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…

The recent global economic crisis has created a hypercompetitive job market in which students have struggled to attain positions in fields related to their disciplines. In an effort to provide students with tools to achieve career success, this paper outlines the elements for "Developing POP! A Professional Online Presence." This…

Despite an increase in ad spending and demand for employees with expertise in search engine optimization (SEO), methods for teaching this important marketing strategy have received little coverage in the literature. Using Bloom's cognitive goals hierarchy as a framework, this experiential assignment provides a process for educators who may be…

New information technologies are transforming marketing practice, leading to calls for marketing academics to focus their research and teaching more tightly on areas relevant to practitioners. Developments in e-commerce, business geographic information systems (GIS), and social media offer powerful marketing tools to nontechnical users. This paper…

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…

Implementation of a customer relationship management (CRM) 2.0 system can provide both a valuable pedagogical tool and a needed skill set in a marketing and sales curriculum. A CRM 2.0 system incorporated in the sales and marketing curriculum can help manage relationships between students, practitioners, and faculty while teaching students a…

This paper demonstrates a strategy to speed teaching innovation transfer between marketing educators. Nine teaching innovations presented at the Society for Marketing Advances 2012 Annual Conference are offered in a brief catalog form. The reader can also download support materials at www.salesleadershipcenter.com/research.html#mer-tm13/.…

The complexities of integrating client-based projects into marketing courses provide challenges for the instructor but produce richness of context and active learning for the student. This paper explains the integration of Web-based peer benchmarking as a means of improving student performance on client-based projects within a single semester in…

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.…

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…

Social media usage has grown rapidly in recent years, as individuals have incorporated social networks such as Facebook into their daily activities and businesses have begun to use social tools to interact with consumers. Many social media tools, likewise, have applications relevant for marketing education. This study assesses the adoption of…

We have devised a Web-based learning ecosystem (LECOS) that aligns marketing curriculum, course design, technology, instructors, students, as well as external stakeholders--a system that integrates traditional teaching methods with technological advancements in an attempt to enhance marketing students' motivation, engagement, and performance. A…

Businesses function within a cross-functional, integrative setting, and this necessitates providing a learning environment for students that is comparable to real-life work projects. Two upper-level university classes in marketing and information systems worked collaboratively with a snack food business to design and build a Web site based on a…