Teaching Students Self-Advertising/Marketing Skills in the Age of Social Media: Designing an Experiential Exercise

After finding that college students are unlikely to use social media for self-advertising/marketing, this paper presents a pedagogical tool to help advertising educators teach them how. The experiential exercise is based on an e-marketing planning process where students conduct a situation analysis,...

Full description

Saved in:
Bibliographic Details
Published inJournal of advertising education Vol. 15; no. 1; pp. 23 - 29
Main Authors Myers, Jun, Czepiec, Helena, Roxas, Juanita, Whitson, Debbora
Format Journal Article
LanguageEnglish
Published 01.05.2011
Online AccessGet full text

Cover

More Information
Summary:After finding that college students are unlikely to use social media for self-advertising/marketing, this paper presents a pedagogical tool to help advertising educators teach them how. The experiential exercise is based on an e-marketing planning process where students conduct a situation analysis, differentiate their brand and set forth personal goals and objectives. Students use social media to promote themselves to employers, their small businesses, hobbies or social causes. Students consider the exercise to be effective in deepening their understanding of how strategic planning can enhance their self-marketing/advertising skills.
ISSN:1098-0482
2516-1873
DOI:10.1177/109804821101500104