In a world where communication is key, military service members face unique challenges in staying relevant and adaptable in the world of integrated marketing. Russ Scalf, an 18-year veteran of the Air Force, shares his journey of bridging the gap between military service and cutting-edge marketing strategies through his experience with the West Virginia University Integrated Marketing Communications Program.
As a 2023 graduate of the program, Russ highlights the support he received from a faculty deeply committed to understanding and addressing the specific needs of military personnel. The program's online format provided him with the flexibility essential for someone with a demanding schedule, ensuring that he could excel in his studies regardless of his location or responsibilities.
“For me, the most beneficial aspect of the program has been the faculty. The instructors that I have had have been amazing. I've done an online school for too long now that, you know, when you're traveling all over the world, that's basically the only way that you can get it done. It's not been somebody on the other end of a keyboard, it's personalized messages. It's taking Zoom calls, it's taking phone calls. I mean, they've been willing to, you know, drop everything that they're doing to make sure that I'm getting everything that they have to offer.”
“You know, it helps not just that you be prepared for those things and be more employable, but it helps your military leadership understand the challenges that they're going to face and that they have somebody on their staff that is actually already well versed in those technologies" Russ Scalf
Russ emphasizes the program's relevance to his military career, particularly its focus on diverse skill sets and emerging technologies. Courses such as brand equity management and emerging media technologies equipped him with the tools to navigate both analytical and creative aspects of marketing—a necessity for military communicators who often find themselves wearing many hats.
“You know, it helps not just that you be prepared for those things and be more employable, but it helps your military leadership understand the challenges that they're going to face and that they have somebody on their staff that is actually already well versed in those technologies. I would recommend this program to other DINFOS alumni because you have a staff here that is at every turn working to understand and tailor the program based on our needs.”
Moreover, Russ highlights how the program's emphasis on staying at the forefront of emerging technologies not only enhances individual employability but also benefits military leadership by providing valuable insights into future challenges and opportunities.
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