To Digital Literacy and (Media) Education in Context of Marketing Profesionals´ Preparation
To Digital Literacy and (Media) Education in Context of Marketing Profesionals´ Preparation

Summary/Abstract: The author based her paper on the digital transformation of marketing practice and in relation to it,she points out to the need for adequate preparation of marketing professionals. In this context, she identifies the necessity of digital (digital and media) literacy, which can be formed within education (also at universities). In the wider context of media literacy, she emphasizes exceeding required digital competences in terms of „know-how“ with digital technologies in marketing. In addition to their technical dimension and purely instrumental understanding as a mere marketing tool,she emphasizes the need for a critical aspect of digital literacy that is open to ethical,resp. ethical and social perspective, as well as the need for ethical literacy, which refers to the claim of ethical decision-making and behavior of marketing professionals. From this perspective, media and ethical education can be, according to the author, mutually interlinked. Furthermore, the author points out that education, respectively, teaching and learning about digital media should be, in the preparation of marketing professionals, tied to professional, specialized authentic tasks. However, these should not be just experiential method, practicism and purely productively-based teaching and learning strategies. In her opinion, a contribution is a multi-strategic, resp. a pluralistic approach (within the methods themselves) in which complementary , receptive and productive teaching and learning would be applied. This should include both practical and reflective-interpretive and evaluative teaching and learning about digital media in a humanistic perspective.

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