Digital Excellence Program (DEP)

DEP 2018 – Austin

Topics: Marketing / Sales

October 18-20, 2018

Tuck School of Business and Google partner to help companies develop the tools to thrive in the ever evolving business and marketing world.


The digital landscape is transforming the way we do business. The emergence of digital technologies has created unprecedented access to data and consumer information, while also offering new growth opportunities for businesses of all sizes.

To help entrepreneurs and business owners better understand and execute on the full potential of these technologies, Tuck Executive Education is collaborating with Google to offer the Digital Excellence Program for Minority Entrepreneurs. This program—tailored to minority and underrepresented entrepreneurs—features sessions that cover topics ranging from constructing a digital strategy, to marketing businesses online, to managing digital communities. It will also include multiple intensive sessions on analytics.

Participants have multiple opportunities to access experts from Google and Tuck for one-on-one consultations to help them gain hands-on experience as they learn about topics like website design, Search Engine Optimization (SEO), and understanding what makes a digital business model successful.

Note that this program will be offered just before the 2017 NMSDC Conference at the Cobo Center in Detroit, MI.


Digital Excellence Program for Minority Entrepreneurs is a hands-on, three-day training taught by Tuck faculty, Google experts, and successful minority business executives.The specific goals of the program include:

  • Creating an Overall Digital Strategy: make sure the different aspects of your digital efforts are aligned and support your overall business strategy
  • Understanding Web Analytics: dive into web analytics tools to assess your data and inform your decision-making processes
  • Managing Social Communities: determine which digital communities you should enter and what tools to use to manage and grow these communities
  • Using Digital CRM Tools: use customer relationship management solutions to manage all of your interactions with current and future customers
  • Executing on Platform Management: allocate resources across multiple platform touch points and leverage digital tools based on your customer demographics

Who Should Attend

Owners and senior executives of minority-owned companies who have a minimum of 3 to 5 years’ experience running a small business. These small businesses should generate at least $300,000 in annual sales.

Who comes to Tuck’s programs?

Minority business enterprise owners make an investment in their future prosperity by attending Tuck’s high-impact programs. In addition, some of the organizations that refer candidates to us include the following:

  • National Minority Supplier Development Council (NMSDC)*
  • Women’s Business Enterprise National Council (WBENC)*
  • U.S. Hispanic Chamber of Commerce (USHCC)
  • The National Center for American Indian Enterprise Development (NCAIED)
  • U.S. Pan Asian American Chamber of Commerce
  • National Gay & Lesbian Chamber of Commerce (NGLCC)*
  • Small Business Administration (SBA)* and other government agencies (national or local)*
  • US Business Leadership Network (USBLN)

*These are certifying agencies though certification is not necessarily required.



Program Faculty

Digital Excellence Program for Minority Entrepreneurs is a three-day program led by Tuck faculty, Google experts, and successful minority business executives.

Tuck Professor Alva Taylor will direct the program. He explains, “This is a hands-on program. Entrepreneurs need to be aware of the amazing array of digital business tools and strategies to help grow their businesses. That’s why we’re working with Google and inviting successful practitioners to show participants how to leverage their efforts using technology.”

Leonard Greenhalgh, Tuck Professor of Management and Faculty Director, Programs for Minority, Native American, and Women-Owned Businesses will serve as a Strategic Consultant for the Digital Excellence Program.

History of the Program

The inaugural program took place June 9-11, 2015 at Google’s Cambridge, MA office. Read the article, “The importance of the web” from The Bay State Banner about the Digital Excellence Program. Additionally, the “Digital Excellence Program” DHP Film blog, shares Shezad Manjee, Founder and Creative Director of DHD Films, experience in the program.

Since then, the program has been held in many different locations, including:

  • Seattle, Washington
  • Chicago, Illinois
  • Mountain View, California


Tuck and Google are pleased to bring the Digital Excellence Program for Entrepreneurs to business owners who are looking for the strategies and toolkit to excel in today’s digital environment. The program is a hands-on, three-day training taught by Tuck faculty, Google experts, and successful minority business executives.

The program is part of a benefits package for participants in Google’s Small Business Supplier Diversity program. This program is designed to connect more minority-, women-, veteran- and LGBT-owned small businesses to opportunities within Google, while helping them grow through employing digital strategies. The program supports Google’s unique procurement structure, where all Googlers are empowered to make purchasing decisions based on their specific needs.

To learn more and apply to the Google Small Business Supplier Diversity Program visit

If you are currently an accepted participant of the Google Small Business Supplier Diversity program, you are eligible for an additional scholarship to attend. For further inquiries contact

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