A Marketer in the Classroom: Why Education Needs Strategy

In this episode of EdTech Dots , I talk with Paulina Krukowska — a digital marketing strategist with 15+ years of experience working with major brands like H&M and Allegro… and someone who unexpectedly found a mission in education.

Paulina shares:
What EdTech gets wrong (and how to fix it)
Why curiosity should be the “5th C” in modern education
How marketing principles can help students learn and teachers survive
Why most educational tools fail before they even launch
How AI can reduce teacher burnout — today, not in the future
And how to spot real impact vs. empty “we’re changing the world” talk

It’s a rare, honest look into the intersection of marketing, teaching, EdTech, and ESG — packed with insights for founders, educators, and anyone trying to make education better.

Chapters:
00:00 — Introduction  
01:00 — What marketing can teach education  
04:00 — Real problems vs. imaginary problems in EdTech  
07:00 — From big brands to classrooms: why Paulina chose teaching  
11:30 — Teacher burnout, admin overload & how AI helps  
16:30 — Why schools resist change (and how to break through)  
20:30 — What makes EdTech tools succeed or fail  
26:00 — How to market EdTech tools the right way  
34:00 — Influencers, communities & reaching real teachers  
39:30 — Marketing on tiny budgets: practical advice for founders  
46:00 — Using AI tools to launch faster and smarter  
50:00 — ESG, education and the future of responsible innovation  
58:00 — What drives Paulina: mission, impact & real change
1:07:00 — Closing thoughts