As blockchain technology continues to gain traction across industries, Michigan State University’s College of Communication Arts and Sciences students are getting hands-on experience with the tools shaping the future of the internet.
Dar Meshi, associate professor of advertising and public relations, taught a course on Web3 and blockchain technology that has already led to potential career outcomes for students — several of whom applied for jobs in the Web3 field after completing the class.
“Blockchain technology has the potential to disrupt how companies, governments, and individuals use the internet,” Meshi said. “Especially for students in advertising and public relations, this technology is changing how programmatic advertising and online marketing are conducted. I wanted to make sure our students understand these shifts, so they’re prepared for future employment opportunities.”
The course began with an overview of how today’s internet operates, including how corporations like Meta use protocols such as HTTP and SMTP to build social network applications that generate revenue from user data. Students then explored how blockchain technology integrates into the internet stack, enabling decentralized applications that challenge traditional corporate platforms.
In the second half of the course, students examined blockchain’s growing influence on advertising and marketing. They also gained practical skills by setting up crypto wallets, sending tokens, purchasing NFTs, and performing other on-chain activities.
Student engagement was strong throughout the semester. One student joined a blockchain testnet outside of class to experiment with decentralized software applications. Another began posting on a decentralized social media platform and earned a notable sum for his content—eventually catching the attention of the platform’s creators, who invited him to promote his work.
A student, who had limited blockchain experience prior to the course, went on to become vice president of marketing for Spartan Blockchain, MSU’s student-led blockchain organization.
Meshi said seeing students take initiative and explore new technologies beyond the classroom has been one of the most rewarding outcomes of the course.
“Watching students learn about blockchains and then take steps to look into projects and employment in the space is exactly the kind of impact I hoped for,” he said. “They’re not just learning about blockchains—they’re participating in the Web3 ecosystem.”
By Claire Dippel