The social media operating environment is every changing, as such it is difficult for students to develop up to date theoretical knowledge and practitioner skills. Through a Management Knowledge Transfer Project (mKTP) with a new social media start-up company, a team of academics were able to create a real-time case study, offering business and marketing students tailored workshops and weekly interactions with industry, contributing to the development of the social media service. The academics followed the Theory – Application- Implication (TAI) framework
