Visualizing Macomarketing: StoryMaps for the Technology-Infused Classroom

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2024-08-22 DOI:10.1177/02761467241269939
Forrest Watson, Jacqueline M. Campbell
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Abstract

Incorporating technology into the classroom to facilitate learning outcomes is essential to preparing the next generation of macromarketers given the pedagogical importance of multiliteracies and digital storytelling. StoryMaps was the platform for a semester-long project of a global business course in which students created and presented a digital story of how a chosen company should be resilient in the face of changing and interconnected macro factors, as well as the societal and sustainability implications of its decisions. The quantitative and qualitative findings of the student outcomes are reported, including their learning about the complexity of multiple stakeholders and ethics and sustainability in business. The implications for how technology can be used to incorporate macromarketing into the business classroom are discussed.
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Macomarketing 可视化:科技课堂的故事地图
鉴于多元文化和数字故事教学的重要性,将技术融入课堂以促进学习成果对于培养下一代宏观营销人员至关重要。StoryMaps是全球商业课程中一个学期项目的平台,在这个项目中,学生们创建并展示了一个数字故事,讲述了所选公司在面对不断变化且相互关联的宏观因素时应如何保持弹性,以及其决策对社会和可持续发展的影响。报告对学生成果进行了定量和定性分析,包括他们对多个利益相关者的复杂性以及商业道德和可持续发展的认识。还讨论了如何利用技术将宏观营销纳入商业课堂的意义。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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