Students are charged with creating content to release on the Web. Content designed to get high traffic, pass along ... and well fabulous Internet famousness. The class is graded by custom Internet software that catalogs sites like Digg, Del.icio.us, Flickr, YouTube, Facebook, Technorati, Alexa, Google to evaluate the overall popularity of the content (in a single refined score).
What I love about this is how targeted it is at experiencing the way things really work. At the very essence of how universally accessible the Internet is. That you can just dive in with a little reading and smidge of fiddling around and really DO it, not just have someone tell you about an abstraction.
One of my biggest frustrations in interviewing AEs in the last few years is how theoretical their online knowledge is - as far as actual technology, ethnography, or even simple user experience.
At my last job, I test-drove these great interview questions from David Armano and was disappointed to get a combination of 'No's and blank stares. Even among digital natives, it's surprising how many advertising/marketing people aren't really using/creating on/diving deep in the Internet so much as marketing to it. If you do blog, read blogs, use social networks, tag, or otherwise live online, talk about it in interviews. You have hands-on experience in a medium that a lot of your peers surf on by...