University: Brigham Young University
Location: Provo, Utah
Dr. Jeff Larson is associate professor of marketing at the Marriott School of Business at Brigham Young University where he teaches courses on digital marketing and analytics. He is coauthor of the top-selling digital marketing textbook, Stukent’s “Digital Marketing Essentials.” Larson completed his Ph.D. in marketing at the Wharton School of Business and conducts research on contextual influences in consumer decision making.
His work has been published in various academic journals on psychology and marketing and has been featured in The New York Times, The Wall Street Journal, and many other outlets.
We asked Professor Larson a few questions. His answers are below:
WHAT STUKENT COURSEWARE HAVE YOU USED?
WHAT TEACHING TIPS WOULD YOU SHARE WITH OTHER PROFESSORS?
My class is structured around a semester-long website project that students undertake in groups of three or four students. They design the website (or redesign it if it’s already an existing website), set up Google Analytics and Search Console, conduct on-site SEO and off-site SEO, run a search ad campaign, then conduct one other digital marketing campaign of their choice (display ad campaign, retargeting campaign, email campaign, social media ad campaign, or an organic social media campaign).
So far, none of the students’ websites have gone on to become a multi-million dollar business, but I’m still holding out hope!
This semester, 10 minutes before class, I run dynamic PowerPoint slides that show the class plan for the day and upcoming assignments. I got that idea from Kinda Wilson’s presentation at ProfCon19.
WHAT ARE YOUR HOBBIES AND TALENTS?
I’m an avid Crossfitter. During the last Crossfit Open (a worldwide Crossfit competition), I was in first place after two weeks on the marketing professor leaderboard. I finished in third place. I promise an automatic A to any student who beats me in the Open. I haven’t given any automatic A’s yet.
CONNECT WITH JEFF LARSON
Thank you, Jeff, and congratulations!