New research from the University of Alabama at Birmingham's Collat School of Business is revealing how college students grasp social media marketing concepts, and what industry leaders are looking for when they enter the workforce.
Teaching social media marketing presents unique challenges, according to lead author Nicole Beachum, Ph.D., assistant professor in the UAB Department of Marketing, Industrial Distribution and Economics. The field is ever-changing, demanding professors to keep pace with evolving platforms, algorithms and tools. Balancing class preparation, research and other job responsibilities adds to the complexity of effective teaching in this dynamic domain.
One challenge, Beachum says, is that social media courses may require frequent material updates each semester.
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