Educating the First Wave of Trained Digital Strategy Leads
Welcome to Bentley University
Its 6pm and I’m eating sushi outside the LaCava student center at Bentley University before giving a guest lecture. About a quarter of the people I meet are international. It’s 80 degrees and spring break is over. Everyone seems tanned rested and relieved.
But behind the happy afternoon, higher education in America is facing challenges big enough to nearly end its existence on the way to dramatically remaking it.
We’re already aware of the looming obligation of debt that students too often graduate into. And too often, they find their academic work doesn’t line up to corresponding professional rewards.
Could Higher Education Become a Sucker Bet?
There is a point at which the cost of higher education becomes a sucker bet. That usually happens when everyone agrees something is a sure win. Often there are even loan programs to extend such markets, and cost bubbles emerge. And those last in get hurt the worst. Sounds familiar, right?
But cost isn’t higher education’s only challenge.
A recent poll showed that professors know less that one-fifth of their students by name. The speed of economic and business changes makes the half-life of specific knowledge conveyed in undergraduate education breathtakingly short.
Students need the kind of creative and adaptive skills that can only come from instructors who know them up close, who can encourage and evaluate them, and will remember their names for a few months. Anonymity is a clearly an anti-pattern to this kind of involved learning.
Student Consulting Teams Work at Bentley
So I was delighted to walk across the Bentley University campus with my host, Mari Anne, as she stopped and visited with no fewer than three separate teams of students working together before her class. They were preparing marketing programs for real small-business clients that are part of their course with her.
By this time in the year, she knows them both by name and more: here’s the bad boy who often has great ideas; she’s driven and we did a session to get her ready for a Digitas interview; he’s up for a job at Hubspot and is headed out sailing after graduation.
She opens up the network, allowing students unfettered access during class. (yes, America, students play Tetris during lectures – certainly during mine.) She puts the week’s quiz questions up on the screen early, letting early arrivers get a few minutes extra to answer her weekly marketing current-events quiz.
- What big Apple event occurred while we were on break? (The iPad launch)
- How are big-box retailers cashing in on Apple’s big event? (Early openings, which Apple loves.)
- How is Amazon getting in on Apple’s big event? (With a new reader for the hi-res new iPad.)
- What major digital event occurred in Austin, TX while we were on break? (SxSW)
It’s the kind of information you’d expect young marketers to have “top of mind.” It creates a culture of people who are on top of the space, even during spring break. “The more knowledge you have that is relevant and current, the happier I am,” says Mari Anne.
Ideas, Action and Adaptation
I give my short talk on how marketers can use the rubric of Lay Epistemology to plan campaigns that shift audience beliefs, and a quick flyover of how to analyze “conversion architecture” on landing pages. It’s just academic enough to inspire note-taking. And when the questions start, it gets fun.
These are people on deadline; they want to know if these ideas will help them deliver better advice. “What’s the right mix between inbound techniques and advertising?” “How far into social media can you expect a client to go who is non-technical?” “How can you advise a company that badly needs market research?”
Professor as Account Director
When two students mention their plan to visit a restaurant they’re advising, Mari Anne asks, “What for? If it’s to get the vibe, go at rush hour. If it’s to talk to the client, go late – one owner is always in the kitchen, and they’re more accessible during closedown.”
Mari Anne functions like an Account Director. She wants to see previews of their client-solution pitches, and emphasizes that they have to connect ideas to next steps that the clients will be able to put into action.
Most of the class is headed to graduation. They’re interviewing at agencies, marketing service companies, and media firms. Thanks to Mari Anne, each has worked for clients usually in two different industries. They know current events, speak the lingo, and expect to adapt ferociously to a fast-changing industry.
A half -of them have sent me LinkedIn invitations before I’m out of the room. They’ve tweeted the night’s high points, and dropped ideas into draft PowerPoint stacks for their clients. They get the need to connect to a broader network, and to have skills and points of view that set them apart. Some may become friends, competitors, clients or colleagues.
In just two months, most will be alumni. They’ll be filling the gap between the promise of digital media and the best we’ve done, so far. We’ve got a long way still to go. So, I’ll be at two more universities this week. To know the future of digital marketing, it helps to see the next generation’s talent.
