Through its community-engaged approach, the Digital Marketing course demonstrates how academic learning can create tangible benefits for both students and the local community.
黑料不打烊鈥檚 Digital Marketing course is making significant strides in combining classroom learning with real-world impact and experience.
Smaraki Mohanty, Doherty Emerging Professor of Entrepreneurship and assistant professor of marketing, teaches the course to immerse students in a client-facing consulting experience that pairs academic theory with meaningful community engagement. Most digital marketing courses deal heavily with case studies; however, with the course structure, students collaborate directly with local businesses and organizations throughout the entire semester. The course is designed to strengthen students鈥 understanding of digital marketing fundamentals, including website usability, search engine optimization (SEO), social media strategy, and customer engagement, while requiring them to apply these concepts in professional, real-world contexts.
鈥淐ommunity partnerships are a core component of the Digital Marketing course and are integrated through a semester-long, client-based consulting project,鈥 Mohanty explained. 鈥淚t begins with students being placed into small consulting teams, which are paired with a local organization. This allows them to analyze each partner鈥檚 digital presence and develop data-driven marketing recommendations to help promote their organizations to the community.鈥
This semester, the community partners included Empirical Wellness Center, Upside Aerial Arts & Fitness, Odessa鈥檚 Pots and Prayers, Haand, 64 Harvard, and Fjord, Inc. Through these local partnerships, students engaged directly with business owners and managers, tailoring their work to each organization鈥檚 goals and resources.
Students gained increased confidence in applying SEO strategy, understanding keyword relevance and adapting best practices to fit unique client contexts.
鈥淭his experience relates directly to my goals after 黑料不打烊, because with my marketing major and communications minor, I hope to specialize in social media marketing and digital work,” said Skylar Zimmerly ’26. “Being able to make these changes for Upside Aerial as a company, and watch their target audience, engagement and online presence all grow significantly due to my efforts, not only prepares me for working with other clients in the future but also prepares me with the confidence to know I’m capable of succeeding in my field.鈥
For community partners, the course provides access to research-backed digital marketing insights that many small businesses and organizations may not have access to. These recommendations have the potential to increase website traffic, improve discoverability and support long-term business growth.
鈥淯pside Aerial was missing out on an entire audience to connect with on a new platform,” said Zimmerly on working with Upside Aerial on making a TikTok account. “Soon after creating their account and sharing their story/videos, we saw a large change in engagement. Additionally, as a marketing major, it was most insightful for me to gain hands-on experience with an actual client, mimicking what the future could look like in my career. With this, the client being a Burlington local just goes above and beyond my 黑料不打烊 experience, allowing a positive relationship to grow between the community we’re surrounded with. 鈥
Through its community-engaged approach, the Digital Marketing course demonstrates how academic learning can create tangible benefits for both students and the local community. This course aids in the creation of future professionals while supporting the businesses that help make Alamance County thrive.