Document Type

Conference Proceeding

Publication Date

Spring 2025

Abstract

In response to the evolving business landscape's demand for skilled sales professionals, university-level marketing and sales programs are adapting their teaching methodologies. This paper explores a case study from a Midwestern university where a sales technology course was redesigned to integrate digital marketing and social selling strategies. By merging these disciplines, the course aims to equip students with comprehensive skills in marketing technology and sales. The study evaluates the impact of this integration on student comprehension and readiness for the sales profession, offering insights for educators and curriculum developers. Grounded in Merriam's framework for case study research, the methodology employed mixed methods to gather qualitative and quantitative data, including student interviews and document analysis. Results indicate significant student engagement and preparation for sales careers, highlighting the course's effectiveness in aligning education with industry demands.

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