Student Experiential Learning in Digital Marketing Education: A Participatory Action Research Approach

Abstract

Background: Digital marketing education now requires learning methods that go beyond classroom teaching. Students need real-life experience to connect theory with practice. Participatory Action Research (PAR) provides a collaborative approach where students can work directly with small and medium-sized enterprises (SMEs) and actively take part in solving real digital marketing problems. Objective: This study aims to show how experiential learning in digital marketing can be achieved through Participatory Action Research. It focuses on engaging undergraduate students in planning, implementing, reviewing, and improving digital marketing activities for SMEs. Methodology: The study used a Participatory Action Research (PAR) approach based on repeated cycles of planning, action, observation, and reflection. The main focus was a PAR-based digital marketing project carried out by undergraduate marketing students, lecturers, and industry partners in Sri Lanka. Students worked on real digital marketing projects, including branding and digital support for Inpa Pillayar Veg Restaurant, Mr. Perfect Salon, and Pathmasala Yoga Studio. They also participated in professional digital marketing training with the Asia Chartered Institute of Digital Marketing (ACIDM), managed the Pure Mind Facebook page to promote mental wellness, and took part in student-led advertising competitions to increase engagement on the University of Jaffna Department of Marketing’s social media page. Data were collected from project outputs, student reflection logs, observations, and digital performance measures such as reach, engagement, and content effectiveness. Key Findings: The study found that using PAR in digital marketing education led to several positive outcomes. First, SMEs showed clear improvements in their online visibility, content quality, and customer engagement. Second, students developed strong practical skills in content creation, social media strategy, data analysis, teamwork, and problem-solving. Third, collaboration between the university and industry partners became stronger. Students also gained greater confidence and were better prepared for professional work. Conclusion and Implications: The study concludes that Participatory Action Research is an effective teaching approach for experiential learning in digital marketing education. It successfully combines student learning with the digital development of SMEs through collaborative action. This approach offers a practical and repeatable model for educators and supports sustainable, research-based digital marketing solutions for small businesses.