As members of the most media-savvy generation in history, Bryant undergraduates know the ins and outs of social platforms like TikTok, Instagram, and Snapchat intimately, and have been digital natives — and consumers — for most of their lives.

Now it’s their turn to shape the conversation, and they’re eager to try their futures on for size in Bryant’s new Digital Marketing Lab.

In today’s class, the young men and women enrolled in Professor Sharmin Attaran, Ph.D.’s Digital Marketing course are testing out a range of state-of-the-industry equipment. This course focuses on online consumer behavior, the various digital channels available to marketers, how to create and launch effective digital marketing campaigns across internet-based platforms, and how to track marketing effectiveness.

That means gaining a practical understanding of all digital channels and platforms, and how to develop an integrated strategy, from formulation to implementation to analysis.

“We go beyond the lecture,” says Attaran, director of Bryant University’s Digital Marketing program. “Our approach isn’t just about learning theories and strategies. We’re focused on immersive, real-world experience— taking concepts from the classroom and bringing them to life in real-time projects.”

A dynamic space that mirrors the environment of a professional digital marketing agency, the lab was purpose-built with state-of-the-art equipment to give students hands-on experience with industry-standard tools, including high-quality lighting setups for photography and video production, a green screen for creating immersive content, audio recording stations for podcast production, and video editing software to refine their work. From the Digital Display Wall, where students can see how marketing campaigns look across various devices and operating systems, to collaborative work pods for team-based projects, every element is designed to simulate a real-world digital marketing workspace.

“We wanted to create a space where students can practice with real content and real clients, not just hypotheticals,” she explains. “This lab is designed for students to experiment and develop a deep understanding of digital marketing tools and strategies, preparing them to lead in the industry.”

Attaran’s classes are known for their immersion. Her students regularly work with real clients that tap them for content creation, strategy, and other needs. Each year, her capstone seniors compete in the international Digital Marketing Competition and always make a top showing. In 2022, they won.

“The lab provides a full, immersive experience,” says Attaran. “From testing out different social media platforms to analyzing campaign results, students are able to see what actually works in the field. They aren’t just creating content; they’re learning the strategy and analytics behind it, ensuring they can make data-driven decisions in their future roles.”

Says Digital Marketing major Ashley MacDonald ’25 about working in the lab: “I was kind of geeking out a little bit,” she admits with a laugh. “When I saw everything in there, it was really exciting.”

In today’s class, every element of the studio is being put through its paces. At one station, a pair works to take a perfect product shot in the lab’s lightbox setup, sizing up every detail. At another, two students record a podcast promoting a popular soda while managing the soundboard. Still another duo films an influencer video in front of a green screen with a professional lighting setup while a third student tweaks their work with video editing software.

Victoria Velazquez ’26 and Julia Dearing ’26 are working on the podcast ad read. They both listen to podcasts, of course, but it’s an unfamiliar sensation to hear your own voice — and to seem natural when you’re selling a product.

“I took us a little bit to get used to it — especially because we’d both just start laughing every time we started talking,” says Velazquez.

By the end, though, they start to gel, and the podcast conversation becomes smoother and more relatable. Next time will be even better, Dearing says.

A few steps away, Anna Dye ’26 is filming Mackenzie Keith ’26 —and realizing she’s finding working the camera more compelling than she had ever imagined. “It’s nerve-wracking because you need to get the shot and you don’t want to mess it up and have to start over — but it’s also kind of fun,” she says.

“I’m glad we have the chance to get out of our comfort zone and try things, especially since this is the equipment we might use in our careers,” Dye adds.

But the students aren’t done when the recording sessions end. They also have access to leading analytics platforms like Google Analytics, Sprout Social, HubSpot, and SEMrush, allowing them to not only create content but also measure its effectiveness and refine their strategies based on data. “We designed the lab to be a collaborative, creative environment,” Attaran adds. “It’s a hub for students to work together, innovate, and push their boundaries. Watching them get excited about trying new techniques and seeing their ideas come to life is incredibly rewarding.”

As the students work, try new things, and, yes, occasionally screw up and start again, there’s a joy that suffuses the lab. That, says Attaran, is by design as well. “We designed the lab to be a collaborative, creative environment,” Attaran adds. “It’s a hub for students to work together, innovate, and push their boundaries. Watching them get excited about trying new techniques and seeing their ideas come to life is incredibly rewarding.”

The class is also gearing up to put their newfound skills to the test by using the lab’s tools to launch their own multimedia marketing campaigns. Tristen Riley ’25 is working on a SportsCenter alternative that will cover both local and national athletics across X (formerly Twitter) and Instagram. He’s excited to test his skills, but the project is bigger than that for him. This is the field he plans to go into, and he wants to get a head start.

“This is a chance to get my name out there,” he says.

By the time the session ends, nearly everyone is giddy, but also a little wiser. Their first real-life exposure to their chosen careers has been a success, but they also realize how much they have to learn.

“It was really cool to get a look behind the scenes and see how so many different types of advertising are actually done — and to be able to do it ourselves using the same equipment,” reflects MacDonald.

In short, they can’t wait for the next class.