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…

Networking is a chance to interact with people, build friendships or business partners, identify opportunities, and create value. Technology has made this process easier, since individuals can readily contact others who were previously unknown. In the professional world, LinkedIn has become the standard way to build virtual and personal networks.…

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…

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 research is based on two studies that focus on teaching students how to integrate and assess social networking tools in marketing communications. Study 1 examines how students in marketing classes utilize social networking tools and explores their attitudes regarding the use of such tools for marketing communications. Study 2 focuses on an…

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…

To determine the usefulness of social networking Web sites such as Ning.com as a communication tool in marketing courses, a study was designed with special concern for social network use in comparison to Blackboard. Students from multiple marketing courses were surveyed. Assessments of Ning.com and Blackboard were performed both to understand how…

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 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…

With the rapid growth of social networking and media comes their consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (e.g., networking, self-marketing) and corporate/product branding (e.g., marketing communication). This paper addresses the use of LinkedIn (i.e., an online…

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…

A review of the marketing literature suggests that students develop personal marketing or sales plans to find their first job and subsequent career. Publishers are providing students access to online resources linked to career information. However, the person who knows most about a given career is the person who is working at that job on a daily…

Internship research published in marketing and business education journals primarily examine student perspectives about internships or reports results based on other business disciplines. To more accurately understand how employers perceive marketing interns and internships, 352 managers located in the Midwestern United States were surveyed.…