This paper presents a class case study of an assignment that asked students to use a Twitter
follower report to design a Twitter advertising campaign. The purpose of this case study is to …

As use of social media continues to grow, there is evidence that student skills in social
media marketing are inadequate to meet the needs of potential employers and that student …

Knowledge of how to effectively monitor social media is an increasingly valued marketing
research skill. This study tests an approach for adding social media content to an …

It is truly important for students to understand how to monitor online marketing buzz. This
assignment, social media analytics, utilizes the content analysis research method to build …

To prepare students for the rapidly evolving field of digital marketing, which requires more
and more technical skills every year, a social media practicum creates a learning …

The advertising industry has changed dramatically in the last few years with increasing
percentages of marketing expenditures transferring from traditional channels to emerging …

This paper discusses a newly developed class project to aid students in their social media
knowledge and experience." The Klout Challenge" uses a social media influence metric …

This paper describes how a small academic program used social media marketing--
specifically, a Facebook advertising campaign and a Facebook page to attract prospective …

The increased emphasis on targeting audiences via digital and social media channels
necessitates the updating of traditional advertising curriculum. Academic courses …

The popularity of social media among students and practitioners has encouraged marketing
educators to find ways to incorporate social media into their classrooms. We offer results …