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Social Media in the Classroom

Edited By Hana S. Noor Al-Deen

Social Media in the Classroom provides a comprehensive resource for teaching social media in advertising, public relations, and journalism at the undergraduate and graduate levels. With twelve chapters by contributors from the United States, the United Kingdom, and Australia, this volume provides original scholarly work which encompasses a wide range of methodologies, theories, and sample assignments for implementing social media. This book is an excellent resource for preparing students to transform their personal skills in social media into professional skills for success in the job market.
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Chapter One: Digitally Driving Student Engagement to Improve Pedagogical Outcomes

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Digitally Driving Student Engagement TO Improve Pedagogical Outcomes

GWYNETH HOWELL AND ROHAN MILLER

Marketing, advertising, and communication educators face unprecedented challenges as traditional lecture-tutorial methods are transitioned to incorporate or be supplanted by Web 2.0 technologies. A balance needs to be struck for student learning between interpersonal communication, engagement, and knowledge transfer using digital interfaces. Indeed, foresight and planning into the integration of digital and future learning practices should be developed in a manner superior to a university’s building plans as technology is clearly going to be the dominant driver in tertiary education (Guri-Rosenblit, 2010). Arguably, digital learning technologies and back-end infrastructure are already more important in student learning than physical campus structures.

Contemporary marketing, advertising, and communication practices are a perpetual work in progress, rapidly changing with the continuous innovation and introduction of new technologies. While Internet and social media are expected to increase over time, it is difficult to foresee an era when digital (or subsequent) technologies totally supplant face-to-face interaction in most consumer and business journeys. The use of technologies by industry may provide insight into the tertiary education journey that would be presented to students: many educational models would likely incorporate some face-to-face engagement supplemented with an array of digital tools.

However, the roadmap for the future of tertiary marketing, advertising, and communication education seems less conceptually and practically developed than in the “real world” students confront on graduation. So far, “cutting-edge” learning ← 3 | 4 → resources such as...

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