The future of digital experiences will be built by strategists who grasp the full array of emerging business, social, and technical models. Specialties in user experience, branding, application design, and data science are laying the foundation for richer user experiences and business models breakthrough products and revenue based marketing.
113 Responses to "Educating the First Wave of Trained Digital Strategy Leads"
April 10, 2012
Thanks, Dave! Great to have you in the “power rotation” of great guest lecturers!!
March 17, 2013
I’d personally be concerned, it is usually particularly likely the particular cards are generally MiFare typical… and that is actually outdated and cracked.
August 26, 2015
Your automobile is really a complex vehicle, and
yes it needs the best care.
places that do oil changes near me oil change specials near me
November 11, 2015
Por poner un ejemplo, cuando deseamos guardar una ficha en un archivador, debemos remover todo las fichas
del mismo tipo y colocarla en el sitio preciso.
February 26, 2017
Valuable info. Lucky me I discovered your website by chance,
and I am stunned why this accident didn’t took place in advance!
I bookmarked it.
March 25, 2017
I savour, result in I found exactly what I used to
be taking a look for. You’ve ended my 4 day long hunt!
God Bless you man. Have a great day. Bye
February 12, 2018
Such a nice post, keep up the fantastic work
March 17, 2021
Carpentry, masonry, plaster, painting, tile, furniture is what we do as skill traders.
September 20, 2021
A totally free tell you which usually they can be a a superb content from the awesome people, we’re very happy to watch this approach.
September 23, 2021
The more knowledge you have that is relevant and current, the happier I am. — Bathroom Remodel Tacoma Wa
November 24, 2021
They were preparing marketing programs for real small-business clients that are part of their course with her.
Bathroom Remodel
December 17, 2021
We’re already aware of the looming obligation of debt that students too often graduate into.
Dumpster Rental Company
December 30, 2021
Thanks for this great share, nice content.
December 30, 2021
Great post!
January 13, 2022
The way we communicate, get services, and enjoy entertainment is changing as a result of digital technology. Immersive technologies like mixed and virtual reality are rapidly being used in medical education, and 3D technology allows for global delivery of lectures.
January 13, 2022
Every journey begins with a goal in mind. It’s all about envisioning the ideal destination in your digital vision. An effective vision also depicts the advantages that will be gained along the way as we endeavor to reach our goal.
February 8, 2022
The speed of economic and business changes makes the half-life of specific knowledge conveyed in undergraduate education breathtakingly short.
Mobile Pressure Washing Services in Benbrook, Tx
March 9, 2022
Very interesting!
March 14, 2022
Great site to visit, nice article.
March 14, 2022
Looking forward to seeing more posts from here.
March 23, 2022
How are big-box retailers cashing in on Apple’s big event? (Early openings, which Apple loves.)
March 29, 2022
Thank you for the effort you gave just to discuss this.
April 8, 2022
How far into social media can you expect a client to go who is non-technical? – chicago waterproofing Services
April 21, 2022
Glad to found this great and informative content. http://www.foundationrepairplanopro.com
April 22, 2022
Thanks for sharing such a nice content. Fencing miami fl
April 30, 2022
Thanks for this great and informative content. Keep sharing. Concrete companies colorado springs
May 11, 2022
Such great info, Keep on posting.
May 19, 2022
Great blog. Thanks for this.
May 24, 2022
Thanks for sharing this great article, would love to see more from here.
May 24, 2022
This what the students need in order to come up with this pandemic. – a href=”https://mobilefoundationrepair.net/basement-waterproofing/”>basement water.repair.
May 25, 2022
It’s a great article you shared. Great work!
May 26, 2022
Anonymity is clearly an anti-pattern to this kind of involved learning.
| Foundation Repair San Francisco, CA
May 26, 2022
slot online terpercaya
May 26, 2022
Very cool comics that you have created. I would love to read more of it. Sharing you also some some good reads in our blogs. Read more here.
May 31, 2022
thanks for sharing this great article that you have.
June 1, 2022
It’s just academic enough to inspire note-taking. And when the questions start, it gets fun.
June 1, 2022
This is awesome! Great site to visit.
