Future Proof and Real-World Ready: The Role of Live Project-Based Learning in Students’ Skill Development

IF 2.8 Q1 EDUCATION & EDUCATIONAL RESEARCH

Journal of Marketing Education Pub Date : 2021-03-22 DOI:10.1177/02734753211001409

Andrew J. Rohm, M. Stefl, Noriko Ward

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引用次数: 26

Abstract

The rapid pace of technological change taking place today makes it even more important for marketing educators to incorporate relevant technical and higher level meta-skills in their digital marketing courses. We review the pedagogical literature on skill development and project-based learning and detail two live course projects designed to help students develop technical skills related to digital marketing in addition to important meta-skills involving creativity, critical thinking, collaboration, and communication. We evaluate the impact of the projects through a direct and indirect assessment process. Findings suggest that live project–based learning can support the development of the technical and meta-skills necessary for students to adapt to uncertainty and ambiguity and become future proof and real-world ready as they enter the workforce. We discuss the benefits and challenges associated with moving digital marketing education from conceptual to real-life projects and highlight pedagogical recommendations for educators who want to integrate live project-based learning into their courses.

查看原文本刊更多论文

面向未来和为现实世界做好准备:基于现场项目的学习在学生技能发展中的作用

如今，技术变革的快速步伐使营销教育工作者在其数字营销课程中融入相关的技术和更高水平的元技能变得更加重要。我们回顾了关于技能发展和基于项目的学习的教学文献，并详细介绍了两个现场课程项目，旨在帮助学生发展与数字营销相关的技术技能，以及涉及创造力、批判性思维、协作和沟通的重要元技能。我们通过直接和间接评估过程来评估项目的影响。研究结果表明，基于项目的现场学习可以支持学生适应不确定性和模糊性所需的技术和元技能的发展，并在进入职场时为未来和现实世界做好准备。我们讨论了将数字营销教育从概念项目转移到现实项目的好处和挑战，并强调了对希望将基于项目的实时学习融入课程的教育工作者的教学建议。

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来源期刊

Journal of Marketing Education EDUCATION & EDUCATIONAL RESEARCH-

CiteScore

6.00

自引率

25.00%

发文量

期刊介绍： The Journal of Marketing Education is the leading international scholarly journal devoted to contemporary issues in marketing education. Its mission is to provide a forum for the exchange of ideas, information, and experiences related to the process of educating students in marketing and its subfields. Its audience is largely composed of marketing faculty members at institutions of higher education where teaching is an integral component of their overall responsibilities. The main function of the Journal of Marketing Education is to publish articles focusing on the latest teaching/learning strategies and tactics in marketing education.