Teaching Students How to Integrate and Assess Social Networking Tools in Marketing Communications

Abstract

This research is based on two studies that focus on teaching students how to integrate and assess social networking tools in marketing communications. Study 1 examines how students in marketing classes utilize social networking tools and explores their attitudes regarding the use of such tools for marketing communications. Study 2 focuses on an assessment of an assignment in which students created blogs, promoted their blogs through social media, and monitored the performance of blog promotions using Web analytics tools. The assignment was well received by students. Most believed that the use of Web analytics tools enhanced their ability to utilize and evaluate social networking tools for marketing communications.