Ivory Tower or Real World: Do Educators and Practitioners See the Same World?

Aistrich, Matti; Saghafi, Massoud M.; Sciglimpaglia, Don

doi:10.1080/10528008.2006.11488975

Cited by 24 publications

(27 citation statements)

References 16 publications

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“…Some at the college suspected that SMM was a fad, but discussions with employers who visited campus and informal surveys of what students with marketing internships had been assigned to work on the previous summer suggested a strong interest in SMM by employers and students. Some differences in the perception of professors and executives concerning what is important for marketing students to study has been observed in the past (Aistrich, Saghafi, and Sciglimpaglia 2006), but preparation for success as marketing practitioners has been established as a primary aim of marketing education (Wellman 2010).…”

Section: Community-sourcing a Grant Proposal For A New Coursementioning

confidence: 99%

Community-Sourcing a New Marketing Course: Collaboration in Social Media

Schirr

2013

Marketing Education Review

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This paper shows the value of an online personal learning network or community in educational innovation. It shows how theories and best practices from service and product innovation, as well the theories of learning communities, were applied using social media to facilitate the grant proposal and course development processes for a new course in social media marketing. The innovation theory and practices discussed, and the example of their application in a higher-education environment, will help guide educators to (1) create learning networks and communities and to (2) use those communities to innovate in their curriculum and classrooms.

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Section: Community-sourcing a Grant Proposal For A New Coursementioning

confidence: 99%

Community-Sourcing a New Marketing Course: Collaboration in Social Media

Schirr

2013

Marketing Education Review

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“…In addition, this project's use of a hands-on application of classroom concepts provides the benefits associated with active, experiential learning that are well documented in this journal (e.g., Lindsey and Neeley 2010;Love, Stone, and Wilton 2011). Of particular interest to hiring managers is that this project answers the call for today's business students to possess a greater degree of relevant knowledge and experience currently in high demand in marketing (Aistrich, Saghafi, and Sciglimpaglia 2006) and for them to be technologically prepared upon graduation (Marshall and Michaels 2001). This project helps students to gain these needed skills by enabling them to apply social media engagement strategies that are currently in great demand (Reinan 2011).…”

Section: Problem Statementmentioning

confidence: 96%

The Klout Challenge: Preparing your Students for Social Media Marketing

Bacile

2013

Marketing Education Review

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“…What they often encounter instead are students in senior-level courses that are open to receiving new knowledge without bringing sufficient know-how from prerequisite courses to the learning environment. Increased scrutiny of this matter has resulted in many business schools looking at how to ensure that students graduate with a sufficient body of knowledge (Aistrich, Saghafi, and Sciglimpaglia 2006;Chonko 2004;Nicholson, Barnett, and Dascher 2005;Pharr and Morris 1997;Stern and Tseng 2002;Wellman 2010).…”

mentioning

confidence: 99%