THE DIGITAL NECESSITY IN MARKETING EDUCATION TO THE MILLENNIAL GENERATION
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https://doi.org/10.26809/joa.4.022Keywords:
digital technology, marketing education, social media, classroom management, millennial generationAbstract
Higher education institutions nowadays approach important technological challenges that consequently change the students’ entire educational world. Universities together with marketing educators are exploring how new digital technologies could be applied as an effective pedagogical tool. This article contributes to the marketing education community in the field of digital necessity for millennial scholars. A broad understanding of students’ perceptions and experiences of social media in marketing education is significant for both educational results and student engagements. Adopting such a focus, further reviews represent what students gain from these pedagogical applications and how it will improve their future marketing involvement.
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References
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ANDEVSKI, M., and VUČKOVIĆ, Ž., 2012, Daroviti u diskursu digitalnog optimizma i nihilizma. In G. Gojkov & A. Stojanović (Eds.), Darovitost i moralnost (pp. 91-102). Vršac, Arad, Bitolj, Ptuj: Visoka škola strukovnih studija za obrazovanje vaspitača. http://www.uskolavrsac.edu.rs/Novi%20sajt%202010/Dokumenta/Izdanja/17%20Okrugli%20sto/08%20Andevski,%20Vuckovic.pdf (Date Accessed 11 November 2019).
AVILES, M., and EASTMAN, J., 2012, Utilizing technology effectively to improve Millennials’ educational performance: An exploratory look at business students’ perceptions, Journal of International Education in Business, 5, 96-113.
BROCATO, E.D., WHITE, N.J., BARTKUS, K., and BROCATO, A.A., 2015, Social media and marketing education: a review of current practices in curriculum development, Journal of Marketing Education, 37 (2), 76-87.
CORRIN, L., 2014, Examining digital natives: An investigation of university students’ engagement with technology (Doctoral dissertation). University of Wollongong, New South Wales, Australia.
CREWS, T.B., and STITT-GHODES, W.L., 2012., Incorporating Facebook and Twitter in a service-learning project in a business communication course, Business Communication Quarterly, 75 (1), 76-79.
DOWD-HIGGINS, C., 2013., How to play together in the multigenerational sandbox at work. Huffington Post.
DUFFETT, R. G., and WAKEHAM, M., 2016, Social media marketing communications effect on attitudes among millenials in South Africa, The African Journal of Information Systems, 8 (3) , Article 2.
DUFFY, K., and NEY, J., 2015, Exploring the divides among students, educators, and practitioners in the use of digital media as a pedagogical tool, Journal of Marketing Education, 37 (2), 104-113.
GIKAS, J., and GRANT, M.M., 2013, Mobile computing devices in higher education: Student perspectives on learning with cell-phones, smartphones & social media, Internet and Higher Education, 19, 18-26.
GLASS, A., (2007), Understanding generational differences for competitive success. Industrial and Commercial Training, 39 (2), 98–103.
HARGITTAI, E., and LITT, E., 2011, The tweet smell of celebrity success: Explaining variation in Twitter adoption among a diverse group of young adults, New Media & Society, 13, 824-842.
IQBAL, S., 2016, Insights of school head about marketing education services through digital media, Journal of Education and Educational Development, 3, (1), 52-73.
JENKINS, J., 2007, Leading the four generations at work, (online), from http://www.amanet.org/movingahead/editorial.cfm?Ed=452 (Date Accessed: 4 November 2018).
JOHNSTON, W. B., and PACKER, A. H. (1987), Workforce 2000: Work and workers for the twenty-first century. Indianapolis, IN: Hudson Institute, Inc. Judy, R. W., & D’Amico, C. (1997). Workforce 2020: Work and workers in the 21st century. Indianapolis, IN: Hudson Institute, Inc.
JUNCO, R., HEIBERGER, G., and LOKEN, E., 2011, The effect of Twitter on college student engagement and grades, Journal of Computer Assisted Learning, 27, 119-132.
KPLAN, A.M., and HAENLEIN, M., 2010, Users of the world, unite! The challenge and opportunities of social media, Business Horizons, 53, 50-63.
KERSTEN, D., 2002, Today’s generations face new communication gaps, from http://www.kcnawic.org/uploads/4/4/7/2/4472081/04-15-2014.pdf, (Date Accessed 11 January, 2019).
KILIAN, T., HENNINGS, N., and LANGNER, S., 2012, Do millennials read books or blogs? A media usage typology, Journal of Consumer Marketing, 29, 114-124.
