An Integrated Model of Digital Marketing Curriculum Design

Digital Marketing and Analytics Education: A Systematic Review

“…There were three papers that placed about equal weights on more than one category (Y. Kim, 2019; Spiller & Tuten, 2015; Zahay et al, 2022), but all the remaining papers had prominent focus on one topic as other topics did not even appear in the paper’s title, abstract, and/or keywords. For those three papers, we categorized them into multiple topic areas to which they belong.…”

“…Yet, in the literature examining concepts related to "career-readiness" (e.g., Ye et al, 2017), concerns still exist that marketing education is not adequately preparing students for their jobs. The theorypractice gap can be partly attributed to the fact that digital/ social media marketing and marketing analytics are often treated as two separate tracks when a more integrated approach should be considered in the marketing curriculum (see Zahay et al, 2022). By conducting a review of pedagogical research on digital/social media marketing and marketing analytics education combined, this article provides an overview of the current state of marketing education in these emerging fields and examines how the topic areas are incorporated into marketing curricula in higher education.…”

“…Scholars have started to acknowledge the importance of developing a marketing curriculum that integrates digital/social media marketing and analytics in marketing courses (Langan et al, 2019; Zahay et al, 2022). For example, case studies have been used to demonstrate how to integrate a theme of digital marketing (Rohm et al, 2019) or analytics (Y.…”

“…For example, case studies have been used to demonstrate how to integrate a theme of digital marketing (Rohm et al, 2019) or analytics (Y. Liu & Levin, 2018) or both (Langan et al, 2019; Zahay et al, 2022) throughout an entire marketing curriculum. New course designs such as social media marketing analytics have also been suggested as an effective approach for integration (e.g., Y.…”

“…Second, despite the interconnected nature of digital/social media marketing and analytics, the two fields are mostly treated as two separate topics in the marketing curriculum. Recent research advocates for an integrated perspective (Langan et al, 2019; Spiller & Tuten, 2015; Zahay et al, 2022), but specific and practical guidelines are still warranted. By conducting a systematic literature review of both fields, our paper can yield insights on how digital/social media marketing and marketing analytics topics can be integrated effectively into a marketing curriculum by identifying frequently implemented, overlapping, or missing content in current course offerings.…”