The Brand Project: Reinvention of a Principles of Marketing Course for the Digital Age

Abstract

Digital technologies have fundamentally changed the way people interact and has transformed how students access information, collaborate and learn. For The Brand Project, the instructor redesigned a Marketing course for the digital age. Students reported enjoying the project more than lectures or papers, expending a great deal of effort, and integrating knowledge. As educators, it is incumbent upon us to examine new technologies, consider how to incorporate them into our classroom, apply these technologies using theoretical frameworks, and measure their effectiveness. Doing so can inspire “digital natives” to engage with us beyond the traditional classroom pedagogy.