JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Brand Yourself on YouTube: The Design, Execution, and Reflection of a Three-Fold Experiential Exercise
Author(s): Jun Myers
Citation: Jun Myers, (2017)"Brand Yourself on YouTube: The Design, Execution, and Reflection of a Three-Fold Experiential Exercise," Journal of Marketing Development and Competitiveness Vol. 11, Iss. 1, pp. 11-18
Article Type: Research paper
Publisher: North American Business Press
To incorporate social media in the marketing curriculum, this article presents a three-fold experiential exercise in an upper division e-marketing class. Students were required to independently design, execute, and reflect upon a self-branding video project on YouTube. Survey results suggest that incorporating all three elements (strategic planning, execution, and reflection) in one single project, helped students to gain insight of the strategic and executional challenges in social media marketing, built students’ confidence in learning new message production skills, and catalyzed students’ interest in trying out social media tools to engage target audiences.