Abstract
Recent years have seen unprecedented possibilities for the use of different technologies to enhance learning in marketing courses. Given the rapid and widespread diffusion of these technologies, particularly within the demographic of the student population, it is pertinent to explore and examine how such technologies can benefit student learning. This article discusses and empirically evaluates students’ experiences of using Twitter as a tool to facilitate learning in marketing courses. Although Twitter’s unique characteristics were used to enhance and facilitate the learning of marketing concepts, the use of Twitter also helped illustrate marketers’ use of innovative technologies and, therefore, added valuable contemporary curriculum content. Using in-depth interviews, and a questionnaire to evaluate learning outcomes, this research concludes that students’ perceptions of using Twitter were largely positive, though some anticipated and unanticipated barriers emerged to incorporating Twitter into marketing courses. Recommendations for adopting Twitter into the marketing curriculum are made, and future areas for research are identified.