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Journal of Marketing Education

Special Issue Call for Papers:
Digital and Social Media Marketing in Business Education

Submission Deadline: November 1, 2014

The 21st century is experiencing a communications revolution, with social media changing the way consumers receive and use marketing messages. These changes in the traditional roles of consumers and companies have created the need for material that can both shape and contribute to the emerging and evolving digital and social media landscape. These same changes have also created innovative teaching and learning opportunities in our classrooms.

Over the past few years, the Journal of Marketing Education has published a variety of articles related to digital marketing. In particular, JME had considerable focus on digital in 2011. The year began with an article by Wymbs that proposed a radical redesign of the marketing curriculum with digital as the centerpiece. A special issue by Granitz and Pitt focused on teaching marketing with innovative technology and offered a wide variety of teaching-related articles. From data on student and instructor eagerness to learn and teach with digital technologies to using Twitter and YouTube as pedagogical tools, the 2011 JME special issue offered something for everyone.

Digital and social media marketing is a fast-moving phenomenon, and as marketing educators, we must stay abreast of the times. Not only are the tools changing constantly, the issues related to the tools are expanding equally rapidly. For example, real-time marketing, customer engagement, and evolutionary website design are at the forefront of business planning and are tied closely to digital and social media marketing. Thus, the overall objective of this special issue of the Journal of Marketing Education is to bring together scholarship that addresses how digital and social media marketing are intertwined in our classrooms and among our students. Manuscripts for this special issue on “Digital and Social Media Marketing in Business Education” are likely to follow one of the following four formats:

Pedagogical Tools

This format will focus upon how digital and social media tools are incorporated in the marketing and other business-related classrooms. Of particular interest will be pedagogical examples that are innovative and have sparked interest within the student population or with businesses or outside organizations that support student learning in an applied context.

Framework for Marketing Curriculum Content

This format is applicable for departments, programs, courses, etc. in which digital and social media issues provide an overall framework for guiding course and/or content development. Programmatic efforts to bring such issues to the forefront of educational planning are highly encouraged.

Research within a Student Population

This format embraces educational research projects that collect data from students with respect to a wide variety of digital and social media content.

Cross-Disciplinary Research

Manuscripts addressing any of the numerous topics are encouraged. While the focus of this issue will be on the marketing classroom and marketing students, we are open to submissions across all functional areas.

Potential contributors should feel free to contact the co-editors with any questions. All manuscripts will be judged on their scholarly merits and overall ability to advance the marketing and business education literature. Authors should follow the style guidelines of the Journal of Marketing Education found at: However, rather than submitting online via the JME editorial manager, all manuscript submissions should be sent electronically to both of the special issue co-editors (please note “JME Special Issue submission” in the subject line). The special issue co-editors are:

Prof. Victoria Crittenden, Babson College
vcrittenden@babson.edu

Prof. William Crittenden, Northeastern University
w.crittenden@neu.edu

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