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PEER TEACHING IN DIGITAL MARKETING COURSES: A CONCEPTUAL FRAMEWORK

ABSTRACT The evolution of modern technologies in digital environments has led to a growing demand for marketing educators to stay innovative and prepare students to adapt to the challenges of today’s marketplace. In this article, we present a peer teaching approach, the jigsaw method, as an alternative instructional tool to be used in digital marketing courses as a means of creating more interactive and collaborative learning environments for students, while promoting the development of their meta-skills valued by practitioners. We provide reviews of the literatures on peer teaching and related concepts, followed by examples as to how peer teaching can be implemented in a digital marketing course. We conclude with implications, challenges, and directions for future research.