The rapid pace of technological change taking place today makes it even more important for marketing educators to incorporate relevant technical and higher level meta-skills in their digital marketing courses. We review the pedagogical literature on skill development and project-based learning and detail two live course projects designed to help students develop technical skills related to digital marketing in addition to important meta-skills involving creativity, critical thinking, collaboration, and communication. We evaluate the impact of the projects through a direct and indirect assessment process. Findings suggest that live project–based learning can support the development of the technical and meta-skills necessary for students to adapt to uncertainty and ambiguity and become future proof and real-world ready as they enter the workforce. We discuss the benefits and challenges associated with moving digital marketing education from conceptual to real-life projects and highlight pedagogical recommendations for educators who want to integrate live project-based learning into their courses.

如今，技术变革日新月异，对于营销教育者而言，将相关的技术和更高水平的元技能纳入其数字营销课程显得尤为重要。我们回顾了有关技能开发和基于项目的学习的教学文献，并详细介绍了两个实时课程项目，旨在帮助学生开发与数字营销相关的技术技能，以及涉及创造力，批判性思维，协作和沟通的重要元技能。我们通过直接和间接评估过程评估项目的影响。研究结果表明，基于项目的现场学习可以支持必要的技术和元技能的发展，使学生适应不确定性和歧义，并在进入工作岗位时成为面向未来的证明和现实世界的准备。