La docencia en marketing digital en educación superior: una revisión sistemática

Alba López Bolás; Nuria Puente Domínguez; Rocío Gutiérrez Díaz

doi:10.31921/doxacom.n40a2026

Authors

Alba López Bolás International University of La Rioja (UNIR), Spain https://orcid.org/0000-0002-3885-4007
Nuria Puente Domínguez International University of La Rioja (UNIR), Spain https://orcid.org/0000-0003-0483-2691
Rocío Gutiérrez Díaz International University of La Rioja (UNIR), Spain https://orcid.org/0000-0002-8432-9502

DOI:

https://doi.org/10.31921/doxacom.n40a2026

Keywords:

Digital marketing, university, teaching methodology, university teaching, systematic review

Abstract

This article explores the research related to digital marketing education. It also aims to identify future lines of study in order to expand the theoretical and practical knowledge in this area. Specifically, 19 articles published in the Web of Science and Scopus databases have been selected for analysis. The authors have not observed any connection between these publications. Moreover, the articles mainly focus on isolated tests at various educational institutions related to the use of tools in the classroom, and to simulations with companies to improve students’ experience, skills, and employability. The results indicate the need for further research regarding ways to train professors in how to use practical methodologies, how to integrate digital tools in the classroom, and ways to collaborate with companies in developing real simulations with students.

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Author Biographies

Alba López Bolás, International University of La Rioja (UNIR), Spain

PhD in Communication and a Bachelor’s Degree in Audio-visual Communication from the University of Vigo. She also holds a Master's Degree in Journalistic Editing from the University of La Coruña, and a second Master's Degree in Communication Research from U. of Vigo as well. She is also accredited by ANECA. Professor López Bolás currently gives lectures regarding advertising and digital marketing on the Faculty of Business and Communication at the International University of La Rioja, where she also serves as Academic Coordinator of the Master's Degree in Digital Marketing. She has ten years of professional experience working in media outlets, agencies, and departments of communication in companies. She has also worked as a professor and researcher at both the University of Santiago de Compostela and the University of Vigo. She has published a large number of scientific articles, which have appeared in high impact journals or as book chapters, and she has participated in conferences of international prestige as well. Her lines of research include advertising, social networks, digital marketing, and teaching in higher education.
Nuria Puente Domínguez, International University of La Rioja (UNIR), Spain

PhD cum laude in Communication Science and a Master's Degree in Digital Marketing and Advertising from Antonio de Nebrija University. She also holds a Bachelor’s Degree in Audio-visual Communication from the University of Burgos, as well as a Postgraduate Degree in Innovation Management from the International University of La Rioja. Currently, Professor Puente Domínguez serves as Deputy Academic Director of the Marketing and Communication Department on the Faculty of Business and Communication at the International University of La Rioja, where she is also the Director of the Master's Degree in E-Commerce, in addition to being accredited by ANECA for her teaching. She has more than ten years of professional experience in digital marketing and e-commerce in companies, which she combines with giving lectures at various universities and business schools. She has several scientific publications in high impact journals, as well as book chapters, and she has participated in prestigious international conferences as well. Among her lines of research are e-commerce and teaching in higher education.
Rocío Gutiérrez Díaz, International University of La Rioja (UNIR), Spain

PhD cum laude in Communication Science and a Master's Degree in Communication from the University of Vigo in Pontevedra. She also has a Bachelor’s Degree in Journalism from SEK University of Segovia. Professor Gutiérrez Díaz currently serves as Academic Director on the Master's Degree in Communication and Political Marketing at the International University of La Rioja. She also gives lectures in the same degree, as well as on the Master's Degree in Digital Marketing, in addition to creating content for various subjects. She has extensive professional experience as Head of Marketing and Communication in various sectors, both nationally and internationally. She has published a diversity of scientific articles and book chapters, and has collaborated as a specialist for various national media outlets, in addition to giving speeches at several national and international conferences. Her lines of research include digital marketing, communication, information law, and communication related to politics and election campaigns.

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