Abstract
With increased of adoption of e-learning in higher education (both teacher initiated and institutionally mandated), the ways in which academic work is conducted and academic identities developed and sustained are undergoing change. In this paper we explore online marketing education from the perspective of teaching expertise; how this expertise is changing in an online environment and what impacts these changes may have on teacher identity. Drawing on a diverse range of literature encompassing identity, expertise and online learning, as well as our own experience as marketing educators we highlight three aspects of expertise that contribute to a refashioning of teaching expertise in an online environment. These are (1) curating subject content, (2) designing assessment for co-creation of knowledge, and (3) creating teacher presence online. Each of these can potentially involve shifting academic identities as provide opportunities for new and creative ways to engage in marketing education. Brief descriptions of how they may be enacted in a marketing education context are provided.
Original language | English |
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Title of host publication | Marketing Relevance |
Editors | A.M. Doherty |
Place of Publication | Cardiff |
Publisher | University of South Wales |
Pages | 1-7 |
Number of pages | 7 |
ISBN (Electronic) | 9781909838000 |
Publication status | Published - 2013 |
Event | Academy of Marketing Conference - Cardiff, United Kingdom Duration: 08 Jul 2013 → 11 Jul 2013 |
Conference
Conference | Academy of Marketing Conference |
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Country/Territory | United Kingdom |
Period | 08/07/13 → 11/07/13 |