Online marketing education and the refashioning of teaching expertise

Catherine McMullen, Ian Braithwaite

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    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 languageEnglish
    Title of host publicationMarketing Relevance
    EditorsA.M. Doherty
    Place of PublicationCardiff
    PublisherUniversity of South Wales
    Pages1-7
    Number of pages7
    ISBN (Electronic)9781909838000
    Publication statusPublished - 2013
    EventAcademy of Marketing Conference - Cardiff, United Kingdom
    Duration: 08 Jul 201311 Jul 2013

    Conference

    ConferenceAcademy of Marketing Conference
    Country/TerritoryUnited Kingdom
    Period08/07/1311/07/13

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