Abstract
Business schools that have been slow to embrace digital education have limited resources for instructors who want to experiment with online teaching. This paper follows the process in which a marketing instructor turns to former students to assist with the challenges of online content delivery inside of a business school that has not yet created any infrastructure to support the effort. It provides an overview of the course, online course implementation details, overall insights and finding, and steps for other instructors to follow in developing and delivering high-quality online education. While this instructor was primarily focused with online content delivery, he unexpectedly discovers that online education offers increased participation in a digital medium that today’s students feel more comfortable with than the confines of a traditional classroom setting.
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© 2018 Academy of Marketing Science
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Bergman, B. (2018). How to Design an Online Digital Marketing Course that Helps Improve Student Participation. In: Krey, N., Rossi, P. (eds) Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces. AMSAC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-99181-8_61
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DOI: https://doi.org/10.1007/978-3-319-99181-8_61
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