Educational Blogging: Integrating Technology Into Marketing Experience

The major challenge of marketing education is that the discipline continually reinvents itself. Marketing approaches and practices once new rapidly become old and many texts grow outdated in a short period of time, increasing the pressure on the instructors to provide the students with the latest kn...

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Bibliographic Details
Published in:Journal of marketing education 2010-04, Vol.32 (1), p.50-63
Main Authors: Kaplan, Melike Demirbag, Piskin, Burak, Bol, Beste
Format: Article
Language:English
Subjects:
Blogs
Business Education
Computer Mediated Communication
Computer Uses in Education
Curricula
Electronic Publishing
Experiential Learning
Innovations
Integration
Learning
Marketing
Skill Development
Soft Skills
Student Projects
Studies
Technology Integration
Web Sites
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Summary:The major challenge of marketing education is that the discipline continually reinvents itself. Marketing approaches and practices once new rapidly become old and many texts grow outdated in a short period of time, increasing the pressure on the instructors to provide the students with the latest knowledge. The changing environment of business necessitates the integration of innovative tools into the curriculum to enhance experiential learning and develop soft skills. This article presents the adaptation of blogging as an innovative approach for building and improving necessary marketing skills. This approach requires the students to maintain blogs where, as part of the Marketing Management course, they can write about “anything marketing,” such as recent campaigns, commercials, new products, or their own marketing-related experiences to provide an experiential exercise in marketing and produce significant improvements in students’ soft skills. This article offers a detailed discussion of such outcomes based on qualitative and quantitative evidence.
ISSN:0273-4753
1552-6550
DOI:10.1177/0273475309335652