June 14, 2022
Wow, I love it! Thank you so much for sharing
June 15, 2022
This is awesome!
June 17, 2022
Nice content, I like it.
June 30, 2022
Your Article is so good and informative thanks for sharing this content hot-stocks
July 4, 2022
Thank you for always sharing here an informative post.
July 4, 2022
Great post you shared here.
July 6, 2022
Your Article is so good and informative thanks for sharing this content Securities Fraud Center
July 8, 2022
Great content! Thanks for the share.
July 12, 2022
Interesting post!
July 13, 2022
Thanks for sharing this great site Class-Action-Lawsuits
July 15, 2022
Thanks for posting some relevant information. Appreciate this.
I like to share our company http://www.welldrillingannarbor.com if you are looking for well drilling service.
July 20, 2022
Yeey! This is so amazing Thanks for posting Classaction Podcast
July 20, 2022
It’s great to see this awesome post here.
July 30, 2022
Interesting article thank you for sharing check article here Mirror-Reality
August 2, 2022
This is so amazing Thanks for posting Class Action Tracking
August 4, 2022
Interesting post!
August 4, 2022
Nice post! Would love to see more great posts from here.
August 8, 2022
Nice site. Keep up the great work Treadmill Law
August 9, 2022
Great information you shared.
August 12, 2022
Thanks for sharing here an update. https://www.jrfloreslandscape.com/
August 14, 2022
awesome post
https://caidenbokf.bloggersdelight.dk/2022/06/11/the-most-hilarious-complaints-weve-heard-about-adstiktokcom-login/
August 15, 2022
Interesting article thank you for sharing check article here A Class Action Lawsuit
August 25, 2022
This is such an extraordinary asset that you are giving and you offer it free of charge. I love seeing online journal that comprehend the benefit of giving a quality asset to free. visit here
September 5, 2022
In recent years, the cost of higher education has skyrocketed, while the job market has become increasingly competitive. This has led many to question whether the costs of attending college are worth it. Highly recommended: Window Tinting Phoenix
September 9, 2022
This is great! Keep on posting.
September 12, 2022
There is no doubt that a college education can be a great investment. But could it also be a sucker bet? The cost of a college education has been rising faster than the rate of inflation for years, and there is no end in sight. At the same time, the job market for recent college graduates has become increasingly competitive.
Suggestion: air duct cleaning Mesa
October 28, 2022
Wow, I love it! Thank you so much for sharing
November 17, 2022
There is a point at which the cost of higher education becomes a sucker bet. That usually happens when everyone agrees something is a sure win.
Joy | Columbus Drywall Pros
January 11, 2023
This is an excellent article. This is, in my opinion, one of the best posts ever written. Your work is excellent and inspiring. Thank you very much.
hurdle
February 7, 2023
I hope all future posts will hold as much value as this one. | Move out cleaning Regina
March 26, 2023
This is a great training. Every one should at least have an idea for digital strategies Malta private boat charter
March 30, 2023
Very much appreciated. Thank you for this excellent article. Keep posting!
Tallahassee Fencing
April 4, 2023
The speed of economic and business changes makes the half-life of specific knowledge conveyed how hard is it to repair drywall in undergraduate education breathtakingly short.
May 31, 2023
You have a good content! Thanks for sharing
June 3, 2023
Top Follow Apk is a popular social media application that allows users to gain followers, likes, and comments on their Instagram accounts. With the
Top Follow MOD APK download, users can enjoy unlimited coins and access to a wide range of features.
June 7, 2023
Digital technology can transform the way we deliver education but, without strategic direction, opportunities can be missed and people can be left behind. See this one
June 13, 2023
We too are concerned about the cost of higher education versus its relevance down the line, as our daughter is currently applying to many universities.
June 26, 2023
You have a good deal! Thanks for sharing
July 3, 2023
“Amazing read, thanks for sharing.
Concrete Edmonton“
July 23, 2023
GPT-4 Apps and Generative AI have revolutionized the way we interact with technology. One platform that exemplifies this is GPTAppX https://gptappx.com/, a cutting-edge website that harnesses the power of GPT-4 to deliver innovative applications and solutions.
