In the article “A Social Media Practicum: An Action-Learning Approach To Social Media Marketing and Analytics,” Catherine T. Atwong explains how to better understand the analyzation and use of social media marketing campaigns by explaining the curriculum, procedures, and results of a class on social-media marketing. This article was published in the Marketing Education Review, volume 25, no.1, which was released in the spring of 2015. It provides a good source for students researching social media and marketing, because it was recently published. Atwong directs her article towards university students and teachers looking to learn more about the benefits of learning or teaching the practice of marketing in social media. In her article, she argues that a class on social media and digital marketing is beneficial, because digital marketing is rapidly growing. She also argues that this class helps students prepare for future careers relating to social media.
Atwong was inspired to suggest the implementation of a social media practicum in school by campus newspapers. She believes that by managing online social media sites, “participants [in the class] acquire skills, knowledge and abilities with high retention rates…as a result of their immersion in the work experience.” The author recommends that students work in groups in order to create goals, implement plans, learn how to work with others, as well as learn many other skills. She claims that by following the procedures of this class, students will be more prepared for real world social media campaigns. The students are given minimal tools and guidelines with the idea that the teams will create their own ideas, content, and implementation strategies.
The article is very organized and easy to follow. The author starts by explaining how the practicum will help students and why it is important in today’s age. Atwong supports her ideas with examples of how the practicum helped students by providing key take-aways, tables, numerical facts, the impacts on the students, and the challenges that the students faced. The article ends with the author illustrating how the course could be changed to help it blend in with current marketing classes at colleges. She emphasizes that the adaptability of the class is important, because “the practicum offers a viable alternative to traditional team assignments.” It is also stated that another benefit of the class is that students can put their real world experience on resumes and talk about it in interviews with future employers. Through out the article, Atwong provides valid examples, key points, and tables to prove why the practicum is successful and should be implemented into schools to give students an upper edge in social media marketing.
Link to article: http://debdavis.pbworks.com/w/file/fetch/96898740/atwong%20–%20a%20social%20media%20practicum.pdf