Abstract:

Digitalization and technological rapid change are revolutionizing the marketing field, the related labor market and needed competencies. Based on the literature review, the adoption of new technologies have a great effect on the implementation of marketing. Thus, it can be stated that it also influences the work-related learning, such as internships in the higher education. The purpose of this study is to create a conceptual framework which describes the phenomenon. The framework consists of technology enhanced internship, community for educators and internship employers and processes and outcomes related to internship. A Model of Integrative Pedagogy (IP) is used as a frame to guide and understand work-integrated pedagogy.

For a research methodology, a design thinking methodology was chosen since it aims to involve participants from multiple disciplines. The design thinking process between theory, practice and experts draws insights that enhances new ideas. It integrates three major perspectives: first, the new digital marketing internship environment, second, the characteristics of a model of integrative pedagogy focused on concepts related to internships, and third, the characteristics of technology and tools that can help to change and improve the current practices.

As a result, the framework deepens our understanding of the current and new practices of the internship process. In order to optimize the learning outcomes and competences in the future, it is important to understand how current practices can be enhanced and managed in a new way. Another advantage of such framework is that it may direct the future technology investments, may create new capabilities and may reveal resources in both, educational and internship employers’, organizations.

Keywords:

Higher education, internships, technology enhanced learning, integrative pedagogy.