An Abstract on Evaluating the Use of Curated Digital Magazines in Marketing Courses: A Comparative Analysis

Abstract

The rapid growth of mobile technologies has given rise to the emergence of applications (apps) that facilitate the creation and dissemination of online content for educational purposes. Some of these applications allow marketing educators to curate digital magazines that can extend student learning beyond the classroom. The use of curated digital magazines can help students better understand class-related topics by providing them with instant access to recent business content across different platforms (e.g., smartphones, tablets, laptops, and desktop computers). Marketing educators can curate their magazines by selecting business articles that expand the knowledge acquired in the classroom or clarify important class topics.

Given the relevance for educators to embrace technology and find innovative ways to engage students with class content, this research explores the adoption of curated digital magazines in marketing courses and their effect on student learning. This paper evaluates the impact of curated digital magazines in marketing courses in a three-stage analysis. Study 1 focuses on understanding students’ attitudes, perceptions, and evaluations of the tool during the implementation phase. Study 2 evaluates the effect of curated digital magazines on students’ engagement, enjoyment, and learning relative to the use of traditional (paper-based) class materials. Following up on these findings, study 3 proposes and evaluates a model of the impact of instructional media on student learning by using structural equation modeling (SEM) analysis.

Overall, students responded positively to the adoption of the digital magazine in their classes. The use of curated digital magazines in marketing classes (a) sparked students’ curiosity and interest, (b) increased their engagement with class content, (c) provided a learning experience beyond the classroom, and (d) offered them an extended accessibility through different devices. Furthermore, the use of digital magazines increased students’ learning, engagement, and enjoyment relative to traditional (paper-based) class materials. Analyses for the third study, which evaluates a model of the impact of instructional media on student learning, are still in progress.

Curated digital magazines represent a novel way to increase students’ engagement with class content through a platform that is convenient, innovative, entertaining, and educational. For marketing educators, a curated digital magazine can facilitate their explanation of class concepts by connecting them to current events. As demonstrated by this research, app-based digital magazines have a positive impact on students’ enjoyment, engagement, and learning. Thus, marketing educators may benefit from implementing this tool in their classes.