Transforming Social Media Marketing Education Through Competency-Based Learning: Integrating the 5E Framework for Enhanced Student Outcomes

Ashavaree Das (), Shreesha Mairaru () and Sanjay Kumar Tyagi
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Ashavaree Das: Higher Colleges of Technology, Department of Applied Media
Shreesha Mairaru: Higher Colleges of Technology, Department of Applied Media
Sanjay Kumar Tyagi: Higher Colleges of Technology, Department of General Studies

A chapter in Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), 2026, pp 299-307 from Springer

Abstract: Abstract Traditional lecture-and-exam approaches in social media marketing education fail to develop the practical, rapidly evolving competencies demanded by industry. This study explores the integration of Competency-Based Learning (CBL) with the 5E instructional model (Engage–Explore–Explain–Elaborate–Evaluate) to produce “day-one-ready” graduates. Using a multimethod qualitative design, we conducted semi-structured interviews with eight marketing faculty members, analyzed course documents (syllabi, rubrics, assignment briefs), and performed structured classroom observations across three undergraduate social media marketing courses. Findings reveal that the CBL-5E approach shifts the instructor role from “sage on the stage” to facilitator, replaces high-stakes exams with continuous authentic assessment (live client projects, real-time analytics challenges, crisis simulations), and significantly enhances student mastery of content creation, platform analytics, strategic planning, and reputation management. Students receive ongoing formative feedback through peer critiques and digital tools (Nearpod, Canva, Meta Business Suite), fostering both technical and soft skills. The study provides a replicable pedagogical framework and practical toolkit for marketing educators seeking to close the widely acknowledged academia–industry digital skills gap.

Keywords: Competency-Based Learning; 5E instructional model; social media marketing education; authentic assessment; digital skills gap; marketing pedagogy (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-608-1_18

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