Enhancing Content Marketing Design through Design Thinking and the TPACK Framework

This study aims to develop an online learning process that employs design thinking within the Technological Pedagogical Content Knowledge (TPACK) framework, followed by an experimental implementation. The study is segmented into three stages: studying primary requirements, developing the process and executing experiments. The sample group comprised social entrepreneurs, experts in innovation and learning technology, and specialists in content marketing. The study’s findings reveal that half of the entrepreneurs lacked adequate experience in design thinking and acknowledged their limited understanding of the concept. The development of an effective online learning process obtained three essential mechanisms: the TPACK framework, the learning components and instructional activities. The instructional activities have been structured to include online learning, course introductions, learning by doing, summaries, workshops and practical work, and evaluations of learning outcomes. The post-learning scores of the sample group were significantly elevated compared to their pre-learning scores across all three dimensions: content marketing knowledge, design process capability and design work quality. The level of satisfaction regarding the online learning process was high.