Abstract
ABSTRACT Our world, and our workplace, has undergone a disruptive step change. It has transformed the way universities operate, what industry demands, how we teach and the way our students learn. That is why this special issue, and particularly this paper, takes three important steps to bring insight and innovation to marketing communication education. In our first step, we examine the impact of COVID on student learning. This leads us to where we are now and a visualization the experiential world of students, using a customer experience framework. The next step is to use this framework to reinvent the Biggs 3P Model into an integrated learning experience, showing student innovation, acceptance and adaption to change. This takes us to Step 3 and our agenda for research.
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