The Impact of Metaverse Technologies on Communication and Marketing Schools: A Systematic Analysis

Abstract

The communication and marketing industry is currently undergoing a profound technological transformation due to the utilization of metaverse technologies. Numerous research papers have been conducted to examine the potential impact of these technologies on this industry in the future. Consequently, this study aims to explore how communication and marketing schools can adapt their educational practices to align with this emerging trend and effectively keep pace with the inevitable changes in the mass communication and marketing professions.

Based on a systematic review of 96 research papers from 2020- 2023, the study results have conclusively established that Metaverse technologies can be viewed as catalysts for significant transformations in communication and marketing academic schools and as a tool to facilitate the digital revolution in the higher education sector in general.

The study presented a range of valuable insights and recommendations for communication and marketing academic programs seeking to integrate Metaverse technologies. These recommendations cover key areas such as curriculum design, teaching and learning approaches, assessment methods, infrastructure development, curricular and extracurricular activities, and ethical guidance.