Lifting Student Engagement in Marketing Classes
Presented by Mr Robert Errey - Lecturer in Marketing, School of Business, UB
Wednesday, 5 March 2008, 1.30-2.30pm in Room B014
Abstract
High levels of student engagement have been linked with better student learning outcomes, such as the quality of their output. With marketing students accounting for a high percentage of business school undergraduates, it is important that the level of engagement is determined and drivers of engagement identified. Marketing has traditionally been delivered in a teacher-centric model, as opposed to a student-centric model which better encourages independent learning. Important aspects of the latter model are interactivity, active and collaborative learning, and enriching educational experiences. The author conducted focus groups with business students, and preliminary findings reveal that the instructor’s approach and the nature of the assignments do affect student engagement. A preliminary model of student engagement is proposed which will be tested in the quantitative research phase.
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