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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS 


Experiential Learning Theory in Digital Marketing Communication: Application and Outcomes of the Applied Marketing & Media Education Norm (AMEN)


Author(s): Melanie B. Richards, Stephen W. Marshall

Citation: Melanie B. Richards, Stephen W. Marshall, (2019) "Experiential Learning Theory in Digital Marketing Communication: Application and Outcomes of the Applied Marketing & Media Education Norm (AMEN)," Journal of Marketing Development and Competitiveness, Vol. 13, Iss. 1,  pp. 86-98

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Industry trades report the digital marketing skills gap continues to widen. In response to this need, Experiential Learning Theory (ELT) and a partnership with a leader in marketing technology was applied to create the Applied Marketing & Media Education Norm (AMEN). AMEN provides a model matching the employment needs of the digital marketing space while creating a means for academic programs to remain current with technology. AMEN also offers unique advantages when it comes to bridging theory-based and skills-based education models through applied projects and software certifications. This produces positive outcomes for the students, faculty, department, university, and industry.