The course I decided to innovate is called “Digital Marketing”. It’s an undergrad elective course, third and fourth-year students, and the course teaches students the challenges of doing digital marketing and how digital marketing can support overall marketing efforts. The impetus for change really came from the students. They wanted to work on a real-world problem rather than maybe a research project that I would give them.
The best way to do that was to find industry partners that can present to the students actual digital marketing challenges that they’re working on right now. The product the students would have to produce then would be an absolutely unique, original, report and students noticed that what they say and what they do and what they write is relevant. Relevant to the company therefore it becomes relevant to them.