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In this paper we (a pracademic, a practitioner, and an academic) aim to explore the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. We also propose a research agenda to spur dialog and guide further investigations in this area. Insights from prior research, coupled with the co-authors’ experience and observations, indicate that a disconnect does exist between academia and practice within social marketing, though it is admittedly and unsurprisingly not uniform across contexts and disciplinary areas. Given social marketing’s identity as a practice-oriented field, there are many existing examples of academic/practitioner collaboration and the successful linkage of theory and practice that deserve to be amplified. However, the challenges associated with the very different systems and structures affecting both worlds mean the disconnect is problematic enough to warrant systematic change to ensure the two worlds are more aligned.

This paper (a pracademic, a practitioner and an academic) explores the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. The authors also propose a research agenda to spur dialog and guide further investigations in this area.

The authors suggest five key reasons that focus should be placed upon closing the academic/practitioner gap in social marketing: demonstrating societal value by contributing to practice; embedding and developing theories in practice; adding to the social marketing literature; contributing to social marketing teaching; and communicating the value and effectiveness of social marketing. To close the gap, the authors propose specific recommendations within four broad areas: marketing the academia and practitioner collaboration offer; building ongoing relationships; creating collaborative partnerships; and changing the publishing model ensuring communications are accessible to all. They also suggest ways for social marketing associations and peak bodies to play a role.

The concept of a disconnect between academia and practice is by no means new; it has been a pervasive issue across disciplines for decades. However, this issue has not been the subject of much discussion within the social marketing literature. Recommendations outlined in this paper serve as a starting point for discussion. The authors also acknowledge that due to long standing “bright spots” in the field, numerous examples currently exist. They place an emphasis upon highlighting these examples while illuminating a path forward.

The purpose of this paper is to introduce engaged scholarship as a method for addressing the “wicked problem” of High Street change through successful collaboration and co-production of knowledge between academics, practitioners, citizens and other place stakeholders.

The first part of this paper introduces engaged scholarship as a participatory form of research and situates it within the context of the High Street. The second part presents the case of High Street UK 2020 (HSUK2020) via Van de Ven’s diamond model of engaged scholarship as a guide.

Engaged scholarship’s focus on knowledge production and on collaboration between the research team and the community enabled us to improve the understanding of factors affecting High Streets amongst a diverse group of stakeholders and focus on what works for the towns. The ongoing impact of HSUK2020 on the project towns’ action plans and on this current research is testament to how engaged scholarship research can drive the agendas for both academics and communities.

The paper presents engaged scholarship as an alternative collaborative method of conducting research on the High Street, one that is more in line with the current trends in retailing and works as a motivating factor for community engagement.

The main objective of the study is to investigate the effect of COVID-19 on accounting education in the higher education (public and private universities) in the Gulf Cooperation Council (GCC).

The study is explorative in nature conducted with quantitative survey approach and using purposive techniques in collecting data. The sample focuses on the teaching staff at public and private universities in (GCC), Kingdom of Saudi Arabia, United Arab Emirates, Bahrain, Kuwait, Oman and Qatar during the COVID-19.

This study presumed to highlight some of the emergent issues faced during the pandemic pertaining the aspects of the COVID-19 and digitizing accounting education and its effect on future direction of digital education.

To the best of the authors’ knowledge, this study is the first academic paper to study the effect of COVID-19 on accounting education in the higher education in the GCC.

The purpose of this paper is to discuss the progress of iRadio OUM over the years, the evolution of technology used and its overall significance to OUM’s continual growth and development.

Reports the results from web analytic data from previous years in terms of listening and downloading habits and trends. Reviews of how other institutions and/or organisations use podcasting or audio learning material in the teaching and learning process are also included.

Outlines the progress of iRadio OUM through the years in terms of content development, listening and downloading trends as well as research and development carried out. This paper summarises the changes in how segments are structured, produced and delivered. It also outlines the evolution of the technology used, mainly in terms of how content is delivered to the audience.

The scope of the paper is such that it only highlights the experiences of iRadio OUM alone.

Offers practical advice in terms of the planning, development and implementation of an educational internet radio for higher learning institutions.

This paper is written by key team members of iRadio OUM itself and highlights the experiences and ultimately the best practices discovered by actual web-broadcast practitioners and audio learning materials instructional designers.

This paper intended to explore the knowledge and use of the digital verbs and tools by the students and teachers for conceptual understanding in the virtual and conventional learning environment. The study also explored the use of such digital tools for lower- and higher-order thinking.

A survey research method was used for the study. All the students and teachers of the faculty of education from one virtual and one conventional university were the population of this study. Teachers were selected through census sampling. Student enrollment in the faculty of education of the virtual university during Spring 2019 was 1,139 while the conventional university had 1,809 students. In total, 20% of the students from each of the two universities were sampled by using a convenient proportionate sampling technique. A questionnaire was developed by the researchers and validated by three experts before administration. The reliability of the instrument was a = 0.934. Mean, SD, parametric and nonparametric statistics were applied for data analysis.

The study reveals that the students of ODL are far better in using digital tools and activities that is, googling, collaborating and Skyping. They are good at understanding and application levels and are involved in higher-order thinking tasks, that is, publishing and podcasting as well. Unlike the students, the teachers of the virtual university are using digital tools of lower-order thinking. The authors infer that the students and teachers of the online universities are using these tools regularly because of the demands of the ODL environment. These findings suggest further research to explore the factors that hinder the use of higher-order thinking skills by the teachers in the online environment.

The study suggests the adoption of Bloom's digital taxonomy in teaching–learning processes, that is, curriculum, instructions and assessment for the millennials. The findings may motivate the online and conventional higher education institutions to adopt digital pedagogy for instructional purposes as the students of the digital age are already extensively involved with digital tools.