Using Blogs in the Marketing and Advertising Classroom: Exploratory Insights and Recommendations for Future Use

Abstract

The use of blogs in business and higher education is increasing, yet little is written about using blogs in marketing or advertising education. The authors review the literature about using blogs in higher education and explain their benefits and pedagogical importance for marketing, advertising, business and journalism/mass communications classes. An author's pedagogical experiences with using blogs in an e-Marketing course and with a study abroad program are described and the qualitative feedback from the student participants is reviewed. In general, students enjoyed their blogging experience, felt that they had improved their skills and recommended the tool's continued use. The authors' recommendations for using blogs in the marketing, advertising, business or journalism/ mass communications classroom and suggestions for further research are also presented.