From January to April (2025) I taught a college course on Digital Marketing for students in the business diploma program at Great Plains College. Over the past 15 years I have given about 100 training presentations to business professionals, so I figured I was ready for the next step.
I enjoy presenting on the topic of digital marketing because it allows for some fun content. At times it can feel like a stand-up comedy act, you entertain the audience for an hour and then they go home. The difference with students is they rarely laugh yet still come back every week - It's a tough crowd to impress.
Here are a few key lessons I unexpectedly learned from the front of the classroom:
1. AI is a Wave You Can't Stop, So Learn To Ride It.
The first few assignments felt…suspiciously polished. Then came the inevitable realization: AI isn't just a tool for the future of marketing; it's deeply ingrained in how students learn right now. My initial reaction was a knee-jerk "this isn't fair!" But railing against ChatGPT felt like shouting at the tide. You simply can't fight this wave of technological advancement.
Instead, I learned to pivot. The focus shifted from 100% original content creation to understanding how to leverage AI effectively and ethically. We explored using AI for inspiration, how to reference it as a source, and understanding what AI can't replicate – lived experiences. The future of digital marketing will involve working with AI, not against it, and equipping students with those skills became paramount.
2. Textbooks? Nice. Real-World Chaos? Priceless.
Don't get me wrong, foundational knowledge is important. But the case studies in textbooks often felt sterile compared to the messy, unpredictable reality of the digital marketing landscape. The "aha!" moments for students rarely came from reading about a successful campaign. They sparked during hands-on experience trying to build their own social media campaign for a real purpose.
No hypothetical business case, students had to actually create a campaign and gain followers. They learned how to adapt to social trends, navigate feedback, and understand the tangible impact of their work. This experiential learning wasn't always neat or easy to grade, but the depth of understanding it fostered was undeniable.
3. Forget Lectures, Bring the Entertainment
Let's face it, in a world saturated with TikToks, Reels, and endless scrolling, holding a young adult's attention for three hours is a Herculean task. Gone are the days of passively absorbing information. I quickly learned that my teaching style needed more "pop".
This meant incorporating more interactive activities, providing personal stories, and yes, even some magic tricks. We analyzed viral trends, debated controversial marketing stunts, and used online tools to create and analyze our campaigns. I had to make the learning process engaging and relevant to their digital native brains. If they weren't entertained, they simply weren't listening.
4. The Invisible Hours and the Unsung Heroes
Perhaps the most profound lesson was a newfound respect for educators. The hours spent crafting lesson plans, grading assignments, responding to messages at all hours, and constantly updating curriculum to keep pace with the ever-evolving digital landscape were staggering. And let's be honest, a significant portion of it was unpaid overtime fueled by a genuine desire to see students succeed.
Witnessing the dedication and effort my fellow instructors poured into their courses gave me a deep appreciation for the profession. It's not just about standing in front of a class; it's about mentorship, guidance, and a constant commitment to fostering growth. Teachers truly are unsung heroes, and the volume of work they undertake often goes unnoticed.
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Teaching this Digital Marketing course was a challenging experience. I went in hoping to impart knowledge, but I left with unexpected insights about the future of education, the power of practical experience, and the immense dedication of teachers. I'm not sure I'll do it again, but at least now I've got a better act and some new jokes.
