In the spirit of what to take-away from a class, I thought that I would add what I took away from my opportunity. First, the students are smart, eager and interested in learning but students don’t just want to be spoken at, they want to be engaged. Both of my lectures began with questions, “What umbrella brands do you know?” “What individual brands do you know?” “How many of you engage in more than one type of social marketing a day?” It took a few more questions, but the students finally did begin to participate. Nothing was worse in school than sitting through an entire 60 -90 minutes of a professor going on and on about text that no one was going to remember. But once I got the class talking, we had a very interactive a lively discussion about branding and the same with working in digital marketing.
Secondly, I learned that students at University are not a connected as you would believe. At the beginning of my second lecture I asked the students, “How many of you are using more than one social media network a daily basis?” No one raised their hand. This was a little upsetting because this is where real world experience comes into play. We can all work in a day job that we simply go to and then go home from. But if you really want to rise to the top of your peers, then you must be willing to go the extra distance. We all know this, but I think that at times it is easier for us to get stuck in a rut and forget that. We could think of a new opportunity to promote our clients better, but instead of having brainstorming seasons at the end of the day most of us would rather head-out to the pub at 5:15 pm. That isn’t how you win awards, unless you client is in InBev and you are doing some secondary/participatory market research. I know that I have been guilty of this in the past, and, in England, what I learned is that Stella Artois really is known as the ‘wife beater’ of beers.
But the most important thing that I have come to realize from my recent trip is that there are opportunities everywhere. That you never know whose help you might need in the future, and it is better to keep as many contacts as you possibly can. My second lecture was for a professor who was my advisor during my dissertation, and we never really got along. But I have since learned that if I want to find a way to conduct Market Research on Transmedia Advertising, then he will be a key player to making that happen. So much of the world is about making and keeping relationships that you obtain along the way.
I have been asked back to lecture again, so if anyone has any ideas of what to speak about then I am more than eager to hear from you.