S4E2 – The Evolution of Marketing Education with Laurel Land

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In this episode from the Brands and Brews Marketing Podcast, hosts Jesse and Kirill meet with Laurel Lane, an academic in marketing, about her transition from the newspaper industry to academia. Laurel discusses the evolution of marketing education, emphasizing digital marketing and branding strategies. Kirill, another participant, reflects on foundational marketing principles and industry changes. The conversation covers real-world projects in Laurel’s teaching, the importance of SEO, and the impact of AI on marketing. Kirill praises the marketing program at Metropolitan State University and highlights the need for adaptability in the workforce. The episode offers insights into marketing education’s evolving landscape and future challenges.

Beer and Wine Tasting (00:00:00)
The speakers discuss and taste different alcoholic beverages, sharing their experiences and preferences.

Transition into Academic Discussion (00:04:14)
The host introduces Laurel as the first academic guest, and Laurel shares her background and transition into academia.

Evolution of Marketing Education (00:06:10)
Laurel discusses her career in marketing, the evolution of online advertising, and the changing landscape of media consumption.

Incorporating Digital Marketing in Education (00:11:07)
Laurel explains the development of a digital marketing program and the incorporation of real-world industry knowledge into academic curriculum.

Traditional vs. Modern Marketing Education (00:13:51)
The speakers discuss the progression of marketing education, including the integration of traditional marketing principles with modern technology and social media.

Foundational Marketing Principles (00:19:37)
Kirill highlights the importance of marketing in setting product prices and the foundational aspects of marketing strategy.

This is the chronological breakdown of the timestamps covered in the podcast episode transcription segment.

Digital Marketing Plan and SEM Ads (00:21:06)
Discussion on incorporating real-world projects and SEM campaigns in marketing education.

Recommendation of MSU’s Marketing Program (00:22:14)
Kirill praises MSU’s marketing program for its real-world experience and talented staff.

Foundation of Marketing Education (00:23:12)
Importance of teaching foundational marketing concepts and preparing students for diverse roles in the industry.

Adapting Career Expectations (00:24:22)
Advising students to be open to diverse job roles and adapt to the evolving nature of marketing careers.

Impact of AI in Marketing Education (00:27:32)
Incorporating AI-related assignments and the potential impact of AI in marketing education and industry.

SEO in Marketing Curriculum (00:34:50)
Integration of SEO concepts in marketing classes and the need for more in-depth coverage of SEO in the curriculum.

Evolution of SEO Practices (00:40:11)
Discussion on the early days of SEO practices and the evolving importance of relevant content in SEO strategies.

Students’ Concerns (00:42:44)
Discussion about students’ concerns in the marketing program, focusing on their interest in getting a job and their anxiety about keeping up with digital marketing changes.

Teaching Digital Marketing (00:43:17)
The guest, Laurel, shares her approach to teaching digital marketing, including guiding students on job search strategies and addressing the rapid changes in digital marketing.

Continuous Learning in Marketing (00:48:28)
The importance of continuous learning in marketing, the role of artificial intelligence in staying updated, and the use of AI for research and learning.

University Rebranding Effort (00:49:54)
Discussion about the rebranding effort of Metropolitan State University of Denver and the challenges associated with it.

Closing Remarks (00:50:30)
The conclusion of the podcast episode with a thank you message and a mention of listening to the podcast on Spotify.

Laurel Lane

Laurel Lane

Marketing Faculty at Metropolitan State University of Denver - College of Business

Laurel Lane is a Category II Full-Time Marketing Lecturer at the College of Business at Metropolitan State University Denver, teaching since August 2018. She teaches courses such as Introduction to Business, Business Communication, Social Media Marketing, Content Marketing, Digital Marketing Science, and Principles of Marketing. Additionally, she has developed and launched a Digital Marketing Minor and Certificate, served on the Digital Marketing Program Committee, created courses, and recruited local digital marketing professionals. She is also involved in academic research.

The Evolution of Marketing Education: Insights from Industry Experts

In a recent podcast episode, Jesse, the host, engages in a thought-provoking conversation with Laurel Lane, an academic in the field of marketing, and Kirill, a participant with extensive industry experience. The discussion delves into the evolution of marketing education, the integration of digital marketing strategies, and the challenges and opportunities for marketing graduates. This blog post will break down the key insights and actionable advice shared during the episode, providing a comprehensive guide for listeners and readers interested in the dynamic field of marketing.

