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A Decade of Adaptation: Integrating Experiential Learning Theory (ELT) into a Successful Digital Advertising Curriculum

Lee Ahern

Journal of Advertising Education2026https://doi.org/10.1177/10980482261431243article
AJG 1ABDC C
Weight
0.50

What the paper says

Over the past decade, the Bellisario College at Penn State has built up a minor in digital media advertising and analytics that has become the most popular minor at the university, with 540 enrolled students and counting. This case study, from the developer and director of the minor, provides a point of reference for other advertising, marketing, or communications programs looking to enhance their digital course offerings. The sequence of courses is summarized, with a particular focus on the experiential capstone class—Digital Campaigns. Experiential learning is critical for the successful teaching of applied skills, and the evolution of the Digital Campaigns course provides a roadmap for navigating digital advertising teaching tools, platforms, and other resources. Program success metrics are summarized; limitations and future implications discussed.

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https://doi.org/https://doi.org/10.1177/10980482261431243

Or copy a formatted citation

@article{lee2026,
  title        = {{A Decade of Adaptation: Integrating Experiential Learning Theory (ELT) into a Successful Digital Advertising Curriculum}},
  author       = {Lee Ahern},
  journal      = {Journal of Advertising Education},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/10980482261431243},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.