The Matchmaking Activity: An Experiential Learning Exercise on Influencer Marketing for the Digital Marketing Classroom
| Autor: | Holly A. Syrdal, April Kemp, Elizabeth Randon McDougal |
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| Rok vydání: | 2018 |
| Předmět: |
Marketing
Digital marketing business.industry Teaching method 05 social sciences 050301 education Information technology Experiential learning Influencer marketing Education Learning styles 0502 economics and business ComputingMilieux_COMPUTERSANDEDUCATION 050211 marketing Social media business 0503 education Cognitive style |
| Zdroj: | Journal of Marketing Education. 41:141-153 |
| ISSN: | 1552-6550 0273-4753 |
| DOI: | 10.1177/0273475318803415 |
| Popis: | Influencer marketing is an emerging technological disruptor for marketing across a wide range of industries. This tactic allows companies to promote products in a more organic, trust-affirming manner compared with other forms of paid advertising. As the use of influencer marketing is rapidly growing, marketing educators have a unique opportunity to prepare students to perform this in-demand marketing skill. This article outlines a classroom exercise, called the Matchmaking Activity, which introduces the concept of influencer marketing, provides hands-on experience, and encourages critical thinking to solve a simulated marketing dilemma. The end goal is for students to gain confidence that can be applied to a real-world marketing environment. To assess the effectiveness of the Matchmaking Activity, the exercise was conducted with students in digital marketing classes. Based on findings from a post-activity reflection survey completed by students, the Matchmaking Activity results in the achievement of several desirable learning outcomes. Ideas for adapting this exercise for use in a variety of other marketing courses are also provided. |
| Databáze: | OpenAIRE |
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