Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes influencing marketing practice. The authors describe the M-School program at Loyola Marymount University, a program developed to address this challenge by placing digital marketing at the center of the curriculum. Through experiential learning and project-based learning, M-School courses expose students to real-life challenges involving ways in which companies and organizations generate consumer awareness, demand, and value given the significant digital shifts taking place in technology and consumer behavior. The authors highlight the creation of a digital-first curriculum that is aligned with industry practice and helps students develop the skills needed to become future proof and real-world ready. Quantitative and qualitative assessment over a three-year period points to the success of the M-School program in preparing students for careers in marketing. Lessons for the development of marketing curricula include the role of new course development, the need to integrate digital within existing courses, the role of a project-based learning approach with measurable outcomes, and the potential for designing transdisciplinary courses to foster students’ creative, critical thinking, communication, and collaborative skills.

中文翻译：

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营销课程大修的时间：开发数字优先方法

学术课程和教育工作者面临着与数字营销教学相关的众多挑战。如今，行销世界已是数位化，行销计划已努力跟上影响行销实践的变化。作者介绍了Loyola Marymount大学的M-School计划，该计划旨在通过将数字营销置于课程的中心来解决这一挑战。通过体验式学习和基于项目的学习，M型学校课程使学生面临现实生活中的挑战，其中涉及技术和消费者行为发生重大数字变化的情况下，公司和组织如何产生消费者意识，需求和价值。作者着重介绍了数字优先课程的创建，该课程与行业实践保持一致，并帮助学生发展所需的技能，以成为面向未来的证明并为现实世界做好准备。在三年的时间内进行了定量和定性评估，这表明M-School计划成功地为学生做好了营销职业准备的准备。营销课程开发的课程包括新课程开发的作用，将数字课程整合到现有课程中的需要，基于项目的学习方法具有可衡量的成果的作用以及设计跨学科课程以培养学生的创造力的潜力，批判性思维，沟通和协作能力。在三年的时间内进行了定量和定性评估，这表明M-School计划成功地为学生做好了营销职业准备的准备。营销课程开发的课程包括新课程开发的作用，将数字课程整合到现有课程中的需要，基于项目的学习方法具有可衡量的成果的作用以及设计跨学科课程以培养学生的创造力的潜力，批判性思维，沟通和协作能力。在三年的时间内进行了定量和定性评估，这表明M-School计划成功地为学生做好了营销职业准备的准备。营销课程开发的课程包括新课程开发的作用，将数字课程整合到现有课程中的需要，基于项目的学习方法具有可衡量的成果的作用以及设计跨学科课程以培养学生的创造力的潜力，批判性思维，沟通和协作能力。