Enhancing Student Engagement and Learning Outcomes Through Strategic Use of Guest Speakers in Advertising Education

Guest speakers have become a valuable asset in academic settings, providing real-world insights and bridging the gap between theoretical concepts and industry practices. This paper synthesizes key findings from recent studies on best practices and student perceptions of guest lectures, highlighting factors that enhance learning outcomes and engagement. Research demonstrates that carefully selected guest speakers, paired with intentional preparation and follow-up activities, greatly enrich students’ educational experiences. This study examines and refines the use of guest lectures in a large introductory advertising course, Principles of Advertising (n = 145), at a Midwestern university, primarily attended by freshmen majoring in advertising management and related fields. It details the processes for selecting speakers, scheduling, preparing presentations, conducting follow-ups, and evaluating impact, along with strategies for maximizing student engagement. Additionally, many guest speakers discussed artificial intelligence (AI)’s role in advertising, sharing insights into its benefits and limitations, further broadening students’ understanding of emerging industry trends.