Bridging the gap between academia and industry: a social media case study

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The social media operating environment is every changing, as such it is difficult for students to develop up to date theoretical knowledge and practitioner skills. Through a Management Knowledge Transfer Project (mKTP) with a new social media start-up company, a team of academics were able to create a real-time case study, offering business and marketing students tailored workshops and weekly interactions with industry, contributing to the development of the social media service. The academics followed the Theory – Application- Implication (TAI) framework.
Original languageEnglish
Title of host publicationProceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, University of Birmingham
EditorsF. Kerrigan
PublisherAcademy of Marketing
ISBN (Electronic)9781399958042
Publication statusPublished - 2023
Event2023 Academy of Marketing Conference - University of Birmingham, Birmingham, United Kingdom
Duration: 3 Jul 20236 Jul 2023


Conference2023 Academy of Marketing Conference
Country/TerritoryUnited Kingdom
Internet address


  • social media pedagogy
  • practitioner skills
  • theoretical learning
  • case study
  • workshop design
  • module design


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