The purpose of this article is to provide an extended case study of the development of and early outcomes of a student-run digital marketing agency. Employers are looking to hire graduates who are "work ready." In the area of digital marketing, this is especially challenging given the rapid pace of change in the industry where new…

Many marketing educators want to help students develop networking and career development skills. LinkedIn can be valuable in this process, but students use it the least of any of the major social networks. Previous studies have discussed assignments using LinkedIn as a pedagogical tool to teach professional networking skills, but these studies did…

For the second year in a row, students enrolled in Psychology of Aging and Consumer Behavior worked in cross-disciplinary teams during an eight-week session, with their efforts concluding in a team project. Student teams created a marketing plan of a product or service specifically targeting older consumers. Fink's Taxonomy of Significant Learning…

We begin with the premise that empathy adds value as a strategic marketing skill. Getting into the heads and hearts of consumers enables tailored offerings and tactics that meet the unique, richly contextualized needs of a given target audience segment. The advent of marketing automation and artificial intelligence (AI) is predicted to make…

This research explores the potential causes for student's lack of interest in enrollment in marketing analytics courses. We reveal that a misconception of marketing as a "soft skills" major of study persists, which leads to biased assessment of the relevance and applicability of curriculum in regards to future career. As a result,…

Soft skills (active listening, attention to detail, avoiding technology-based distractions, etc.) are a growing need in today's workforce. Yet, finding the time, methods, and space within marketing classes can be a challenge. Faced with the task of teaching students not only how to function in their daily roles once in the workforce, the authors…

Increased value is placed on students having real-world learning experiences. Application classes such as Digital Marketing provide the opportunity for students to achieve this experience. Employers place value with employees having both hard skills and soft skills. To support learning both hard and soft skills, the Enterprise Marketing Variation…