AN INTEGRATED MODEL OF DIGITAL MARKETING CURRICULUM DESIGN

Abstract

ABSTRACT The purpose of this paper is to detail an exploratory case study which highlights a process to modernize an undergraduate marketing curriculum by incorporating aspects of digital marketing and analytics in all courses. In comparison to most other university models that offer, at best, one course in digital marketing, this paper details a blueprint to infuse all courses in the marketing curriculum with marketing theory, digital marketing technical skills, and experiential learning activities. Based on constructive alignment theory, and with assistance of the ADDIE Model (Analysis, Design, Development, Implementation and Evaluation), the University was able to involve all stakeholders before updating the curriculum and hire and train faculty in a speedy manner to meet market needs. All marketing courses were modernized to incorporate experiential components (e.g., simulations, client projects, etc.) that reinforce relevant marketing theories and specific technical skills. Results show that by integrating digital marketing activities in all courses, graduating seniors developed not only skills but the ability to apply them and a current perspective of digital marketing and analytics that has made it possible for them to enter a career in digital marketing post graduation.