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Helping students understand the relevance of social media tools to marketing practitioners: A case study of a marketing principles module

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This paper discusses how Kolb's (1984) learning cycle was used as the basis of a project to better incorporate social media into a core principles of marketing module, with the aim of developing students' appreciation of how marketing practitioners use such media. Students and tutors were encouraged to use Twitter, Pinterest, YouTube and blogging during the module and these media were built into the assessment strategy. Two iterations of changes were made over the course of a year. The results were measured quantitatively and qualitatively through the module feedback survey. Student assessment of the module improved with each iteration and their feedback on the changes was almost entirely positive. This paper shows how Kolb's cycle can be used as a basis for an academic reflecting on and improving their own practice and demonstrates ways in which marketing academics can effectively incorporate social media into their modules.
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Keywords: CASE STUDY; DIGITAL LITERACY; DIGITAL NATIVES; MARKETING EDUCATION; SOCIAL MEDIA

Document Type: Research Article

Publication date: 01 March 2014

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