A new marketing agency class, b digital, gives students real-world experience working for real companies
Ann Springer of the School of Business and Government said she’s worked for several years to bring a marketing agency class to BYU-Hawaii where students get real-world experience, and she’s excited to see it. begin.
In the class, called “b digital,” students apply what they learn in other basic marketing courses to real-world experiences, she shared.
“They know how to run a campaign. They know how to develop their presence on social networks. They know the theories and the vocabulary. They just need a place to fly the plane. This place to fly, says Springer, is class b-digital
How it works
Springer said students in the class divide and conquer work, collaborating in teams to complete tasks for their clients. Each team has a student leader. So, as students progress through the marketing agency from semester to semester, they gain valuable leadership experience. Springer said, “This [class] is intended to be student-run.
Sydney Sears, a Chinese junior studying business management and marketing, said the class “basically works like a real digital marketing agency.”
During her second semester of classes, she was given more leadership roles, she said. It helped her “be more involved with … deliverables and customers,” Sears said. “I wish this course had been offered years ago because I would have loved to take it for three or more semesters.”
Sophie Richmond, a BYUH alumnus from San Diego who interns at Springer, said that as part of b digital, students do branding and rebranding, promotions, sales, social media, Instagram monetization , advertising and create web content.
Jason Yamamoto, a senior from Hawaii studying marketing, said that at the start of the semester, students could choose which of four teams they wanted to be on. The teams were “social media management, sales and promotion, branding and web development”.
He said the teams “are all connected” and working together to “make a masterpiece”. [their] competition.”
The class benefited him, Yamamoto said, because he was able to “transition from being a student to being a marketer.”
Springer said the work students do in the classroom varies by semester as they all work to keep the class up to date.
Customers demand certain marketing skills, Springer said, and students work together to meet the demand. This helps students to master current market demands.
She said the course is important because it allows students to do real projects, which gives them a new perspective as they navigate inevitable complications and then work together as a team to create a cohesive plan. Springer said the projects allow students to “see success…in real time.”
Plus, she says, the class helps build student portfolios and resumes because telling a potential employer they can do something doesn’t matter. What matters, she explained, is being able to show employers what they have done.
Build from scratch
Springer said students who took the course in its first semester developed the name together. The name they chose, b digital, was inspired by President Hinckley’s “beings”: to be grateful, to be intelligent, to be pure, to be faithful, to be humble, and to pray.
Plus, she says, the name represents how many companies “need to take the digital leap” and “harness Gen Z and their creative power.”
She said students who took the course in the first semester also worked together to brand the course and pitched it to businesses to develop a pool of clients.
It was invaluable because it showed students “all the hard work it takes to launch a new brand,” Springer said.
Sears, who took the course during this time, said, “Building b digital from the ground up taught me the inner workings of a digital marketing agency and how much work it takes to really be successful.”
In the future, Springer said, students will have a say in everything, including customers, services and company growth. Sears encouraged students to take advantage of the class.
“If this opportunity presents itself, seize it. [Students] can take a bunch of marketing courses, but there’s no better experience than real hands-on experience.
As she considered digital class b, Springer said she was impressed with the digital marketing agency courses at both BYU-Idaho and BYU-Provo because they work with real clients, have budgets of thousands of dollars and create impressive resumes for students. involved.
She told of a BYU class student in Provo who opened a $10,000 account for a client and turned it into $100,000 in revenue.
“She put this on her LinkedIn,” Springer said, “and received several job offers as a result of the pandemic before graduating.”
Springer said students with that kind of experience are more likely to be hired for a leadership position. “A student with leadership experience on top of that level of ROI is super powerful in the workplace. … For the rest of their career, they’re going to make more money.
Digital marketing is a field that students can easily enter and get started in, Springer said. “Anyone with a laptop or cell phone and great internet can make a lot of money.”
She said it’s a great opportunity, especially for female students who want to continue working and earning money without working full time.
Springer said BYUH’s new professor, Tserennyam Sukhbaatar of the Faculty of Business and Government, alternates teaching the class with her.
Sukhbaatar said he plans to share his global connections and experience while teaching. “I take notes on how to provide the best results for students,” he said. “I would like to share a lot of really practical experiences and knowledge with the students.”