This paper discusses a newly developed class project to aid students in their social media knowledge and experience. "The Klout Challenge" uses a social media influence metric from Klout.com to assess students' level of engagement with others through social media sites. This project produces multiple benefits for students. Students…

The opportunities in social media management and digital marketing strategy continue to expand as the profession evolves. Social media has become central for communication around the globe, but social marketers struggle with strategy and planning skills. The client-based activity outlined in this study facilitates the development of skills related…

This qualitative research study focused on the importance of storytelling as an effective marketing tool in a higher education setting, specifically, community college. The study was conducted to guide Cumberland County College's (CCC) administration, recruitment, and enrollment staffs to strategically share stories from engaged students through a…

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…

Knowledge of how to effectively monitor social media is an increasingly valued marketing research skill. This study tests an approach for adding social media content to an undergraduate marketing research class team project. The revised project maintains the expected objectives and parameters of a traditional research project, while integrating…

Given the presumed importance of social media to marketing, along with the apparent lack of research concerning social media curriculum development, the purpose of this study is to conduct a systematic analysis of social media curriculum through the evaluation of undergraduate course syllabi in the United States. This research is intended to…

This paper shows the value of an online personal learning network or community in educational innovation. It shows how theories and best practices from service and product innovation, as well the theories of learning communities, were applied using social media to facilitate the grant proposal and course development processes for a new course in…

Purpose: The purpose of this study is to understand and accentuate the value of social media in international student recruitment in Lebanese higher education institutions (HEIs). This study analyses the significance of social media and the changes occurring in the means of communicating with the potential international students, with an aim to…

The area of digital marketing is a difficult one for course development. Not only is it a relatively new topic area--having become popular after many marketing faculty completed their academic training--it is a constantly changing one wherein "innovative" tools are continuously being replaced within the industry. After uncovering what…

This study utilized a sequential mixed-methods design to investigate the role of social media as a marketing tool for public schools. The quantitative portion applied content analysis to 18 elementary schools with Facebook accounts. Post types and content categories were coded and analyzed to determine their roles in social media posts and user…

This paper explores social media marketing strategies applied by Canadian universities as a tool for institutional branding, recruitment and engagement of home and international students. The target sample involves the total population of Canadian university-status institutions ("N" = 106). Qualitative data were collected from two major…

An innovative project was designed for a retail management course to enhance critical thinking skills and provide hands-on learning about marketing strategy in an electronic retail context. Students created, promoted, and managed online stores using Zazzle.com, which retails user-generated designs, and analyzed the results of their efforts.…

Student-managed business projects offer students the opportunity to garner valuable real world experience while businesses can fulfill corporate responsibilities utilizing relatively inexpensive manpower. This paper describes an event marketing/social media marketing project completed in conjunction with Jackson-Dawson Communications, representing…

In the hotel industry, social media marketing has become a new trend hoteliers are chasing and an increasing number of hotels are using social media to promote their business. However, the marketing effectiveness of social media is still a big challenge in both academic and business world. Since social media marketing is totally different from…

The article answers the research question: under what conditions and with what methods would museum visitors feel comfortable (and not comfortable) sharing sensitive information for the purposes of museum research or evaluation? We ground our study in literature about sharing personal information in person, online, and in the context of digital…