Case Study: East Tennessee State University achieves job-ready digital marketers with Adobe Experience Cloud

East Tennessee State University teaches students to work with Adobe Experience Cloud for real-world marketing success

East Tennessee State University (ETSU) launched an interdisciplinary Master of Arts in Brand and Media Strategy to address a market shortage of skilled digital marketers and boost recruitment without diverting budget or staff from core educational functions. The challenge was to give students real-world experience with industry tools—especially Adobe Experience Cloud—so graduates could meet employer expectations for advanced personalization and analytics.

ETSU integrated Adobe Experience Cloud (Analytics, Experience Manager, Target) into coursework, hands-on capstone projects, and professional certification opportunities, and partnered with R2Integrated and industry advisors to create agency-style learning and entrepreneurial software funding. The program boosted enrollment (from 24 to over 75 in one year), increased student engagement and real-world skills, supplemented university marketing with trained student workers, and created a stronger employment pipeline and industry support.

East Tennessee State University

Stephen Marshall

Department Chair, Media and Communication Department