Future Proof and Real-World Ready: The Role of Live Project-Based Learning in Students’ Skill Development

Abstract

The rapid pace of technological change taking place today makes it even more important for marketing educators to incorporate relevant technical and higher level meta-skills in their digital marketing courses. We review the pedagogical literature on skill development and project-based learning and detail two live course projects designed to help students develop technical skills related to digital marketing in addition to important meta-skills involving creativity, critical thinking, collaboration, and communication. We evaluate the impact of the projects through a direct and indirect assessment process. Findings suggest that live project–based learning can support the development of the technical and meta-skills necessary for students to adapt to uncertainty and ambiguity and become future proof and real-world ready as they enter the workforce. We discuss the benefits and challenges associated with moving digital marketing education from conceptual to real-life projects and highlight pedagogical recommendations for educators who want to integrate live project-based learning into their courses.

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