A new class of marketing agencies, b digital, allows students to gain real-world experience working for real companies

Digital class b.

Photo by Marwin Jay Villegas

Ann Springer of the Faculty of Commerce and Government said she worked for several years to bring a marketing agency class to BYU – Hawaii, where students are gaining experience from the real world, and is excited that it has begun.

In a class called “b digital”, students apply what they learn in other basic marketing classes to real-world experiences, she said.

“They know how to campaign. They know how to develop a presence on social networks. They know the theory and vocabulary. They just need a place to fly. ”That place to fly, Springer said, is the b-digital class.

How does it work

Springer said students in the class divide and win jobs, working together in teams to perform tasks for their clients. Each team has a student leader, so when students go through a marketing agency from semester to semester, they gain valuable leadership experience. Springer said, “This [class] is designed to guide students. ”

Sydney Sears, a junior in China who studies business management and marketing, said the class “basically works like a real digital marketing agency.”

During her second semester, when she graduated, she was given more leadership roles, she said. That helped her “be more involved in … outputs and clients,” Sears said. “I wish this course was offered years ago because I would like to take it for three or more semesters.”

Sophie Richmond, a San Diego-based BYUH graduate who is an intern at Springer, said b digital students do branding and re-branding, promotion, sales, social media, Instagram monetization, advertising, and create web content.

Jason Yamamoto, a senior from Hawaii who studies marketing, said at the beginning of the semester that students could choose which of the four teams they wanted to be part of. The teams were “social media management, sales and promotion, brand building and web development”.

He said the teams were “all connected” and working together to “create a masterpiece.” He said the class would help marketing specialists and minors improve their skills and make them “10 steps ahead.” [their] competition. ”

The class did him good, Yamamoto said, because he was able to “change from a college student to a businessman.”

Springer said students’ work in the classroom varies by semester because everyone works to keep the class current.

Clients require certain marketing skills, Springer said, and students work together to meet the requirements. This helps students improve in the current market requirements.

She said the class is important because it allows students to complete real projects, giving them a new perspective as they overcome the necessary complications and then work together as a team to create a coherent plan. Springer said the projects allow students to “see success … in real time.”

In addition, she said, 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 the opportunity to show employers what they have done.

Building from the ground up

Springer said the students who attended the class during the first semester created a name together. The name they chose, b digital, was inspired by President Gordon B. Hinckley’s “be”: be grateful, be intelligent, be clean, be truthful, be humble, and pray.

In addition, she said the name represents how many companies “must take the step of digitization” and “harness generation Z and their creative power.”

She said the students who attended the class in the first semester also worked together to develop the class’s brand and offered it to companies to form a group of clients.

It was valuable because it showed students “how much work it takes to launch a new brand,” Springer said.

Sears, who attended the class at the time, said: “Building b digital has taught me from the ground up how a digital marketing agency works internally and how much work it takes to really succeed.”

Forward, Springer said, students will have a say in everything, including clients, services and company growth. Sears encouraged students to take advantage of the class.

“If this opportunity is available, take advantage of it. [Students] can take a number of marketing courses, but there is no better experience than real hands-on experience. ”


Springer said that when she envisioned digital class b, she was impressed with the digital marketing agency’s classes at BYU-Idaho and BYU in Provo because they work with real clients, have budgets in the thousands of dollars, and create compelling resumes for students. involved.

She spoke of a student in the BYU class in Provo who opened a $ 10,000 account for a client and turned it into an income of $ 100,000.

“She put it on her LinkedIn,” Springer said, “and had several job offers that came from the pandemic before she graduated.”

Springer said students with such experience would be more likely to be accepted into management positions. “A student with leadership experience above the level of return on investment is extremely strong in the workplace. … They will make more money for the rest of their careers. ”

Digital marketing is an easy area for students to get and start on their own, Springer said. “Anyone with a laptop or cell phone and great internet can make a lot of money.”

She said it was a great opportunity, especially for female students who want to continue working and make money without a full-time job.

Springer said BYUH’s new professor, Tserennyam Sukhbaatar of the Faculty of Commerce and Government, is taking turns teaching her.

Sukhbaatar said he planned to share his global contacts and experiences during the lessons. “I make notes on how to achieve the best possible result for students,” he said. “I would like to share with the students a lot of really practical experience and knowledge.”

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