The marketing blog competition: Integrating educational blogging and analytics in the classroom

Tuzovic, Sven & Kuppelwieser, Volker (2014) The marketing blog competition: Integrating educational blogging and analytics in the classroom. Journal of Innovative Education Strategies, 3(1), pp. 43-59.

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How should marketing educators teach today’s technologically savvy college students the latest knowledge as well as relevant soft and hardskills for employment in a world of Web 2.0? The changing environment requires the development of innovative pedagogical approaches to enhance students’ experiential learning. Recent research has focused on the idea of implementing technology and the adoption of educational blogging in the marketing curriculum. This paper outlines a semesterlong marketing blog competition, in which students had to (1) create and maintain a marketing blog and (2) apply web analytics to analyze, manage and improve their blog performance based on key performance indicators. This article offers a detailed discussion of the design and implementation as well as the outcomes based on quantitative and qualitative student feedback.

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ID Code: 86231
Item Type: Journal Article
Refereed: Yes
Keywords: Marketing Blog, Educational Blogging, Classroom, HERN
ISSN: 1555-5429
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 05 Aug 2015 22:40
Last Modified: 18 Aug 2015 02:42

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