Students Learn Digital Marketing from Alumnus in the Field

Over the month of July, 63 current and incoming King’s students completed the free Digital Marketing Bootcamp offered by Prof. Alex Andreyev, a King’s alumnus and VP of Advisory Services at Matterkind. Students spent four weeks learning the language and key players of the digital marketing landscape and earned a Certificate of Completion upon attending all live discussions and answering all sets of study questions.

The bootcamp came at a good time for Arianna Haynes (Humanities Dec. ’20), who was looking for ways to keep learning amidst a summer with a lighter schedule due to COVID-19 closures. Even for a non-business student like Haynes, there was ample opportunity to learn. The weekly work included video lectures from Andreyev, supplemental materials from Trade Desk (the leading online resource for learning digital marketing), live meeting times with Andreyev, and reading assignments and quizzes.

Peter Gocke (Business ’22) and Lydia Marlin (PPE ’22) both appreciated the “deep dive” approach Andreyev took in explaining all the key players along the process of digital marketing, from awareness of a brand to the sale of a product. “I was expecting to start at a general level and stay at principles of marketing,” Gocke said, but his expectations were “blown away” under Andreyev’s nine years of experience in the industry. The course included topics on information tracking and ethics.

Because Andreyev graduated from King’s, Marlin added, “he understands King’s students” and readily addressed the ethical questions many King’s students had that face digital marketers.

“From day one, you could see that he knows so much,” said Gocke.

Andreyev graduated from King’s in 2009 and has since become a veteran in digital marketing. Beginning as an account manager for CPX Interactive after graduation, he joined Matterkind, formerly Cadreon, a year ago as VP of Advisory Services. This was his second time returning to King’s in the instructor role; he has previously taught a full-length course in Introduction to Digital Marketing.

Why did he teach this bootcamp for free? Andreyev said, “My sister spent the last few months deciding on which college to attend as she pursues her career in art and illustration, so I understand that many students today are asking about the value of college in the times of COVID… I was excited to showcase the practical courses that are available at The King’s College within growing and innovative industries.”

He added, “The benefit of seeing purpose-driven, hard-working, and smart students that ultimately become my colleagues in the digital marketing industry is an even greater perk.” Just as in Introduction to Marketing, he enjoyed this teaching experience, finding that “many of the students are highly engaged and ask great questions.”

For Gocke, looking for internships in the fall, this experience will continue to be useful. He has been surprised to find how many internships require prerequisite knowledge of advertising. Marlin works in the College’s marketing department as a student worker and hopes to continue in the field after graduation. As the field of digital marketing continues to develop and change, Marlin is grateful for what the bootcamp has taught her. “As I’m in marketing, I don’t want to be behind the curve. I want to be ahead of the game.”