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
Date Written: 2012
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
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