If college is all about preparing young people for the “real world,” why not bring them the “real world”? That's exactly what we're doing in the fall 2023 semester with three Introduction to Integrated Marketing Communications ( MKT: 233) That's what happened on the course.
The course's two professors, Dr. Hulda Black and Dr. Aditya Gupta, collaborated with DCC Marketing and partnered with the Illinois Department of Transportation (IDOT) and the Illinois Department of Human Services (IDHS). Students in each class had the privilege of working with DCC Marketing and her IDOT or IDHS to create a marketing campaign. Allowing students to gain hands-on experience that goes beyond textbooks is critical to preparing students to become future marketing professionals.
DCC Marketing is a Certified Women's Business Enterprise and WBENC Certified Agency in Decatur. The company is a full-service marketing agency focused on “all things brand, marketing, and communications.” The agency's team, which includes several Illinois State University alumni, had a full-circle moment working with current Illinois State University students on IDOT and IDHS campaign projects.
The class used IDOT's “It's Not a Game” campaign and IDHS' suicide prevention campaign known as “988” as case studies. As students worked on their projects, they were able to connect with the DCC marketing team and watch videos that helped them during the development and creative stages of their projects. Students who participated in both campaigns worked on all aspects of the integrated marketing communications process, from research to messaging to creative development.
Hands-on customer interaction is essential for students to fully immerse themselves in their post-college career. Students who work on theoretical case studies can build a foundation of knowledge that can later be applied to real work. “Students gained valuable practical knowledge and insight by working on real campaigns with real clients,” said Gupta, assistant professor in the Department of Marketing. While you're in school, understanding the intricacies of the dynamic world of marketing and the time it takes to produce quality work will help you become a better marketer. The project took place over the course of the fall semester, and by the end of it, students had honed their skills in critical thinking, problem-solving, and understanding the complexities of campaigns.
Additionally, DCC Marketing was happy to share their knowledge with the students. “We are thrilled to partner with higher education institutions and help shape the future of marketing forever. Our experiential learning programs bridge the gap between theory and practice and help you navigate the ever-evolving industry landscape. We will develop a new generation of competent marketers,” said Kara Demirdjan Huss, President of DCC Marketing. At the end of the semester, students presented their campaign projects to his DCC marketing team and his IDOT and IDHS representatives, respectively.
Lauren Benduha, a student who worked with DCC Marketing on the IDHS campaign, is a junior marketing major studying integrated marketing communications and advanced marketing analytics. Mr. Benduja reflected on the project's lasting impact: “Working on this project was an eye-opening and exciting experience for me. I have many people close to me who are struggling with mental health issues, so I felt very connected to this opportunity. , we were proud to be part of a project that promotes the 988 Suicide Crisis Lifeline, with a particular focus on young people in our age group. We focused on positive and motivating individuals who are truly irreplaceable. This project has always been close to my heart and motivates me to promote mental health awareness in any way I can. ”
Another student who participated in the project said, “This project made me realize once again that marketing is my passion. I am looking forward to learning.'' Benduja's experience was not an outlier.
IDHS Chief of Staff Amanda Elliott added of the project: Their creativity and ideas for the 988 Suicide & Crisis Lifeline campaign exceeded our expectations. This partnership has allowed us to engage with our students, show them the wide range of career opportunities in marketing, and encourage them to use their talents for good. ” This project gave these students a glimpse into what it feels like to grow in the final stages of a campaign. I instilled skills and an appreciation that will stay with me even after I complete the course.
Additionally, Professor Black of the Department of Marketing, who taught this course in collaboration with DCC Marketing and IDOT, said: “Working with the DCC team was a great experience for both the students and myself. The expertise and enthusiasm they brought to this project was truly inspiring.” Needless to say, DCC Marketing We were able to lend our expertise to the students in completing the campaign project, and they were excited to bring their best ideas to the table.
From a student perspective, Abby Sherry, senior integrated marketing communications major, shared her thoughts on working on the IDOT case study: What marketing ideas do you want to tackle? I believe that nothing could have prepared me better than being given this opportunity, and I have gained a lot from this opportunity to help me further my endeavors after graduation. ” The consensus of the students was that working on a client-based project like this provided valuable experience. “If students are given the opportunity to work on real agency and client projects, my advice is to absorb as much knowledge as possible so they can use it after graduation.”
DCC Marketing remains committed to working with higher education as we have seen great results from our students. A large portfolio of public sector clients made her partnership with IDOT and IDHS possible for Illinois State University students. DCC Marketing plans to continue work with current students in his Introduction to Communication of Integrated Marketing classes, as well as classes taught by Assistant Professor Mark Gibson. Investing in the education of our students today will ensure that we produce better and better young professionals when they graduate and enter the workforce.
