Update status: The state of social media marketing curriculum
Document Type
Journal Article
Publisher
Sage Publications Inc
School
School of Business and Law
RAS ID
21638
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
subscription content
Comments
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.