Title

Update status: The state of social media marketing curriculum

Document Type

Journal Article

Publisher

SAGE Publications Inc.

RAS ID

21638

Comments

Originally published as: Muñoz, C.L., Wood, N.T. (2015). Update status: The state of social media marketing curriculum in Journal of Marketing Education, 37(2), 88-103. Available here.

Abstract

The purpose of this research is to examine how the topic of social media has been integrated and executed within academic institutions and marketing courses. An exploratory survey of marketing educators that taught social media in their course(s) was undertaken. The survey addressed how social media was embedded within an institute’s curriculum, the amount of coverage given to social media, teaching approach taken, what specific topics were covered, instructional materials, type(s) of assessment, and unique pedagogical challenges the topic posed. Recommendations are provided to assist faculty in their social media curriculum development.

DOI

10.1177/0273475315586596

Access Rights

not open access