Eastern Michigan University
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Search Marketing Workshop is a Game Changer

Published January 21, 2014

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Bud Gibson

Dr. Bud Gibson, Associate Professor
of Information Systems

The Search Marketing Workshop at Eastern Michigan University saw a record attendance at its annual conference on Nov. 22. The conference, now in its third year, highlights EMU's leadership role in training the new generation of digital marketers and covered digital marketing topics with an emphasis on search marketing.

This year, 190 people attended the conference, which featured 14 speakers from the world of digital marketing. Guest speakers spoke on topics such as campaign strategy and execution, and measuring against goals.

"We are trying to get EMU on the map with this conference," said Bud Gibson, the conference organizer and a professor in the computer information systems program. "We want to take on a digital marketing leadership role with training students."

The conference attracted business people from top southeastern Michigan companies. Many of the participants and speakers are Eastern alumni who have gone on to work at these prestigious companies.

"Digital marketing is a game changer in marketing and people are trying to figure it out," said Gibson. "This conference helps people figure it out."

The speakers represented such businesses as Google, Quicken Loan, Pure Michigan, re:group, Performance Network Theater and Universal McCaan.

"The Search Marketing Workshop is a great way to showcase your business, network with other marketers and challenge others to be the best they can be in the workplace," said Marissa Kurtzhals, the marketing director at Performance Network Theater. "I wanted to participate because I wanted to share my ideas and inspire others."

Students from EMU's College of Business are also a key component to the conference where they present their work to attendees during a poster session between workshops. One of the main goals of the conference is to motivate students to keep studying, says Gibson.

"Students who attend see that the academic subjects we teach are being done by real organizations and they can be immediately employable," said Gibson. "Having a large number of alumni speakers who are willing to interact with students helps reinforce this impression."

-- Written by Emily Vontom, a graduate student at Eastern Michigan University, where she will soon earn her master's degree in written communications.

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