Social media — how incorporating practical applications in the classroom promote active learning and student engagement.

Virtual Paper ID: 56478
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    Lori Wortylko
    University of Cincinnati Blue Ash College

Abstract: The purpose of this paper is to present the data collected in a pilot study regarding the impact of social media as a teaching tool in undergraduate marketing courses and to discuss those findings accordingly. Specific objectives include: 1. Review the basic characteristics of Twitter, Instagram, and Snapchat 2. Identify other social media tools that could be used as alternative forums for projects 3. Discuss how the unique characteristics of each social media forum can be adapted to specific student projects/exercises 4. Review survey results about student receptiveness to the use of social media in the classroom These tools provide students with real-world practical application of social media used in industry. Moreover, it is hoped that this study will encourage more faculty to consider incorporating various forms of social media in undergraduate marketing classroom curriculum.

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