If you’re a student considering taking BA 436, here’s the truth: this course does way more than just check a requirement box. It gave me tools I’ll actually use tools I’m already using. From launching my personal website to gaining real certifications that add credibility to my resume, this class has helped me grow as a marketer, communicator, and professional. Below are five takeaways that made a lasting impact on me and why they might matter to you, too.

1. Learning to Express Myself Through My Own Website

Before taking this course, I never imagined how powerful it could be to have a platform that’s fully mine where I could share my voice, reflect on my journey, and connect with others through my experiences. BA 436 pushed me to create a personal WordPress site, and in the process, I discovered just how valuable storytelling can be especially when it’s grounded in authenticity.

I used my website to write about some of the most important parts of my life: my career as a student-athlete, my love for running, and the adventures I’ve had on the road. I shared stories from summer trips like running up mountains in Sun Valley, training at altitude in Flagstaff, and celebrating the Fourth of July in Lander, Wyoming. I even wrote about the emotional moments of my senior track season, including biking alongside my team while recovering from injury, and closing out my career at the conference championship 10K at home.

At the same time, the class taught me to think critically about user experience (UX), visual design, layout, SEO, and formatting so my content wasn’t just personal, it was professional. Every decision I made from how I structured my posts to the way I used headings, bold text, and photos was tied back to what we learned about digital marketing strategy.

This wasn’t just a blog project. It became a way to reflect, to market myself authentically, and to show people what I stand for. Now, when someone visits my site, they don’t just see a resume they see who I am. And that’s something I’ll carry with me well beyond the classroom.

2. Getting Certified: Real Skills, Real Value

One of the most rewarding and practical aspects of BA 436 was completing a series of industry-recognized certifications and these weren’t just check-the-box assignments. I earned credentials in Google Analytics 4 (GA4) and Google Ads Search, both of which are used by real companies and agencies every day.

On the analytics side, I completed:

• Get Started Using Google Analytics (GA4)
  
• Manage GA4 Data and Learn to Read Reports
  
• Dive Deeper Into GA4 Data and Reports
  
• Use GA4 with Other Tools and Data Sources
  

These courses gave me a deeper understanding of how user data is collected, interpreted, and applied to improve digital marketing performance. I learned how to set up reports, analyze traffic trends, and track specific user behaviors across a website all essential skills in today’s data-driven marketing world.

I also completed the Google Ads Search Certification, which taught me how to build and optimize search campaigns, choose the right keywords, write compelling ad copy, and measure performance using Google tools. These aren’t just classroom exercises, they’re the same frameworks real advertisers use to manage thousands (or even millions) of dollars in ad spend.

By earning these certifications, I gained tangible proof of my abilities. They’re now proudly listed on my resume and LinkedIn profile, and they’ve already helped spark meaningful conversations in job interviews. More than anything, they gave me confidence knowing I can speak the language of digital marketing and back it up with real credentials.

3. Building Customer Personas That Actually Work

One of the most foundational (yet underrated) concepts I learned was how to create detailed customer personas. This isn’t just about guessing who your audience might be, it’s about researching their needs, goals, habits, and motivations so you can market to them effectively.

We applied this by building personas for a brand campaign, and it completely changed how I thought about messaging. Instead of asking, “What should I say?” I started asking, “What does this customer need to hear, and how do they need to hear it?” That shift made all the difference.

4. Seeing the Bigger Picture with Integrated Marketing Communications (IMC)

In today’s world, brands have to show up everywhere but they also need to be consistent. Learning about IMC helped me understand how to make all marketing efforts work together: ads, emails, social media, blogs, and more. It’s not about doing everything, it’s about doing the right things, aligned under one clear message.

In our team project, we built a fully integrated campaign, which helped me connect theory to practice. Now, when I look at a brand, I don’t just see their logo or tagline, I see how all the pieces fit together (or sometimes, don’t).

5. Writing Strong Value Propositions

Finally, one of the most practical and transferable skills I learned was how to write a compelling value proposition. This isn’t just copywriting, it’s strategy. A great value prop can be the difference between a customer scrolling past or clicking through.

We worked on refining value propositions through frameworks and peer feedback. I learned how to focus on benefits instead of just features and how to position products or services clearly and persuasively.

This helped me not only in class but also in personal projects like building the messaging for my website or pitching ideas in other courses.

Final Thoughts & Call to Action

BA 436 gave me tools I didn’t know I needed and confidence I didn’t know I had. Whether you’re pursuing a career in marketing or just want to understand how messaging, branding, and strategy work in today’s world, this course is worth your time.

It’s practical, applicable, and surprisingly personal. You don’t just learn what marketing is, you learn how to do it.

So if you’re on the fence, here’s my advice: take the course. You won’t regret it.