Teaching Digital Marketing: A Malaysian University Perspective

Amiruddin Ahamat () and Jing Ai Pang ()
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Amiruddin Ahamat: Universiti Teknikal Malaysia Melaka (UTeM)
Jing Ai Pang: PPS Global Network Sdn Bhd

Chapter 5 in Technology and Entrepreneurship Education, 2022, pp 105-129 from Springer

Abstract: Abstract Universities and colleges are faced with the duty of responding to changes in the future employment market by adjusting their teaching modules or curriculum to meet the various demands. Students will obtain skills, information, and abilities that are relevant to contemporary market needs as a result of these improvements in the teaching module. In every area, such as digital advertising, digital marketing, and e-commerce, the new digital trend is moving toward a concentration on digital capabilities. This has an impact on the future employment market and increases the demand for new skills. With the increasing trend toward digitalization, graduates must equip themselves with the most up-to-date skill sets in order to meet future job market demands. The purpose of this research is to determine the factors that influence teaching delivery effectiveness in the Digital Marketing subject, to investigate the effects of studying digital marketing, and to determine the relationship between teaching delivery effectiveness and the factors that influence teaching delivery effectiveness in digital marketing. The research uses a quantitative methodology and is best suited for studies that require a high number of respondents during data collection, such as hypothesis testing. The findings reveal that student characteristics have little bearing on the efficiency of digital marketing training in the classroom. Other aspects that influence the success of the teaching delivery of the digital marketing course include teaching style, teaching model, and classroom climate. This study’s contribution allows university coordinators to collaborate directly with professional agencies by incorporating a digital marketing certification program within the course syllabus to improve students’ abilities.

Keywords: Digital marketing; Market needs; Malaysian University; Knowledge; e-commerce (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-84292-5_5

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