作者
Nathaniel J Payne, Colin Campbell, Anjali S Bal, Niall Piercy
发表日期
2011/8
期刊
Journal of Marketing Education
卷号
33
期号
2
页码范围
204-216
出版商
Sage Publications
简介
The goal of this study is to evaluate the effectiveness of an experiential learning social media project that was integrated into a graduate marketing class. As part of the semester-long project, students were required to work within a team and create a spoof video, which was posted on YouTube. Students’ success was partially determined by the number of views made of the particular video. After reviewing the results obtained by a semistructured survey, the research indicates that the inclusion of an experiential project into the core curriculum was associated with student motivation, engagement, team management, and communication skills. Furthermore, this integration promoted learning of technical and theoretical knowledge related to consumer-generated advertisements and virtual viral marketing. Results and implications are discussed.
学术搜索中的文章
NJ Payne, C Campbell, AS Bal, N Piercy - Journal of Marketing Education, 2011