July 26, 2023
Yey! this is so informative
August 3, 2023
You have a good data! Thanks for sharing
August 21, 2023
“It was very informative. Thank you for sharing.
Plastic Surgery Tallahassee“
August 31, 2023
Ang Kalusugan Blog ay isang kapaki-pakinabang na website para sa impormasyon sa kalusugan. Mayroon itong madaling gamiting impormasyon tungkol sa pananatiling malusog at pag-aayos ng mga problema sa kalusugan. Maaari kang makakuha ng kaalaman tungkol sa pagkain, ehersisyo, at kung paano maging maganda ang pakiramdam tungkol sa iyong sarili. Ang mga taong naghahanap ng mga tip sa mabuting kalusugan tulad ng website na ito dahil ito ay simple at tama.
September 7, 2023
Thanks for this amazing share! https://www.havasuflooringremodeling.com/
September 14, 2023
Thanks for this amazing share! http://www.edwardsvillehandymanremodeling.com
September 25, 2023
Are you worried about the heavy burden of student debt, which seems to loom over every college graduate? It’s frustrating for Castle Drywall in Winston Salem when you put in all that hard work and don’t see the professional rewards you deserve. We understand your concerns and want to help you find a way to achieve both academic excellence and career success.
October 3, 2023
“Very good article. Thank you!
Tree Removal Calgary“
October 10, 2023
Your personal experience adds a unique and relatable touch to the topic. Thanks for sharing.
October 24, 2023
Thanks for this! https://www.burlingtonconcretecontractors.com
October 24, 2023
Thanks for this! https://www.avalonhavasu.com
October 24, 2023
Thanks for this! https://www.joliettreespecialists.com/
November 1, 2023
I’m so happy with the content! Thanks
November 2, 2023
Thanks for making this content so informative!
Accountants Edmonton
August 1, 2024
How can you advise a company like Atlanta drywall that badly needs market research?
August 5, 2024
I’d love to see more on this site. Collierville Concrete Company concrete driveway
September 5, 2024
I found this site informative.
September 10, 2024
I’m glad to be a part of this program!
Greetings!
what is the difference between drywall and sheetrock
September 13, 2024
Thanks for the effort in sharing an informative post here. Concrete company
September 17, 2024
Awesome post! Great content indeed. furniture removal
September 24, 2024
This is very informative! Buffalo Fence Company Fence Contractor
October 8, 2024
At Bentley University, the speaker reflects on the challenges facing higher education, including rising student debt and the mismatch between academic work and professional rewards. The need for adaptive, personalized learning is emphasized, where professors closely know their students and foster creativity. Bentley’s student consulting teams offer real-world experience, preparing students for fast-changing industries. The guest lecture discusses marketing strategies, and students engage deeply, connecting academic concepts to practical applications. These students are set to enter the workforce, ready to navigate the evolving digital marketing landscape.
October 9, 2024
This is awesome! Glad to check this site. concrete company
October 11, 2024
It’s great to hear that you’re enjoying a relaxing afternoon at Bentley. However, it’s disheartening to know that higher education is facing such significant challenges. The increasing cost of tuition and the disconnect between academic pursuits and career outcomes are major concerns that need to be addressed.
October 16, 2024
Great article! Fencing near me
October 19, 2024
Wow. I wanna join here,
Regards from El Paso
October 22, 2024
Awesome post! Glad to check this here. excavation
October 24, 2024
I like the information you shared here. brick mailbox
October 25, 2024
Great site to check-in. stone masonry
November 5, 2024
Would love to see more posts here. No cowboys alternatives
November 13, 2024
I would love to see more informative articles on this site. excavation
November 18, 2024
Great shared post! pool screening
November 19, 2024
Thank you for sharing a great article on this site. roof repair
November 24, 2024
I think this is one of the most vital information for me. Thank you for sharing! Electrician Chilliwack
December 2, 2024
It’s great to see this site back. Great post indeed! One-page website Tampa
December 16, 2024
Educating the First wave of trained digital strategy leads is the best, and it provides the best ideas that the people like to need and want to use this information to get a solution. We can read about it here how people can get the updates to utilize them.