5 Questions with Dr. Melanie Richards

When ETSU restructured its academic units in 2024, one exciting development was the creation of new schools – including the School of Marketing and Media. This dynamic school brings together programs in Marketing, Media and Communication, and Digital Media, providing students with a cohesive, industry-relevant pathway into careers in brand communication, content creation, marketing strategy, media production, and digital storytelling.  

Dr. Melanie Richards, Associate Professor of Marketing, guided the formation of this new school as its Interim Director and now serves as its Director.

Here, Richards tells about the school and the hands-on learning experiences it offers through its own agency, BucHouse, as well as technology-fueled changes in the media and communication industry. 

Tell us about the School of Marketing and Media and its positive impact on our students. 

The school unites our Digital Media, Media and Communication, and Marketing departments to create more integrated, career-focused student learning opportunities. Features like our BucHouse agency and national competition teams offer practical, high-impact ways to apply classroom knowledge. Through these experiences, students gain the skills and confidence to succeed in today’s fast-changing industry. 

What is BucHouse, and how did it come about? 

BucHouse is our student-powered marketing and media agency that brings together talented students from across the school to work on real client projects under the guidance of faculty mentors. BucHouse offers paid, portfolio-building opportunities where students refine skills, build confidence, and develop professionalism. In its first year, the agency has prioritized campus-based partnerships, but hopes to support more regional partners moving forward.  

How does BucHouse help students to “Go Beyond the Classroom”? 

BucHouse projects develop students’ technical skills and teach collaboration, accountability, and purpose. A recent partnership with ETSU ROTC is a great example, with students creating multimedia content to support recruitment. BucHouse helps students connect academic learning with meaningful impact, reinforcing both their career readiness and their ability to contribute to the communities they serve. 

How is generative AI changing the marketing and media industry for students and professionals? 

Generative AI is transforming how we work. It offers efficiency and scalability, but its use also raises important questions about ethics, originality, and human oversight. For our students, AI literacy is essential. We teach them to use these tools creatively, but responsibly. When using generative AI, we emphasize principles of transparency, ethical practice, human engagement, and continuous learning, which is the same guidance I would give current professionals. 

You worked for both Fortune 500 companies and major nonprofits before your time at ETSU. What drew you to teaching, and how do you bring 
that experience to the classroom? 

I was drawn to teaching by the opportunity to help students discover their potential, and my previous experience leading national marketing and research teams shaped my teaching approach. I co-developed the Applied Marketing and Media Education Norm (AMEN) with Dr. Stephen Marshall to bridge theory and practice, and the AI in Service Learning and Experiential Education (AISLE) model with Dr. Chelsie Dubay to promote ethical, AI-supported learning. These frameworks ensure students gain real-world experience while building adaptability, critical thinking, and an ethical mindset, preparing them to lead with purpose.