A Social Media Campaign Application In A Marketing Field Experience Course

Most university students today use social media daily, are knowledgeable about a myriad of applications, and can navigate numerous platforms, such as Facebook and Twitter. Despite their affinity for social media, however, it is not clear whether or not they understand how social media can be used to create effective marketing strategies. This paper describes a social media assignment that was incorporated into a marketing field experience course for undergraduate students. The aim of the paper is to inspire other instructors who may wish to use social media campaigns in their marketing courses. The objective of the assignment was to teach the effective use of social media in marketing by allowing the students to engage in a real-time social media campaign with a major fashion marketer. Student testimonials indicate that this active learning approach successfully assisted our students in understanding the marketing potential of social media.