HubSpot has worked with the faculty in the Education Partner Program to create instructor resources you can use when designing your courses, including
- Sample syllabi
- Instructor Companions to popular books taught in the classroom
- Project Ideas
The resources below are designed to give you ideas on how to effectively build or improve your course. Most importantly, every resource is completely free for those faculty enrolled in the Education Partner Program.
Sample Syllabi
These syllabi use free certifications, resources, exercises and HubSpot software to create a comprehensive approach teaching these dynamic topics and prepare students to be educated and informed professionals. It may be modified and adapted as each instructor sees fit.
Inbound Marketing Syllabus
Inbound marketing is the result of power shifting from the seller to the consumer, transforming the way that people live, shop, work and buy. As a result, companies must adapt how they attract, convert, close and delight their customers. Replacing the old, outbound marketing methods of buying ads, email lists, and scrounging for leads, inbound marketing focuses on creating quality content that informs consumers about a company and product, at a time and in a manner that works for them.
Find out more about inbound marketing here
In this syllabus, students will:
- Integrate the inbound marketing certification
- Discuss videos on buyer personas led by MIT Professor Bill Aulet
- Have students create buyer personas and appropriate content marketing strategies.
Inbound Sales Syllabus
We’ve designed this syllabus with faculty from Harvard Business School and Bentley University to help students learn Inbound Sales as a powerful strategy for starting, running and growing a business. It will prepare your students to sell a product or service across different business models.
In this syllabus, students will:
- Integrate Inbound Sales and Inbound Software certifications. Both are available for free for faculty accepted to the Education Partner Program
- Discuss sales techniques for the 21st century.
Content Marketing Syllabus
We’ve designed this syllabus in collaboration with Justin Champion, HubSpot Academy Professor, to help students learn Content Marketing alongside the workbook that he has created.
In this syllabus, students will:
- Learn a content creation framework for producing effective content on a consistent basis
- Create and repurpose content that both humans and search engines will love
- Become a stronger, leaner, and more strategic content marketer
Social Media Syllabus
Social media is everywhere. Increasingly, it is where people make connections, stay informed, and find jobs. In 2016, people spent on average 50 minutes a day on just Facebook - almost as much time as they spend eating and drinking. If people have changed the way they live and buy things, it follows that marketing and sales must adapt to this new lifestyle. This course will present an in-depth overview of creating an effective social media strategy.
Find out more about HubSpot’s take on developing social media strategies here.
In this syllabus, students will:
- Examine statistics from social channels such as Instagram and Twitter.
- Discuss the career of a Social Media Manager
- Create budgets to establish buy-in from executives to develop social media plans.
Entrepreneurship Syllabus
We’ve designed this syllabus in collaboration with HubSpot for Startups to help students learn inbound marketing as a powerful strategy for starting, running and growing a business. It will prepare students to enter the world of startups, the internet, digital and inbound marketing.
In this syllabus, students will:
- Integrate the Inbound certification
- Discuss articles by Brian Halligan, HubSpot CEO
- Have students create content to attract new customers
Instructor Guides
Instructor Guide - Inbound Selling
We've entered the age of the empowered buyer. With more than 60% of purchasing decisions made in the absence of a sales rep, the role of the rep itself has been called into question.
Sales professionals and the managers who lead these sales reps must transform the way they think about selling and how they go about executing their sales playbook. HubSpot Sales Director, Brian Signorelli describes the steps sales professionals must take to meet the needs of the empowered customer. In this book, readers will learn:
- How inbound sales grew out of inbound marketing concepts and practices
- A step-by-step approach for sales professionals to become inbound sellers
- What it really means to be a frontline sales manager who leads a team of inbound sellers
- The role executive leadership plays in affecting an inbound sales transformation
For Education Partners, we are also providing a free Instructor's Guide to Brian's book. You can purchase the book here (on Amazon) or here (on Wiley) .
Assignments in Applied Learning
- Assignment: Using Forms And Workflows to Automate Your Lead Nurturing
- In doing this task, students will get an introduction to lead capture, and marketing automation in HubSpot. The project takes roughly 30-45 minutes.
- Assignment: Sending An Email Campaign In HubSpot
- In doing this task, students will get an introduction to list management, email creation, and deliverability in HubSpot. The project takes roughly 20-30 minutes.
- Assignment: Importing Data and Setting up Your Team in HubSpot
- In doing this task, students will get an introduction to HubSpot’s data model, creating custom fields, conducting an import. You’ll also get an introduction to user management, permissions, and team structures in HubSpot. The project takes roughly 20-30 minutes.
- Assignment: Report On Your Success Using Campaigns
- In doing this task, you’ll get an introduction to campaign reporting and asset creation in HubSpot. The project takes roughly 30-45 minutes.
Case Studies and Project Ideas
We're working on a few project-based ideas and case studies. If you're curious about using the software in your course for applied learning, check out some ideas here.
Powerpoint Slides for your Courses
The Powerpoint slides that go along with all of our certifications are excellent supplements to your curriculum. To access these, follow these steps:
- Click into the Certification for which you'd like PowerPoint Slides
- Click on the "Resources" tab
- Click on "Download Slides"