From the Classroom to the Marketplace

The Role of Digital Marketing Students in Supporting EntrepWeek’s Entrepreneurs

Abstract

Experiential learning has become an increasingly important pedagogical approach in higher education as universities seek to prepare students for professional practice through authentic learning experiences. At the International Islamic University Malaysia (IIUM), Entrepreneurship Week (EntrepWeek) has evolved into a comprehensive entrepreneurship development platform that integrates business creation, digital entrepreneurship, business pitching, and experiential learning activities designed to strengthen students' entrepreneurial competencies and employability. As digital marketing became increasingly important to the success of student businesses, students enrolled in the Digital Marketing course were appointed as administrators of EntrepWeek's official social media platforms through the We Are EntrepWeek Admins (WEA) Project. Acting as social media administrators, these students reviewed entrepreneurial content, coordinated revisions, developed promotional copywriting, scheduled posts through Facebook Meta Planner, and supported online promotional activities throughout the digital bazaar period. This case examined how the collaboration between entrepreneurship students and Digital Marketing students created a mutually beneficial learning ecosystem. Through structured social media promotion, participating entrepreneurs increased the visibility and credibility of their businesses among the IIUM community, thereby strengthening customer trust and creating opportunities for improved business performance. Simultaneously, Digital Marketing students gained hands-on experience in campaign management, stakeholder communication, content planning, and social media administration. The project also enabled students to build professional portfolios containing evidence of real digital marketing activities, while official certification provided formal recognition of their contributions. The case highlighted how interdisciplinary experiential learning initiatives can simultaneously support entrepreneurial development, student employability, and practical skill acquisition while bridging the gap between academic learning and professional practice.