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.

108 Responses to "Educating the First Wave of Trained Digital Strategy Leads"

  • Mari Anne Snow

    April 10, 2012

    Thanks, Dave! Great to have you in the “power rotation” of great guest lecturers!!

  • test

    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.

  • oil change specials near me

    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

  • Valentin

    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.

  • Omar

    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.

  • headshops

    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

  • pay someone to do my exam

    February 12, 2018

    Such a nice post, keep up the fantastic work

  • Carpentry, masonry, plaster, painting, tile, furniture is what we do as skill traders.

  • 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.

  • Robert James

    September 23, 2021

    The more knowledge you have that is relevant and current, the happier I am. — Bathroom Remodel Tacoma Wa

  • Madison Wilson

    November 24, 2021

    They were preparing marketing programs for real small-business clients that are part of their course with her.

    Bathroom Remodel

  • Rose Solero

    December 17, 2021

    We’re already aware of the looming obligation of debt that students too often graduate into.
    Dumpster Rental Company

  • info

    December 30, 2021

    Thanks for this great share, nice content.

  • federalprocessingregistry.com

    December 30, 2021

    Great post!

  • soul knight

    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.

  • games.lol

    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.

  • Mike Hood

    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

  • click here

    March 9, 2022

    Very interesting!

  • info

    March 14, 2022

    Great site to visit, nice article.

  • www.epoxyfloorstempe.com/

    March 14, 2022

    Looking forward to seeing more posts from here.

  • Crawlspace Greenville SC

    March 23, 2022

    How are big-box retailers cashing in on Apple’s big event? (Early openings, which Apple loves.)

  • crawlspace insulation

    March 29, 2022

    Thank you for the effort you gave just to discuss this.

  • Jessie Vingiola

    April 8, 2022

    How far into social media can you expect a client to go who is non-technical? – chicago waterproofing Services

  • Henry

    April 21, 2022

    Glad to found this great and informative content. http://www.foundationrepairplanopro.com

  • Ed Scott

    April 22, 2022

    Thanks for sharing such a nice content. Fencing miami fl

  • William

    April 30, 2022

    Thanks for this great and informative content. Keep sharing. Concrete companies colorado springs

  • Such great info, Keep on posting.

  • about

    May 19, 2022

    Great blog. Thanks for this.

  • Thanks for sharing this great article, would love to see more from here.

  • Bryan H.

    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.

  • It’s a great article you shared. Great work!

  • Loraine

    May 26, 2022

    Anonymity is clearly an anti-pattern to this kind of involved learning.
    | Foundation Repair San Francisco, CA

  • Rica

    May 26, 2022

  • Jessie

    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.

  • Josh

    May 31, 2022

    thanks for sharing this great article that you have.

  • stump service

    June 1, 2022

    It’s just academic enough to inspire note-taking. And when the questions start, it gets fun.

  • This is awesome! Great site to visit.

  • Geile Transen

    June 14, 2022

    Wow, I love it! Thank you so much for sharing

  • visit us

    June 15, 2022

    This is awesome!

  • Nice content, I like it.

  • Judy

    June 30, 2022

    Your Article is so good and informative thanks for sharing this content hot-stocks

  • cleanaircrew.com/

    July 4, 2022

    Thank you for always sharing here an informative post.

  • ctrroof.com/

    July 4, 2022

    Great post you shared here.

  • MARRY

    July 6, 2022

    Your Article is so good and informative thanks for sharing this content Securities Fraud Center

  • hebrews34.com/

    July 8, 2022

    Great content! Thanks for the share.

  • about

    July 12, 2022

    Interesting post!

  • Jclara

    July 13, 2022

    Thanks for sharing this great site Class-Action-Lawsuits

  • Tim Spelling

    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.

  • kenzomadrigal25

    July 20, 2022

    Yeey! This is so amazing Thanks for posting Classaction Podcast

  • prosolarstl.com/

    July 20, 2022

    It’s great to see this awesome post here.

  • Prince Jacobii

    July 30, 2022

    Interesting article thank you for sharing check article here Mirror-Reality

  • Maddieson

    August 2, 2022

    This is so amazing Thanks for posting Class Action Tracking

  • simplepricemovingllc.com/

    August 4, 2022

    Interesting post!

