It’s 5:30 in the morning and Dean Tom Reichert is up planning for his class. In just a few hours, close to 325 students will file in for “Intro to Advertising," the largest class ever taught by Reichert, and it’s been a few years since he had this role.

“I really wanted to re-connect with the students and enjoy the classroom experience,” said Reichert. “Interacting with the students in this way reminds all of us why we’re here, and, quite frankly, it re-energizes me.”

Advertising, like other communication fields, has changed in the last few years. There are many technological advancements and tactical tools, like social media and AI, to help brands communicate with their audiences. It’s important to the dean, as it is with all instructors, to stay on top of emerging trends. When you take the instructor role, it’s a great opportunity to brush up on all that’s new in the field. Currently, AI is key to communication-related fields, both its implementation and ethical use.

“I’ve required all my students to become certified with IBM Skills Build-Artificial Intelligence Fundamentals,” said Reichert. “Close to 60 percent of our staff and faculty have become certified, and I thought it was important to offer this opportunity to our students as well. It will be a great credential to take with them when they graduate.”

Reichert has already committed to teaching the course again next fall. The energy he derives from student interaction reminds him of his purpose at the CIC. Planning lectures, prepping slides, developing exams — all are worth it to him to have this time with the students.

Even if it means an early wake-up call.