With the rise of digital marketing and the rapid integration of AI, marketing education is evolving to emphasize more technical, analytical, and data-driven approaches. Professor Monica Hillison, Director of the Digital Marketing Strategy Program, has embraced this shift through her course MKTG 3164 – Introduction to Digital Marketing Strategy. The course equips students with the analytical, technical, and creative skills needed to thrive in today’s tech-forward marketing environment.

Hillison’s curriculum blends foundational marketing principles with hands-on experience on industry-leading platforms including HubSpot and MOZ where students also earn industry-recognized certifications to build skills and enhance their resumes. Students not only learn through lectures but through projects and marketing simulations that mirror real-world tactics and campaigns. The course equips students with practical, job-ready skills, such as running Google Ads campaigns, conducting keyword research, and optimizing results, while also introducing them to the responsible use of AI in digital marketing strategy. This exposure helps students stay ahead in a field that is rapidly adopting AI and evolving with new technologies.

“We’re thoughtfully integrating AI into our coursework, while also setting clear expectations around its use. Students learn both the capabilities and limitations of AI, how it’s shaping the marketing industry, and how to apply it responsibly and effectively.” - Monica Hillson, Marketing Assistant Professor of Practice. 

Marketing professor helping student in class in front of laptops

This initiative to adapt and innovate within the DMS curriculum aligns seamlessly with Pamplin Plus, a college-wide effort to integrate technology and innovation across all its academic programs to fulfill the vision of nimbleness and readiness for the job market for all students. Keeping up with market trends enables students to soar and become more competitive upon graduation. The impact of this program is evident in Maeleigh Moore’s – Management Major and DMS Concentration – experience:  

"As someone who took part in numerous digital marketing initiatives outside of my coursework (from freelance work on social media to email marketing at an internship), I believe that the classes offered for the DMS program provide hands-on approaches to teaching real-world, tactical skills. This gives us students a competitive edge with industry-relevant knowledge we can immediately apply to internships, job interviews, personal projects, and more. 

Drawing from her extensive industry background, Hillison is committed to sharing her passion for marketing by inspiring the next generation through the courses she has developed and taught. She hopes, within her teaching, to bridge the gap between industry and academia, providing excitement and a realistic view of the field. For students interested in being lifelong learners in the ever-evolving marketing landscape, consider adding the Digital Marketing Strategy minor or concentration to your major.