Transforming Social Media Marketing Education Through Competency-Based Learning: Integrating the 5E Framework for Enhanced Student Outcomes

Traditional lecture-and-exam approaches in social media marketing education fail to develop the practical, rapidly evolving competencies demanded by industry. This study explores the integration of Competency-Based Learning (CBL) with the 5E instructional model (Engage–Explore–Explain–Elaborate–Evaluate) to produce “day-one-ready” graduates. Using a multimethod qualitative design, we conducted semi-structured interviews with eight marketing faculty members, analyzed course documents (syllabi, rubrics, assignment briefs), and performed structured classroom observations across three undergraduate social media marketing courses. Findings reveal that the CBL-5E approach shifts the instructor role from “sage on the stage” to facilitator, replaces high-stakes exams with continuous authentic assessment (live client projects, real-time analytics challenges, crisis simulations), and significantly enhances student mastery of content creation, platform analytics, strategic planning, and reputation management. Students receive ongoing formative feedback through peer critiques and digital tools (Nearpod, Canva, Meta Business Suite), fostering both technical and soft skills. The study provides a replicable pedagogical framework and practical toolkit for marketing educators seeking to close the widely acknowledged academia–industry digital skills gap.