Flipped Experiential Learning in Digital and Social Media Marketing

In the ever-expanding realm of digital and social media marketing, educators face the persistent challenge of bridging the theory-practice gap because students struggle to understand the skills they need to learn. Drawing upon a four-year case study, the author introduces an innovative pedagogical model termed flipped experiential learning to address this challenge. In this model, students engage in a structured learning journey through three recursive phases: pre-seminar study, where students are introduced to new knowledge; seminar study, where they apply the week’s knowledge to real-world cases; and post-seminar study, where they create new knowledge around their projects. This chapter not only unveils the pedagogical model but also outlines five areas demanding special attention for instructors adopting this approach: assessment structure, assessment specification, module website design, student engagement, and academic misconduct. Associated best practices and theoretical implications relevant to business education are discussed.