Introduction to the Episode

The episode begins with a light-hearted discussion about the speakers’ beverage choices, including a beer from Iceland, a pickle sour beer from Texas, and a wine from New Zealand. This casual start transitions smoothly into a deeper conversation about Laura’s background in marketing and her journey into academia. Laura shares her experience in the newspaper industry and the significant shifts she has witnessed with the advent of digital marketing and social media.

Laurel’s Journey into Academia

From Industry to Academia

Laurel’s transition from the newspaper industry to academia highlights the importance of real-world experience in shaping effective marketing education. Her background provides a unique perspective that enriches her teaching approach, making her insights particularly valuable for students.

Incorporating Brand Research and Integrated Marketing Communications

Laurel emphasizes the importance of understanding a brand’s core values and perceptions. She integrates brand research and integrated marketing communications into her curriculum, ensuring that students grasp the foundational principles of marketing while staying abreast of contemporary strategies.

The Evolution of Marketing Education

Digital Marketing and Social Media

The conversation underscores the rapid evolution of marketing education to include digital marketing and social media. Laurel discusses how these elements have become integral to the curriculum, reflecting the industry’s shift towards online platforms and digital engagement.

Real-World Projects and Hands-On Experience

Laurel highlights the significance of incorporating real-world projects into marketing education. She shares an example of a project where students developed a digital marketing plan and launched SEM campaigns for a company. This hands-on experience is crucial for preparing students for the workforce, as it allows them to apply theoretical knowledge in practical settings.

The Role of SEO in Marketing Curriculum

SEO is a critical component of modern marketing strategies. Laurel explains how she integrates SEO concepts into her content marketing class, despite the challenges of keeping the curriculum up to date with the rapidly evolving SEO landscape. Kirill adds that understanding the big picture of SEO strategies is essential for students, as it helps them appreciate the importance of search engine visibility in driving business success.

Challenges and Opportunities for Marketing Graduates

A Well-Rounded Understanding of Marketing

Laurel and Kirill discuss the need for marketing graduates to have a comprehensive understanding of various aspects of marketing, including SEO, content creation, and social media. This well-rounded knowledge equips students to adapt to different career paths within the marketing industry.

Adaptability and Openness to Different Career Paths

The speakers emphasize the importance of adaptability and being open to diverse career opportunities. The marketing landscape is constantly changing, and graduates who can pivot and embrace new challenges are more likely to succeed.

The Impact of AI in Marketing and Education

Incorporating AI-Related Assignments

Laurel shares her efforts to incorporate AI-related assignments into her classroom. This approach prepares students for the evolving landscape of marketing, where AI is playing an increasingly significant role.

Ethical Implications and Job Displacement

While AI offers numerous benefits, Laurel also expresses concerns about its ethical implications and potential job displacement. This balanced perspective encourages students to consider the broader impact of AI on society and the workforce.

The Benefits of Real-World Experience in Marketing Education

Insights from Industry Experts

Kirill praises the marketing program at Metropolitan State University, highlighting the benefits of having instructors with real-world experience. This practical knowledge enhances the learning experience, providing students with valuable insights that go beyond textbook theories.

Encouraging Listeners to Consider the Program

Kirill encourages listeners to consider the marketing program at Metropolitan State University for its talented staff and faculty. The program’s emphasis on real-world experience and industry-relevant skills makes it an excellent choice for aspiring marketers.


The podcast episode offers a wealth of insights into the evolving field of marketing education. From the integration of digital marketing strategies to the impact of AI, the conversation provides valuable guidance for marketing graduates entering the workforce. By emphasizing the importance of real-world experience, adaptability, and a well-rounded understanding of marketing, Laurel and Kirill offer actionable advice that can help students and professionals navigate the dynamic marketing landscape.

Key Takeaways

Real-World Experience**: Incorporating practical projects and industry insights into the curriculum is crucial for preparing students for the workforce.
Digital Marketing and SEO**: Understanding digital marketing strategies and SEO is essential for modern marketers.
Adaptability**: Being open to different career paths and adapting to industry changes is key to long-term success.
AI in Marketing**: Embracing AI-related assignments and considering the ethical implications of AI can help students stay ahead in the evolving marketing landscape.

By following these insights and recommendations, marketing students and professionals can enhance their skills and stay competitive in the ever-changing world of marketing.

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