Triumphs and trials of using problem based learning in marketing communications education: perspectives from educators and students

Kek, Megan and Wee, Lynda Keng-Neo (2000) Triumphs and trials of using problem based learning in marketing communications education: perspectives from educators and students. In: 9th International Advertising Association World Education Conference 2000, 12-15 Oct 2000, Miami, FL. United States.

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Abstract

The key engine that drives the new marketing landscape or the E-conomy is KNOWLEDGE. The demand for knowledge may have intensified, but the suppliers of knowledge – the education institutions - are still struggling to meet
such demand. The challenge is not just about supplying content and technical knowledge, it is about how to produce a new breed of employees who can create and manage
knowledge in the dynamic E-conomy. And it is amidst such dynamics, that the Diploma of Marketing in Temasek Business School adopted a problem-based learning (PBL) model when it restructured its Marketing Communications Section's academic architecture.

This paper looks at the trials and triumphs of adopting PBL from the educators'and students' perspectives. The paper concludes with implications and issues for marketing communications educators in using PBL. The finding also supports the proposed fundamental shift to adopt PBL as a philosophy rather than an instructional tool.

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Item Type:	Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed:	Yes
Item Status:	Live Archive
Additional Information:	Unpublished.
Faculty / Department / School:	Historic - Learning and Teaching Support Unit
Date Deposited:	07 Dec 2009 05:36
Last Modified:	04 Dec 2013 02:53
Uncontrolled Keywords:	marketing education; marketing communications; problem-based learning; student-oriented learning; knowledge economy; learning philosophy; learning tool
Fields of Research :	17 Psychology and Cognitive Sciences > 1701 Psychology > 170103 Educational Psychology 13 Education > 1303 Specialist Studies in Education > 130309 Learning Sciences 13 Education > 1302 Curriculum and Pedagogy > 130203 Economics, Business and Management Curriculum and Pedagogy
Socio-Economic Objective:	C Society > 93 Education and Training > 9303 Curriculum > 930302 Syllabus and Curriculum Development
URI:	http://eprints.usq.edu.au/id/eprint/5114

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