Using Linkedin in the Marketing Classroom: Exploratory Insights and Recommendations for Teaching Social Media/Networking

Abstract

With the rapid growth of social networking and media comes their consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (e.g., networking, self-marketing) and corporate/product branding (e.g., marketing communication). This paper addresses the use of LinkedIn (i.e., an online professional social network) in the marketing classroom as a means of developing these important skills, along with other supporting skills such as communication and creativity.