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开发社交媒体和营销课程

营销教育评论。 十二月7,2014

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卷。 24(2),127-144

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本文描述了在开发社交媒体和营销课程中使用的过程和获得的经验。 作为关于该主题的第一篇已知论文出现在营销教育文献中,该论文为教育者提供了开发类似课程的框架。 该课程使用健全的教学设计模型,Kemp教学模型开发,并在四年的周期内不断改进。 课程概念包含四个显着特征:体验式学习方法,非传统课程形式,侧重于社交媒体在市场营销中使用的从业者导向,以及由多个参与者组成的学习社区(LC)的整合专业观点和专业领域。 根据LC所有成员在四年期间收集的定量和定性评估,该课程在实现所有课程目标方面非常成功。

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