Developing a Social Media and Marketing Course

This paper describes the process used and experiences gained in developing a social media and marketing course. As the first known paper on this topic appearing in the marketing education literature, the paper provides educators with a framework for developing similar courses. The course was develop...

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Bibliographic Details
Published in:Marketing education review 2014-07, Vol.24 (2), p.127-144
Main Authors: Faulds, David J., Mangold, W. Glynn
Format: Article
Language:English
Subjects:
Business Administration Education
Class Activities
Communities of Practice
Course Content
Course Evaluation
Course Objectives
Courses
Curriculum Development
Experiential Learning
Instructional Design
Internet
Marketing
Qualitative Research
Social Networks
Statistical Analysis
Student Centered Curriculum
Student Characteristics
Undergraduate Students
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Summary:This paper describes the process used and experiences gained in developing a social media and marketing course. As the first known paper on this topic appearing in the marketing education literature, the paper provides educators with a framework for developing similar courses. The course was developed using a sound instructional design model, the Kemp Instructional Model, and was continuously improved over a four-year cycle. The course concept entailed four distinguishing characteristics: an experiential-learning approach, a nontraditional class format, a practitioner orientation that focused on the use of social media in marketing, and the integration of a Learning Community (LC) that consisted of multiple participants with different professional perspectives and areas of expertise. Based on quantitative and qualitative evaluations collected over a four-year period from all members of the LC, the course was found to be highly successful in achieving all course objectives.
ISSN:1052-8008
2153-9987
DOI:10.2753/MER1052-8008240204