  • https://www.fcs-nwa.com/

    August 4, 2022

    Nice post! Would love to see more great posts from here.

  • Claire

    August 8, 2022

    Nice site. Keep up the great work Treadmill Law

  • chemdryofsiouxfalls.com/

    August 9, 2022

    Great information you shared.

  • Junrey

    August 12, 2022

    Thanks for sharing here an update. https://www.jrfloreslandscape.com/

  • DAVE

    August 14, 2022

  • Hannah

    August 15, 2022

    Interesting article thank you for sharing check article here A Class Action Lawsuit

  • CLAIRE

    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

  • Corey

    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

  • This is great! Keep on posting.

  • Luis

    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

  • Boekhoudprogramma

    October 28, 2022

    Wow, I love it! Thank you so much for sharing

  • Joy

    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

  • dfgr4h6t

    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

  • Ricky Luck

    February 7, 2023

    I hope all future posts will hold as much value as this one. | Move out cleaning Regina

  • Jessie

    March 26, 2023

    This is a great training. Every one should at least have an idea for digital strategies Malta private boat charter

  • builder16

    March 30, 2023

    Very much appreciated. Thank you for this excellent article. Keep posting!
    Tallahassee Fencing

  • Joy

    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.

  • You have a good content! Thanks for sharing

  • Hannah Carter

    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.

  • jamesgeller911

    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

  • PressureWashingSavannah

    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.

  • You have a good deal! Thanks for sharing

  • boL16

    July 3, 2023

    “Amazing read, thanks for sharing.
    Concrete Edmonton

  • John Harkins

    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.

  • General info

    July 26, 2023

    Yey! this is so informative

  • You have a good data! Thanks for sharing

  • boL16

    August 21, 2023

    “It was very informative. Thank you for sharing.
    Plastic Surgery Tallahassee

  • Kalusugan Blog

    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.

  • Daniel Harrison

    September 7, 2023

    Thanks for this amazing share! https://www.havasuflooringremodeling.com/

  • Trystan Workman

    September 14, 2023

    Thanks for this amazing share! http://www.edwardsvillehandymanremodeling.com

  • Jules

    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.

  • builder16

    October 3, 2023

    “Very good article. Thank you!
    Tree Removal Calgary

  • Your personal experience adds a unique and relatable touch to the topic. Thanks for sharing.

  • Toby Hussain

    October 24, 2023

  • Ollie Stevens

    October 24, 2023

    Thanks for this! https://www.avalonhavasu.com

  • Calvin Ruiz

    October 24, 2023

  • Concrete forming

    November 1, 2023

    I’m so happy with the content! Thanks

  • boL16

    November 2, 2023

    Thanks for making this content so informative!
    Accountants Edmonton

  • Tan

    August 1, 2024

    How can you advise a company like Atlanta drywall that badly needs market research?

  • Polly

    August 5, 2024

    I’d love to see more on this site. Collierville Concrete Company concrete driveway

  • patio screening

    September 5, 2024

    I found this site informative.

  • Lulu

    September 10, 2024

    I’m glad to be a part of this program!

    Greetings!
    what is the difference between drywall and sheetrock

  • Brian

    September 13, 2024

    Thanks for the effort in sharing an informative post here. Concrete company

  • Zane

    September 17, 2024

    Awesome post! Great content indeed. furniture removal

  • Wesley

    September 24, 2024

    This is very informative! Buffalo Fence Company Fence Contractor

  • https://ppcpros.co/

    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.

  • Kathy

    October 9, 2024

    This is awesome! Glad to check this site. concrete company

  • Haro Clean

    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.

  • Ausher

    October 16, 2024

    Great article! Fencing near me

  • Max

    October 19, 2024

    Wow. I wanna join here,

    Regards from El Paso

  • Kurt

    October 22, 2024

    Awesome post! Glad to check this here. excavation

  • Benz

    October 24, 2024

    I like the information you shared here. brick mailbox

  • Irene

    October 25, 2024

    Great site to check-in. stone masonry

  • Drew

    November 5, 2024

    Would love to see more posts here. No cowboys alternatives

  • Jonelle

    November 13, 2024

    I would love to see more informative articles on this site. excavation

Leave a Reply

Your email address will not be published.