Lessons from teaching social media marketing mixed-sized cohorts split across several campuses

Galindo, Anna and Ryder, Mike (2024) Lessons from teaching social media marketing mixed-sized cohorts split across several campuses. In: Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium : Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit. Academy of Marketing, Cardiff University, pp. 64-65. ISBN 9781399990608

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Abstract

The internationalisation agenda has meant universities are increasingly seeking to find new ways to diversify their income streams (Mellors-Bourne et al., 2015; British Council, 2023). As such, many universities have expanded their campus networks to include countries right across the globe. We explore the challenge of delivering a social media marketing module across 2 campuses with mixed-size cohorts. We share findings and recommendations based on three years of working in this way.