Every spring I teach a short course on typography to marketing students. Most of them will never set a page. All of them will approve one.
So the course is not about drawing letters. It is about seeing them: why a headline feels nervous, why a paragraph tires the eye, why two faces argue on the same poster.
One exercise
Each student brings a menu from a café they love and one from a café they avoid. We set both again in the same face, and by the end of the morning they can say what was wrong without using the word font.