Document Type
Article - post-print
Publication Date
2021
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.
Original Publication Citation
Rohm AJ, Stefl M, Ward N. Future Proof and Real-World Ready: The Role of Live Project-Based Learning in Students’ Skill Development. Journal of Marketing Education. March 2021. doi:10.1177/02734753211001409
Digital Commons @ LMU & LLS Citation
Rohm, Andrew J.; Stefl, Matthew; and Ward, Noriko, "Future Proof and Real-World Ready: The Role of Live Project-Based Learning in Students’ Skill Development" (2021). Marketing & Business Law Faculty Works. 46.
https://digitalcommons.lmu.edu/mbl_fac/46
