Flipped experiential learning in digital and social media marketing

Sibai, Olivier (2025) Flipped experiential learning in digital and social media marketing. In: Elkund, M.A. and Kenneth, G. (eds.) Flipped Classroom with Experiential and Community-Engaged Learning for Business Education. High-Impact Teaching Practices in Business Education 2. Edward Elgar Publishing. ISBN 9781035321612. (In Press)

Abstract

In the ever-expanding realm of digital and social media marketing, educators face a persistent challenge in bridging the theory-practice gap, because students struggle to understand the skills they need to learn. Drawing upon a four-year case study, the author introduces an innovative pedagogical model termed flipped experiential learning aimed at addressing this challenge. In this model, students engage in a structured learning journey through three recursive phases: pre-seminar study, where students are introduced to new knowledge, seminar study, where they apply the week’s knowledge to real-world cases, and post-seminar study, where they create new knowledge around their projects. This chapter not only unveils the pedagogical model but also outlines five areas demanding special attention for instructors adopting this approach: assessment structure, assessment specification, module website design, student engagement, and academic misconduct. Associated best practices and theoretical implications relevant to business education are discussed.

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