Authentic assessment and digital literacy in sport marketing

Abstract

Focusing on a single sport marketing unit, this research examines how authentic assessment with a digital deliverable influenced students' confidence, application and communication of sport marketing theories in real-world contexts. Data were collected through a mixed methods case study approach. Students responded to a short quantitative survey and qualitatively reflected on their impressions, concerns and learning outcomes. Findings revealed statistically significant improvements in students' digital literacy, particularly in their use of digital content creation tools, with self-reported confidence levels increasing markedly. Despite initial technological trepidations, students reported that hands-on teaching and learning interventions, such as the creation of digital storyboards, facilitated their learning and success with the assessment. Furthermore, students reported the relevance of the skills in preparing them for future careers. The study contributes to literature on authentic assessment within the broader sport marketing discipline; highlighting the challenges and opportunities associated with integrating digital tools into educational practice.