This article presents an approach to teaching an introductory digital marketing class that utilizes a semester-long project in which students develop a website and drive traffic using a variety of digital marketing tactics. As part of this project, students are provided with an engaging learning experience that includes direct exposure to the…

Multimodal learning via the use of smart devices, online social interactions, and intuitive communication platforms are fundamentally changing teaching and learning settings. Consequently, educators face unique challenges around student engagement as learners increasingly look to the use of technology-enabled activities for meaningful…

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is…

The rapid pace of technological change taking place today makes it even more important for marketing educators to incorporate relevant technical and higher level meta-skills in their digital marketing courses. We review the pedagogical literature on skill development and project-based learning and detail two live course projects designed to help…

Higher education institutions may adopt various approaches to the pedagogic principles and methods used in teaching sustainable development in business and marketing courses. These methods can include the utilisation of digital technologies and online communication to facilitate distance learning and fast access to relevant information. Changes…

Employers increasingly seek employees with more sophisticated technical skills to meet the changing global marketplace. A significant portion of political science graduates do not pursue advanced degrees, instead entering the job market and holding an array of occupations in organizations using social media, websites, and digital political…

Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes influencing marketing practice. The authors describe the M-School program at Loyola Marymount University, a program developed to address…

English for Specific Purposes (ESP) teachers in Higher Education struggle with introducing variation and meaning into courses, while addressing 21st century skills development for global employment markets. Digital storytelling in its many forms constitutes fertile ground for engaging students while learning the specific academic and professional…

The continuing technological development of the advertising and public relations (PR) industry and increasing transfer of marketing expenditures from traditional channels to emerging digital media have placed a heavy burden on advertising and PR education. While it is not clear how educators are responding to the digital challenge, this study…

Purpose: By focusing on a Greek traditional learning university, during and post COVID-19 restrictions, the study aims at examining the concurrent effects of teaching and assessment format on students' academic performance. The inclusion of case studies in course assessment post COVID-19 restrictions is also expected to give a rough insight into…

The purpose of this article is to demonstrate how marketing educators can utilize the design-thinking process to create an engaged, high-impact learning experience for students. The guidelines of the assignment outlined in this article show how marketing students can utilize the design-thinking process in order to create a mobile application that…

Abilities to interpret, analyze, and report data are in-demand job skills that many colleges and universities struggle to incorporate into the curriculum. The client-based project outlined in this study examines the experiential learning pedagogy used to teach students media analytics. This semester-long project encourages students to complete a…

Visual bookmarking app Pinterest, known for its aspirational and consumptive qualities of users' "pinning" work, has recently made concerted forays into the online advertising and marketing space. At the same time, its visual and collaborative qualities offer unique potential for application in pedagogy. This paper describes a…

Engaging students in the classroom is a struggle all faculty face especially in the age of modern technology. This article proposes a novel approach to engage and motivate students through the mobile business "on wheels" marketing concept. The growth in mobile business retailing (e.g., food trucks, mobile dog groomers, etc.) is an…

Digital technologies pervade the higher education landscape as a way to build student engagement and enhance student learning and teaching. In practice, however, the ways in which these tools are implemented in marketing education appear to be ad hoc, rather than using a systematic approach to build engagement and provide students with the skill…