Equipping Future Marketers to Meet the Emerging Demand for Video Communications

Business Education Innovation Journal, 4(2), 14-18 (2012)

13 Pages Posted: 26 Oct 2016

See all articles by Katherine Taken Smith

Katherine Taken Smith

Texas A&M University-Corpus Christi-College of Business

Date Written: 2012

Abstract

The use of video in commerce is on the rise. There is good reason to believe that today’s students will encounter a task involving the application of an online video at some point in their career. Even though this Millennial generation is more technologically savvy, the average student does not have experience in creating a video that will engage the viewer while also conveying pertinent information. This paper describes a video assignment in which teams are required to create a 10-minute video that demonstrates the application of a concept from the course material. The video assignment may: (a) help equip students for using digital marketing strategies that require the use of video, and (b) provide an active learning exercise in which students can be creative while applying marketing concepts to business situations. Positive side effects of the assignment may include enhanced learning and improved student engagement.

Keywords: Digital marketing communications, Information technology, Oral communication, Student video assignment, Active learning exercise

Suggested Citation

Smith, Katherine Taken, Equipping Future Marketers to Meet the Emerging Demand for Video Communications (2012). Business Education Innovation Journal, 4(2), 14-18 (2012), Available at SSRN: https://ssrn.com/abstract=2859158

Katherine Taken Smith (Contact Author)

Texas A&M University-Corpus Christi-College of Business ( email )

6300 Ocean Drive
Corpus Christi, TX 78412
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
25
Abstract Views
191
PlumX Metrics