The Matchmaking Activity: An Experiential Learning Exercise On Influencer Marketing for the Digital Marketing Classroom

Document Type

Article

Publication Date

8-1-2019

School

Marketing

Abstract

Influencer marketing is an emerging technological disruptor for marketing across a wide range of industries. This tactic allows companies to promote products in a more organic, trust-affirming manner compared with other forms of paid advertising. As the use of influencer marketing is rapidly growing, marketing educators have a unique opportunity to prepare students to perform this in-demand marketing skill. This article outlines a classroom exercise, called the Matchmaking Activity, which introduces the concept of influencer marketing, provides hands-on experience, and encourages critical thinking to solve a simulated marketing dilemma. The end goal is for students to gain confidence that can be applied to a real-world marketing environment. To assess the effectiveness of the Matchmaking Activity, the exercise was conducted with students in digital marketing classes. Based on findings from a post-activity reflection survey completed by students, the Matchmaking Activity results in the achievement of several desirable learning outcomes. Ideas for adapting this exercise for use in a variety of other marketing courses are also provided.

Publication Title

Journal of Marketing Education

Volume

41

Issue

2

First Page

141

Last Page

153

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