Rewriting marketing communications education using problem-based learning

Wee, Lynda Keng-Neo and Kek, Megan Yih Chyn Alexandria (2002) Rewriting marketing communications education using problem-based learning. In: 2nd Symposium on Teaching and Learning in Higher Education (TLHE 2002): Paradigm Shift in Higher Education, 4-6 Sep 2002, Singapore.

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Armed with a substantial grant from The Enterprise Challenge, the Prime Minister's Office of Singapore in 2000 to innovate higher education for the knowledge based economy, the authors piloted the implementation of Authentic Problem-Based Learning (APBL) in the Marketing Communications program at Temasek Polytechnic, Singapore in January to October 2001.

The paper describes the rationale for the adoption of APBL as the preferred education philosophy to produce work-ready and change-ready graduates in Marketing Communications. It shows the nuts and bolts of PBL by describing the why, what, where, who, how and so what.

Instead of adopting APBL as an add-on to the traditional curriculum, the authors aligned the education sub-systems namely: curriculum design, delivery and assessment in PBL. Adopting an integrated approach, the first step was to formulate the desired outcomes for their graduates.

With this end in mind, the authors deconstructed the traditional curriculum; adopted small group tutorial process and involved the industry in problem design and assessment of their students' work.

Along the APBL journey, they measured responses from students, staffs and industry partners to seek gaps for continuous improvement. Reflecting on their piloting work, the authors conclude with observations that they made in their APBL experiences.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions.
Faculty/School / Institute/Centre: Historic - Learning and Teaching Support Unit
Faculty/School / Institute/Centre: Historic - Learning and Teaching Support Unit
Date Deposited: 26 Jun 2009 11:23
Last Modified: 27 Nov 2013 03:07
Uncontrolled Keywords: problem-based learning; outcome-based education; marketing communications; curriculum design; delivery; assessment, client-based projects; small group tutorial; PBL
Fields of Research (2008): 13 Education > 1301 Education Systems > 130103 Higher Education
13 Education > 1302 Curriculum and Pedagogy > 130202 Curriculum and Pedagogy Theory and Development
13 Education > 1302 Curriculum and Pedagogy > 130203 Economics, Business and Management Curriculum and Pedagogy
Socio-Economic Objectives (2008): C Society > 93 Education and Training > 9301 Learner and Learning > 930102 Learner and Learning Processes

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