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ERIC Number: EJ1034497
Record Type: Journal
Publication Date: 2013
Pages: 15
Abstractor: As Provided
Reference Count: 47
ISSN: ISSN-1052-8008
Teaching Students How to Integrate and Assess Social Networking Tools in Marketing Communications
Schlee, Regina Pefanis; Harich, Katrin R.
Marketing Education Review, v23 n3 p209-223 Fall 2013
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 assessment of an assignment in which students created blogs, promoted their blogs through social media, and monitored the performance of blog promotions using Web analytics tools. The assignment was well received by students. Most believed that the use of Web analytics tools enhanced their ability to utilize and evaluate social networking tools for marketing communications.
M.E. Sharpe Inc. 80 Business Park Drive, Armonk, NY 10504. Tel: 800-541-6563; Fax: 914-273-2106; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A