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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Experiential Learning Theory in Digital Marketing Communication: Application and Outcomes of the Applied Marketing & Media Education Norm (AMEN)
Author(s): Melanie B. Richards, Stephen W. Marshall
Citation: Melanie B. Richards, Stephen W. Marshall, (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, Vol. 13, Iss. 1, pp. 86-98
Article Type: Research paper
Publisher: North American Business Press
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.
