Introducing digital industry innovation into the university classroom to enhance students' skills: a mixed-methods study

Purpose The aim of this study is to analyze the introduction of an innovative industry-grade technological tool for measuring advertising audiences into an undergraduate marketing communications course. Drawing on the technology acceptance model (TAM), an exploration is undertaken of the perceived advantages of the tool, its impact on students' attitude toward the course, their perceptions of the university's image and their intentions to use and recommend the tool in the future. Design/methodology/approach The research adopts a dual approach, combining an exploratory design based on focus groups and an empirical quantitative study. Data were collected from 304 university students through a self-administered survey. Findings The results indicated, first, that a strong association existed between students' perceptions of the advantages of the tool (perceived ease of use and perceived usefulness) and their attitudes toward the course. Second, that perceived image has a mediating effect on the relationship between students' attitudes and behavioral intentions toward the tool. Originality/value The originality of the research lies in its application and extension of the TAM model to an educational context, demonstrating that the integration of industry-grade tools into the classroom enhances the students' learning experience, attitudes toward the course and image of the higher education institution.