TY - JOUR
T1 - The Use and Value of Badges
T2 - Leveraging Salesforce Trailhead Badges for Marketing Technology Education
AU - Humphrey, William
AU - Laverie, Debbie
AU - Muñoz, Caroline
N1 - Publisher Copyright:
© The Author(s) 2020.
PY - 2021/4
Y1 - 2021/4
N2 - 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.
AB - 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.
KW - badges
KW - digital competence
KW - digital marketing
KW - marketing technology learning platforms
KW - student learning outcomes
UR - http://www.scopus.com/inward/record.url?scp=85082422173&partnerID=8YFLogxK
U2 - 10.1177/0273475320912319
DO - 10.1177/0273475320912319
M3 - Article
AN - SCOPUS:85082422173
SN - 0273-4753
VL - 43
SP - 25
EP - 42
JO - Journal of Marketing Education
JF - Journal of Marketing Education
IS - 1
ER -