The Matchmaking Activity: An Experiential Learning Exercise on Influencer Marketing for the Digital Marketing Classroom

被引:21
作者
Kemp, April [1 ,2 ]
McDougal, Elizabeth Randon [2 ]
Syrdal, Holly [3 ]
机构
[1] Univ S Alabama, Mobile, AL USA
[2] Southeastern Louisiana Univ, Hammond, LA 70402 USA
[3] Univ Southern Mississippi, Hattiesburg, MS 39406 USA
关键词
undergraduate education; experiential learning techniques; learning styles; innovative teaching methods; influencer marketing; digital marketing classroom;
D O I
10.1177/0273475318803415
中图分类号
G40 [教育学];
学科分类号
040101 ; 120403 ;
摘要
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.
引用
收藏
页码:141 / 153
页数:13
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