Experiential learning at Boler took another great leap with the implementation of a student-led digital marketing agency in Fall 2022.
The agency is the brainchild of Dr. Yinglu “Elle” Wu, Associate Professor of Marketing at Boler.
“I wanted our students to be able to engage in real work for real clients,” said Dr. Wu. “In addition to their coursework, they will learn about current issues that businesses are facing and be able to participate in developing strategies and solving problems.”
The students will receive guidance and support from faculty as well as industry leaders and practitioners. The knowledge and practical experience students gain will make them attractive candidates for internships and jobs.
“Digital marketing professionals have been in high demand since 2017,” said Dr. Wu. “According to a 2021 LinkedIn jobs report, it’s among the top 10 in-demand jobs. With the in-house agency, we are strengthening the experiential component of our marketing program and the value of our graduates to prospective employers.”
The undergraduate marketing major at Boler has undergone changes to include both digital marketing and digital marketing analytics as required courses. Graduate level courses are offered as electives in the MBA program and, in collaboration with the Communications Department, as a certificate.
The agency is centered around internships, consulting projects, and events, seminars, and programs.
Services include social media marketing, website management, online advertising, content marketing, and consumer research and analytics and may be performed as a project by student teams or as a residency at a client’s place of business. Faculty and an advisory board comprised of JCU alumni who work in the digital marketing field provide oversight and guidance for all student work. Revenue that is generated is allocated back to the program to fund ongoing staffing and support.
“We are off to a great start,” said Dr. Wu, “and our goal is to continually innovate to expand the agency’s offering and impact for the benefit of our students and the business community.”
If you are interested in learning more about the Boler Digital Marketing Agency, contact Dr. Yinglu Wu at 216-397-4419 or ywu@jcu.edu