Document Type
Conference Proceeding
Publication Date
Spring 2-6-2024
Abstract
As the business world continues to evolve, the demand for skilled digital marketers is on the rise. In response to this industry need, educational institutions are tasked with developing innovative pedagogical approaches to equip students with the practical skills necessary for success in the digital marketing field. This paper presents a novel educational initiative implemented at a Midwestern university, where a mock digital ad agency class serves as a preparatory course for students entering an immersive digital marketing course as part of a digital marketing minor.
The mock digital ad agency class is designed to bridge the gap between theoretical knowledge and real-world application. Grounded in experiential learning principles, this preparatory module engages students in hands-on activities that mirror the challenges and dynamics of a professional digital marketing environment. Students work collaboratively to conceptualize, plan, and execute digital marketing campaigns for simulated clients, gaining practical experience with industry-standard tools and platforms.
Recommended Citation
Wilkey, C. A., Hostetter, A., & Wahlers, R. (2024). Bridging theory and practice: A mock digital ad agency approach to enhance student preparedness for immersive digital marketing education. The 2024 Association of Marketing Theory and Practice Proceedings, 26. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/26
