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ERIC Number: EJ934295
Record Type: Journal
Publication Date: 2011-Aug
Pages: 11
Abstractor: As Provided
Reference Count: 22
ISBN: N/A
ISSN: ISSN-0273-4753
Learning by Tweeting: Using Twitter as a Pedagogical Tool
Rinaldo, Shannon B.; Tapp, Suzanne; Laverie, Debra A.
Journal of Marketing Education, v33 n2 p193-203 Aug 2011
Marketing professionals use Twitter extensively for communicating with and monitoring customers, for observing competitors, and for analyzing chatter concerning brands, products, and company image. Can professors use Twitter to engage students in conversation about a marketing course? The authors argue that Twitter has many benefits for marketing educators who are interested in engaging students in experiential learning. In a real-time environment for student learning, professors may use Twitter for direct communication with students to generate discussion and interest in the course topics and examples. Just as marketers use Twitter to generate interest, discussion, and brand image, educators can use Twitter to generate this interest in a course through social media. Furthermore, Twitter is a fast, easy method for making announcements, solving student issues, and performing course-related administrative duties. In three studies, both quantitative and qualitative data suggest that when students engage in Twitter use with the professor, students feel better prepared for future careers. In addition, students indicate that Twitter facilitates achieving traditional educational goals. The qualitative data offer insights into potential problems. Suggestions for educators interested in using Twitter are offered. (Contains 1 figure and 4 tables.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: Teachers
Language: English
Sponsor: N/A
Authoring Institution: N/A