Marketing Education through PBL: A Case of Social Media Influencer Marketing

Abstract

Project-based learning (PBL) has been widely implemented in higher education under various disciplines. In this study, sophomore-year marketing students’ perception of PBL-based course outcomes was analyzed to explore implications of PBL for better student learning and marketing education practices. Data were collected through students’ written narratives at the end of the semester. The results suggest that the PBL methodology significantly increases student motivation and engagement, along with the successful application of learned skills in building social media influencer brands. However, teamwork and participation with group mates were found to be significant challenges for students. Recommendations for future work and practical implications are proposed in this article.

Keywords

• PBL
• social media
• marketing
• education