Simulations or Client Projects? Aligning Social Media Skills Development to Industry Expectations

Abstract

Social media is rapidly growing and evolving from the introduction of new platforms to platform-specific innovations. The dynamic nature of social media makes it difficult for even practitioners to keep up; therefore, the gap between academia and industry continues to grow. This gap presents significant challenges for marketing educators to keep course content current so students are ready for the workforce. To identify which types of social media pedagogical assessments best meet industry needs and make recommendations for bridging this gap, this article uses a three-study approach consisting of content analysis of job descriptions, practitioner interviews, and student perceptions of two commonly used pedagogical assessments: simulations and client-based projects. Results show the critical need for social media meta-skills and technical skills, with client-based projects significantly improving meta-skill acquisition by undergraduate students compared with simulations alone. Practical implications for helping educators improve market-ready graduates for entry-level jobs with a social media component are discussed.

Synergistic competencies of business graduates for the digital age: directions for higher education

“…Supporting that business schools need to break their disciplinary shackles and collaborate across disciplines (Beech and Anseel, 2020), important contributions are made by sourcing inter-disciplinary business perspectives of students, educators and industry professionals. By examining the perspectives of educators, HE research is expanded to a more holistic understanding (Beachum and Krallman, 2024). Here, business education scholarship is re-calibrated through the articulation and alignment of concrete directions to foster the synergistic competencies of business graduates in the digital age.…”

Social Media Marketing: A Commentary on Teaching and Learning in a Dynamic Field

“…Rohm et al (2021) tested this approach by having industry representatives attend student presentations of their client’s social media plans. As shown by Beachum and Krallman (2023) in this issue of the Journal of Marketing Education , both industry hiring managers and students believe client plans are essential in the teaching and learning process.…”

“…By attending local meetings, marketing educators can facilitate industry partnerships. Fostering professional relationships can provide benefits such as feedback on course content, internships, full-time employment opportunities for graduates, and guest speakers (e.g., Beachum & Krallman, 2023; Rohm et al, 2021).…”