engleski

Business Communication and Marketing Course Curriculum Design and Experiences

This paper presents experiences in teaching a graduate (master) level Business Communication and Marketing (BCM) course in University of Rijeka, Department of Informatics, over the last two years. The course uses a comprehensive teaching methodology that combines traditional and interactive lectures, hands-on assignments, workshops, online discussions and practical projects of planning and developing a marketing campaign for a new product or a blog. The course and its teaching methodology aim at students' in- depth learning and gaining theoretical and practical knowledge of the field, as well as skills needed to successfully communicate in real- life business situations and skills needed to successfully develop and implement a digital marketing strategy. The teaching methodology and course contents are presented in detail, as well as assessment results for the last two years and student evaluations of the course. Also, some challenges and lessons learned are discussed. The belief is that through this kind of course curriculum students will become adequately familiar with business communication and digital marketing topics and it will be easier for them to enter the labour market (e.g. write a CV, go through a job interview, participate in the business meetings, etc.) and to adapt to current trends in digital marketing (strategy, digital media, social media, digital user experience, SEO, ads, etc.). The main contributions of this paper are: a) detailed experience report, b) comprehensive teaching methodology, c) students’ assessment and evaluation report, and d) discussion of challenges and lessons learned.

Course experience, Curriculum, Methodology, Higher education, ICT education, Business communication, Digital marketing

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