Each semester, students in my Digital Retailing Strategies course work in teams on a real-world case study project, analyzing a local business’ online search results, website and mobile presence, digital communications to customers and consumers’ online experience. This spring I worked with Jenny Layne Bakery in Argyle, Texas. Jenny started out baking while in college, developing her business plan as a class project. Fast forward to today, she bakes some of the most beautiful wedding cakes in the Dallas area. But keeping up with the fast-moving digital customer is always a challenge for a small business.
Bake Magazine did a great profile on our outcome, which engages students to act as consultants to a real, operating businesses with challenges in the digital space. Read the Bake Magazine article How a College Class Helped a Customer Bakery Grow Its Business.