Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.
Recommended Citation
Makama, C. A. (2024). Enhancing global learning: knowledge acquisition and organizational practices in internationalization. The 2024 Association of Marketing Theory and Practice Proceedings, 8. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/8
