Experiential Learning Theory in Digital Marketing Communication: Application and Outcomes of the Applied Marketing & Media Education Norm (AMEN)

Authors

  • Melanie B. Richards East Tennessee State University
  • Stephen W. Marshall East Tennessee State University

DOI:

https://doi.org/10.33423/jmdc.v13i1.684

Keywords:

Digital Marketing, Business, Marketing, Marketing Development

Abstract

Industry trades report the digital marketing skills gap continues to widen. In response to this need, Experiential Learning Theory (ELT) and a partnership with a leader in marketing technology was applied to create the Applied Marketing & Media Education Norm (AMEN). AMEN provides a model matching the employment needs of the digital marketing space while creating a means for academic programs to remain current with technology. AMEN also offers unique advantages when it comes to bridging theory-based and skills-based education models through applied projects and software certifications. This produces positive outcomes for the students, faculty, department, university, and industry.

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Published

2019-03-03

How to Cite

Richards, M. B., & Marshall, S. W. (2019). Experiential Learning Theory in Digital Marketing Communication: Application and Outcomes of the Applied Marketing & Media Education Norm (AMEN). Journal of Marketing Development and Competitiveness, 13(1). https://doi.org/10.33423/jmdc.v13i1.684

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Section

Articles