doi: 10.18178/ijiet.2025.15.5.2305
Enhancing Content Marketing Design through Design Thinking and the TPACK Framework
Jantakan Sathapornwachana*
,
Komkrit Chomsuwan ,
Sumalee Chanchalor
- Learning Innovation and Technology, Faculty of Industrial Education and Technology, King Mongkut’s University of Technology Thonburi, Bangkok, Thailand
- Manuscript receivedNovember 13, 2024
- revisedDecember 16, 2024
- acceptedFebruary 13, 2025
- publishedMay 16, 2025
Abstract
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.
Keywords
- content marketing
- digital learning
- design thinking
- online learning process
- Technological Pedagogical Content Knowledge (TPACK) framework
How to Cite
Jantakan Sathapornwachana, Komkrit Chomsuwan, and Sumalee Chanchalor, "Enhancing Content Marketing Design through Design Thinking and the TPACK Framework," International Journal of Information and Education Technology, vol. 15, no. 5, pp. 988-1002, 2025. https://doi.org/10.18178/ijiet.2025.15.5.2305
Copyright & License
Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).