The Use and Value of Badges: Leveraging Salesforce Trailhead Badges for Marketing Technology Education

William Humphrey, Debbie Laverie, Caroline Muñoz

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

Recent calls to the academy challenge marketing educators to prepare new graduates for a complex, high-stakes marketing environment driven by technology. We explore the value of utilizing readily available marketing technology (martech) learning platforms as a means to stimulate preparedness for new careers or career advancement. Specifically, we explore the potential of using Salesforce Trailhead digital badges as a learning platform. We discuss how faculty can develop a Trailmix for their classes based on their specific learning outcomes. Next, we test the efficacy and student outcomes of using a marketing technology–focused digital badge learning platform.

Original languageEnglish
Pages (from-to)25-42
Number of pages18
JournalJournal of Marketing Education
Volume43
Issue number1
DOIs
StatePublished - Apr 2021

Keywords

  • badges
  • digital competence
  • digital marketing
  • marketing technology learning platforms
  • student learning outcomes

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