AN INTEGRATED MODEL OF DIGITAL MARKETING CURRICULUM DESIGN
AN INTEGRATED MODEL OF DIGITAL MARKETING CURRICULUM DESIGN
复制标题
数字营销课程设计的集成模型
DOI：
10.1080/10528008.2021.1947856
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发表时间：
2021
影响因子：
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通讯作者：
Antonio Alvarado
中科院分区：
文献类型：
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作者：
Debra Zahay;Wesley A. Pollitte;Brooke Reavey;Antonio Alvarado
摘要本文的目的是详细介绍一个探索性的案例研究，突出了一个过程，以现代化的本科营销课程，将数字营销和分析方面的所有课程。与大多数其他提供数字营销课程的大学模式相比，本文详细介绍了一个蓝图，将营销理论，数字营销技术技能和体验式学习活动融入营销课程中的所有课程。基于建设性的对齐理论，并在ADDIE模型（分析，设计，开发，实施和评估）的帮助下，大学能够在更新课程之前让所有利益相关者参与进来，并以快速的方式雇用和培训教师，以满足市场需求。所有营销课程都进行了现代化改造，纳入了经验成分（例如，模拟、客户项目等）强化相关营销理论和特定技术技能。结果表明，通过在所有课程中整合数字营销活动，毕业的大四学生不仅培养了技能，而且还培养了应用这些技能的能力，以及对数字营销和分析的当前视角，这使得他们有可能在毕业后进入数字营销职业生涯。
ABSTRACT The purpose of this paper is to detail an exploratory case study which highlights a process to modernize an undergraduate marketing curriculum by incorporating aspects of digital marketing and analytics in all courses. In comparison to most other university models that offer, at best, one course in digital marketing, this paper details a blueprint to infuse all courses in the marketing curriculum with marketing theory, digital marketing technical skills, and experiential learning activities. Based on constructive alignment theory, and with assistance of the ADDIE Model (Analysis, Design, Development, Implementation and Evaluation), the University was able to involve all stakeholders before updating the curriculum and hire and train faculty in a speedy manner to meet market needs. All marketing courses were modernized to incorporate experiential components (e.g., simulations, client projects, etc.) that reinforce relevant marketing theories and specific technical skills. Results show that by integrating digital marketing activities in all courses, graduating seniors developed not only skills but the ability to apply them and a current perspective of digital marketing and analytics that has made it possible for them to enter a career in digital marketing post graduation.