mid-terms and 40 – 60 hours for finals, with the exception of the residency with the final assignment after returning – I’m guessing I spent closer to 120 hours on that final assignment.

Travelling and Communication  

Did you travel for work? How did travelling impact your ability to study?  

Studying would become difficult due to disparate bandwidth availability. Having said that, it was often an opportunity on the plane or between flights to study during quiet times.

How were you able to interact with peers and/or professors given the time differences?  

The five hour time difference between Ontario Canada and Switzerland was bit of a problem, especially trying to get assignments in on time.

A typical day as a master’s student  

What does a typical day as an Online Masters’ student look like for you?  

Since I work best in the morning, I would get my coffee and start by checking the discussion boards and making note of what I needed to give a response for. I mapped out my reading for the week, and so would spend my allotted time doing the reading and listening to webcasts. By Wednesday each week, I would put my contribution to the discussion board.

Any advice?  

Any advice you have for students to better plan their studies.  

Make a schedule early on to get the mid-term and final assignments completed.

Create files on your computer to keep your modules, assignments, and research organised so that when you are completing your assignments you can easily find your materials. I noticed that many students did not participate in the discussion boards, and I think they missed a valuable part of the learning. And potentially we missed out on their experience and perspective that they may have shared with the rest of the class.

 

June advises to create files on your computer to keep the modules, assignments, and research organised

All right, so this was a sneak peek of a typical day in  life as a master’s student. I hope you find it insightful and informative and that it gives you an idea of what to expect when you enrol for our master’s programmes. Watch this space as we have many more interesting insights coming up! 

#DILO (A day in the life of) a master’s student – Pascal

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Through the #DILO series of blog posts, we have been bringing you insights into the life of our master’s students, sharing their thoughts and opinions, ups and downs, and key learning points during their online studies. The whole idea behind this series is to make you aware of the realities of online studies and aid you in decision making.   

This week we take a look at a day in the life of one of our master’s degree student, Pascal. Here are a few insights and some words of wisdom that Pascal had to share from his own experience:  

An Introduction  

Who are you, really?  

Pascal S, a journalist for more than 25 years  

Which Uni are you studying with?  

University of Cumbria  

Which programme did you choose and why?  

MBA Media Leadership, to get even better in my job as a journalist/editor/redactor in chief. And another challenging part was to study the programme in a foreign language.  

  

The Study Plan  

How did you plan to study each module, and what was the reality? How many hours did/do you have to put in each day/or in a week?  

I studied between one and two hours per day during weekdays and at least two hours per day during the weekends, sometimes more.  

What part of the day did/do you find most suitable to study? (e.g. early mornings, lunch break, evenings, weekends?)  

Because of the family and the job, the only suitable time to study was the evenings during the weekdays rather than in the afternoons & evenings during the weekends.  

How much time did you devote for each assignment?  

ItI took me around 10 days for the interim assignment and a little more than two weeks for the final assignment. Coordination for the final assignment is quite delicate as I wanted to end it at least a week before the due date, in order to check, read, correct, Turnitin Test, etc.  

  

Travelling and Communication  

How did travelling impact your ability to study?  

It did not, as I did not travel a lot—only a daily commute.  

How were you able to interact with peers and/or professors given the time differences?  

I consider interaction as satisfying, although I prefer chatting directly with people. But I enjoy reading contributions and experiences all around the world, which is a bonus for online teaching.  

  

A typical day as a master’s student  

What does a typical day as an Online Master’s student look like for you?  

After the daily chores and home duties, I read the assignment documents, trying to find out what is the most relevant or, at least, the general picture. I take notes, references and try to see if there are other sources to complete the assignment. Sources I will use for my final assignment.  

  

Any advice?  

Study a bit each day (one to two hours in a day), prepare yourself a work schedule, take notes, write down your ideas and start your assignment(s) early; otherwise, the time pressure will kill you.  

Well, indeed, incredibly helpful advice from Pascal. A proactive early start not only saves you from an unpredictable situation but also helps you follow your study plan with confidence. To get you through the master’s studies, we have an excellent faculty team of subject-matter experts, who guide and encourage students to achieve their potential.   

If you have been dreaming of joining a master’s programme or have had this personal goal to gain a higher education, now is the time! Take the valuable advice from our current students, gain from their experience, add your own unique study strategy, and make your own success stories! I would love to feature you one ce day on our college blog.  

Chat LIVE on WhatsApp with one of our Education Advisors for more information on all the programmes we offer, the application process, and for information on discounts we might be offering at this time.