ERIC Number: EJ1130288
Record Type: Journal
Publication Date: 2015
Abstractor: As Provided
A Social Media Practicum: An Action-Learning Approach to Social Media Marketing and Analytics
Atwong, Catherine T.
Marketing Education Review, v25 n1 p27-31 2015
To prepare students for the rapidly evolving field of digital marketing, which requires more and more technical skills every year, a social media practicum creates a learning environment in which students can apply marketing principles and become ready for collaborative work in social media marketing and analytics. Using student newspapers as examples, the practicum adopts an action-learning approach to enhance student knowledge and skills in social media. This paper describes the structure, process, and tools that support this practical experience in a marketing course. The extent to which the practicum helps in preparing students is assessed and reported.
Descriptors: Social Media, Practicums, Newspapers, Marketing, Teaching Methods, Internet, Experiential Learning, Course Descriptions, Skill Development, Reflection, Statistical Analysis, Teamwork, Educational Benefits, College Students
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: California