KRASULJA, N., RADOJEVIĆ, I., VASILJEVIĆ-BLAGOJEVIĆ, M., and JANJUŠIĆ, D., 2015, Multigeneracijska radna snaga - prednost ili nedostatak za suvremene organizacije. Praktični menadžment, 2, 60-66.
KRATZ, H., 2013, Maximizing millennials: The who, how, and why of managing Gen Y. MBA@UNC Blog. https://onlinemba.unc.edu/blog/geny-in-the-workplace (Date Accessed 21 February, 2019)
MAMULA T., RADOJEVIC I., and SLIJEPCEVIC M., 2016, Innovation, Competitiveness and Sustainable Development conference; ICSD 2016, Faculty of Management, Metropolitan University, Belgrade
MISHRA, S., 2011, Consumers’ response towards marketing through social networking sites in India, International Journal of Indian Culture and Business Management, 4 (4), 436-452.
MURPHY, S., 2007, Leading a Multigenerational Workforce, Washington, D.C.: AARP.
NEIER, S., and ZAYER, L. T., 2015, Students’ perceptions and experiences of social media in higher education, Journal of Marketing Education, 37 (3), 133-143.
OWENS, J.D., and PRICE, L., 2010, Is e-learning replacing the traditional lecture? Education + Training, 51, 353-369.
PHILLIP, T.M., and GARCIA, A.D., 2013, The importance of still teaching the iGeneration: New technologies and the centrality of pedagogy, Harvard Educational Review, 83 (2), 300-319.
PRENSKY, M., 2001, Digital natives, digital immigrants, On the Horizon, 9 (5).
RADOJEVIC I., KRASULJA N., and VASILJEVIC-BLAGOJEVIC M., 2014, The expectations from studies among members of millennial generation. Proceedings. Vol. 2. Belgrade: Faculty of Business Studies and Law; Faculty for Strategic and Operational Management, 793-799.
REYNOLDS, E., 2008, Ask Gen Y Survey, Available from http://www.askgeny.co.uk. (Date Accessed 11 January 2019).
RIZVI, S.A.A., 2011, The uniqueness of educational marketing, Educational Quest-An International Journal of Education and Applied Social Sciences, 2 (2), 197-201.
RINALDO, S., LAVERIE, D.A., TAPP, S., and HUMPREY, W., 2013, The benefits of social media in marketing education: Evaluating Twitter as a form of cognitive flexibility hypertext, Journal for Advancement of Marketing Education, 21, 16-26.
SAGO, B., 2010, The Influence of Social Media Message Sources on Millennial Generation Consumers, International Journal of Integrated Marketing Communications, 2 (2), 7-18.
SHALTONI, A. M., 2016, E-marketing education in transition: An analysis of international courses and programs, The International Journal of Management Education, 14, 212-218.
STRAUSS, J., and FROST, R., 2014, E-marketing, Boston: Prentice Hall.
TAPSCOTT, D., 1999, Growing up digital: The rise of the net generation, New York: McGraw – Hill.
TAYLOR, S.A., HUNTER, G.L., MELTON, H., and GOODWIN, S.A., 2011, Student engagement and marketing classes, Journal of Marketing Education, 33 (1), 73-92.
TUTEN, T., and MARKS, M., 2012, The adoption of social media as educational technology among marketing educators, Marketing Education Review, 22 (3), 201-214.
VALCOUR, M., 2013, Hitting the intergenerational sweet spot. HBR Blog Network. http://blogs.hbr.org/2013/05/hitting-theintergenerational, (Date Accessed 11 January 2019)
VEEN, W., 2006, Homo zappiens: Growing up in a digital age. London: Network Continuum Education.
WILLIAMS, D.L., CRITTENDEN, V.L., KEO, T., and McCARTY, P., 2012, The use of social media: An exploratory study of usage among digital natives, Journal of Public Affairs, 12 (2), 127-136.
ZULA, K., YARRISH, K.K., & PAWELZIK, W., 2011, An analysis of the differences between student age and social networking utilization within a school of business, American Journal of Business Education, 9, 37-42.
Internet sources:
http://www.statista.com, (Date Accessed 15 April 2019).
http://www.huffingtonpost.com/carolinedowdhiggins/how-to-play-together-int_b_2989568.html (Date Accessed 11 January 2019).
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Published
2019-08-07
How to Cite
POPOVIC SEVIC, N., & SLIJEPCEVIC, M. (2019). THE DIGITAL NECESSITY IN MARKETING EDUCATION TO THE MILLENNIAL GENERATION. JOURNAL OF AWARENESS, 4(3), 293–304. https://doi.org/10.26809/joa.4.022
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